Marketing

Part I: Market Overview -- Part II: Market Segmentation -- Part III: Marketing & Sales -- Part IV: Trade Shows -- Part V: Advertising -- Part VI: Digital Marketing

Part I: The American Consumer -- Part II: Spending -- Part III: Activities -- Part IV: Shopping Behaviors -- Part V: Behavioral Analyses -- Part VI: Affluent Consumers -- Part VII: Middle-Class Consumers -- Part VIII: Brand Preference Surveys -- Part IX: Ethnic Focus -- Part X: Gender Focus -- Part XI: Generational Focus -- Part XII: Segmentation -- Part XIII: Geodemographics

Part I: Overview -- Part II: Advertising -- Part III: Digital Marketing -- Part IV: Analyses -- Part V: Psychographic Segmentation -- Part VI: Consumer Tracking

Part I: Overview -- Part II: Analytics -- Part III: E-Commerce -- Part IV: Activities & Content -- Part V: Social Media -- Part VI: Digital Video -- Part VII: Mobile Apps -- Part VIII: Connected Devices -- Part IX: The World Wide Web

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"The Handbook of Marketing presents a major retrospective and prospective overview of the field of marketing, and provides a landmark reference at a time when many of the traditional boundaries and domains within the marketing discipline have been subject to change. The Handbook frames, assesses and synthesizes the work in the field and helps to define and shape its current and future development."

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"The Handbook of Marketing Scales, Third Edition, represents a clear and user-friendly collection of multi-item, self-report measures developed and frequently used in consumer behavior and marketing research. This Handbook also aims to help identify areas where measures are needed, thus encouraging further development of valid measures of consumer behavior and marketing constructs"

Part I: Global market overview -- Part II: The global consumer -- Part III: Use of the internet & mobile web -- Part IV: Analyses by sector -- Part V: Analyses by country -- Part VI: Analyses by region -- Part VII: Market leaders

v. 1. Marketing strategy -- v. 2. Marketing research -- v. 3. Consumer behavior -- v. 4. Advertising and integrated communication -- v. 5. Product innovation and management -- v. 6. International marketing -- v. 7. Cumulative index

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Part I: Market Overview -- Part II: Trends -- Part III: The Customer -- Part IV: The Meal -- Part V: City-by-City Analysis -- Part VI: Market Segments -- Part VII: Market Leaders -- Part VIII: New & Emerging Restaurant Brands -- Part IX: Dining Trends & Analyses -- Part X: Dining & the Internet -- Part XI: Beverage Trends & Analyses -- Part XII: Award Winners -- Part XIII: Food & Beverage Designations

Part I: The U.S. sports market -- Part II: Sports market segments -- Part III: Sports media -- Part IV: Major events -- Part V: Professional league sports -- Part VI: Women's sport leagues -- Part VII: Collegiate & high school sports -- Part VIII: Fighting sports -- Part IX: Golf -- Part X: Motorsports -- Part XI: Tennis -- Part XII: Organized sports/competitions -- Appendix A. Academic centers -- Appendix B. Analysts -- Appendix C. Associations -- Appendix D. Periodicals -- Appendix E. Sports commissions