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

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

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

A Dictionary of Marketing is an accessible and wide-ranging A-Z, providing over 2,600 entries on topics spanning terms for traditional marketing techniques (fro

This dictionary covers marketing communications in the broadest sense, including advertising, but also extending to public relations which concerns many organiz