In concise entries, this dictionary analyzes ideas and concepts about advertising and its social, economic, psychological and cultural significance.

Covers traditional marketing techniques and theories alongside the latest concepts, and acknowledges the increased importance of marketing in the customer-orien

From AdBusters to viral marketing, this brief dictionary of ideas and concepts contains over 100 extended, illuminating entries to bring the novice up to speed

With over 4000 entries, including key terms and concepts covering advertising, sales promotion, public relations, direct marketing, personal selling and e-marke

The Dictionary of Marketing has been carefully designed to give both the expert and the student/newcomer overviews and succinct presentations of the most import