A relatively inexpensive and comprehensive dictionary which provides succinctdefinitions of much of the current jargon in marketing. It will make a usefuladditi... » 

A relatively inexpensive and comprehensive dictionary which provides succinctdefinitions of much of the current jargon in marketing. It will make a usefuladdition to academic and practitioner collections Reference ReviewsWith over 4000 entries including key terms and concepts covering advertisingsales promotion public relations direct marketing personal selling and emarketing The Dictionary of Marketing Communications reflects the changingdynamics of the marketing profession.The dictionary provides an uptodate and comprehensive collection of the termsand concepts that are essential for an understanding of the basic promotionfunctions of marketing. Designed for students and professionals alike thedictionarys entries are clear practical and nontechnical crossreferencesare also included to help the reader appreciate key relationships in marketing.It will be an essential reference for practitioners managers academicsstudents and any individual with an interest in marketing and promotion. «