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This six-volume encyclopedia provides scholars and professionals with a major international guide to marketing concepts and applications. The new developments and challenges of the past ten years are fully reflected in the constructs and entries covered.
"'Tell me what you eat, I'll tell you who you are, ' said Anthelme Brillat-Savarin. Today, "You are what you consume" is more apt. Barbara Krueger's ironic twist of Descartes - "I shop therefore I am"--Has lost its irony. Such phrases have become commonplace descriptions of our …