The Blackwell Encyclopedic Dictionary of Marketing (Blackwell Encyclopedia of Management)

The Dictionary has been carefully designed to give both the expert and the newcomer overviews and succinct presentations of the most important traditional and contemporary issues in marketing. Gives definitions and explanations of the key concepts covering the whole of the field of contemporary marketing. With edited entries from an international team of marketing scholars and teachers, the book is intended as a reference for students, researchers, academics and practitioners.