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 research and international marketing.
- A full index and cross–references for detailed research, as well as relevant bibliographical citations for further study.
- Definitive entries covering the very latest developments in marketing.
This dictionary is part of The Blackwell Encyclopedia of Management, which contains ten further volumes covering each of the key areas of management science, developed under the editorship of Professor Cary L. Cooper from the Manchester School of Management and Professor Chris Argylis of Harvard Business School.