Dictionary of marketing communications

Abstract

'The Dictionary of Marketing Communications contains over 4,000 entries, including key terms and concepts in the promotion aspect of marketing with coverage of advertising, sales promotion, public relations, direct marketing, personal selling, and e-marketing. Growing out of a database of terms compiled over many years by the author for use in his marketing classes at Babson College, this dictionary is a living, growing document reflecting the changing dynamics of the marketing profession. It will be an essential reference to practitioners, managers, academics, students, and individuals with an interest in marketing and promotion.'--BOOK JACKET.