-Keillor....has produced a unique set among the materials on modern marketing-no other encyclopedic work currently available offers the same level of detail or scope. All four volumes focus on a subtopic of marketing....[e]ach volume could stand on its own as a textbook but also be used by practitioners looking to bone up on industry theory. Written by experts, the chapters adhere to a similar format: an overview of a topic is followed by a detailed discussion, charts and graphs where applicable, and a detailed bibliography. Each volume also contains its own index, which further adds to its standalone value....Recommended for public libraries with large business collections and academic libraries supporting business programs. —Library Journal

-Each of the four volumes of this resource focuses on different aspects of marketing, with chapters written by 18 academics, most of them based in the U.S., though two are in Austria and Romania. The chapters are written for the novice and present the topic broadly, making this an excellent resource for undergraduate students. Several chapters are devoted to each of the following: emerging markets, customers in world markets, multi-channel marketing, relationship marketing, selling, consumer behavior, and promotion. Individual chapter topics include marketing to children, building trust, online shoppers in the EU, and transferring brands to China. The chapters are annotated, and each concludes with a list of references. —Reference & Research Book News