Год выпуска: 2008 Автор: Edited by Barbara Lewis and Dale Littler Издательство: Wiley-Blackwell Страниц: 288 ISBN: 0631214852
Описание
The Blackwell Encyclopedic Dictionary of Marketing provides clear, concise, up to the minute, and highly informative definitions and explanations of the key concepts covering the whole of the fast-changing field of contemporary marketing. Bringing together specially commissioned and carefully edited entries, this will become the standard reference for students, researchers, academics, and practitioners. 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. With entries ranging from extended explorations of major topics to short definitions of key terms, this major reference work gives the user: Authoritative and comprehensive coverage of the whole field including the marketing environment, marketing management, consumer behaviour, segmentation, organizational marketing, pricing, communications, retailing and distribution, product management, market...
