Marketing: The Enyclopedic Dictionary

Dedicated exclusively to marketing topics and designed to be used by practising managers from all fields and by students, Marketing: The Encyclopedic Dictionary is a major contribution to the reference literature on marketing.
Building on lessons learned from the author′s leading textbook, Marketing, the Dictionary contains over 3000 entries in total, including: ∗ extensive cross–references ∗ 700 longer articles exploring topics in considerable depth ∗ 800 shorter entries ∗ brief entries on thousands of marketing terms allowing managers and students easy access to authoritative but practical explanations of specific subjects.
Marketing: The Encyclopedic Dictionary offers an incomparable reference source in the subject of marketing . The emphasis is on practical understanding of the topics, so that they may be easily understood by managers in general, but the theory is also examined in sufficient depth to justify its position as the most authoritative marketing reference book available.

Spis treści:
1. Introduction.
2. Marketing Research.
3. Consumer Behaviour.
4. The External Environment.
5. Positioning.
6. The Product or Service.
7. New Products.
8. Pricing.
9. Distribution.
10. Advertising.
11. Promotion.
12. Selling and Sales Management.
13. Meetings.
14. International Marketing.
15. Marketing Planning.

Nota biograficzna:
David Mercer is Senior Lecturer in marketing with The Open University Business School, Europe′s largest business school where he chairs the team responsible for the marketing element of the MBA programme. He is author of the successful textbook Marketing, Second Edition and co–author of Marketing Management, both published by Blackwell.

Okładka tylna:
Dedicated exclusively to marketing topics and designed to be used by practising managers from all fields and by students, Marketing: The Encyclopedic Dictionary is a major contribution to the reference literature on marketing.
Building on lessons learned from the author′s leading textbook, Marketing, the Dictionary contains over 3000 entries in total, including: ∗ extensive cross–references ∗ 700 longer articles exploring topics in considerable depth ∗ 800 shorter entries ∗ brief entries on thousands of marketing terms allowing managers and students easy access to authoritative but practical explanations of specific subjects.
Marketing: The Encyclopedic Dictionary offers an incomparable reference source in the subject of marketing . The emphasis is on practical understanding of the topics, so that they may be easily understood by managers in general, but the theory is also examined in sufficient depth to justify its position as the most authoritative marketing reference book available.