Content area
Full Text
Encyclopedia of Major Marketing Strategies. Volume 3. Edited by Matthew Miskelly. Detroit, MI: Gale, 2013. 431 p. $549 hardcover (ISBN: 978-1-4144-9921-5) Contact the publisher for e-book price.
The Encyclopedia of Major Marketing Strategies is the third volume in a set of books that describe and analyze major marketing campaigns. The first two books have a slightly different title, which is the Encyclopedia of Major Marketing Campaigns. This volume, like the two before, traces some of the most memorable and influential marketing campaigns of the twentieth and twenty-first centuries. The first two volumes, published in 1999 and 2007, contain 500 and 474 brand marketing profiles respectively, and are excellent resources in their own right, and can be used independently of each other. What sets the third volume, published in 2013, apart from the first two are the kinds of marketing strategies examined, including the use of social media,...