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Dictionary of Marketing Communications

Dictionary of Marketing Communications

Other Titles in:
Advertising | Marketing

July 2003 | 256 pages | SAGE Publications, Inc
'A relatively inexpensive and comprehensive dictionary, which provides succinct definitions of much of the current jargon in marketing. It will make a useful addition to academic and practitioner collections' - Reference Reviews

With over 4,000 entries, including key terms and concepts covering advertising, sales promotion, public relations, direct marketing, personal selling and e-marketing The Dictionary of Marketing Communications reflects the changing dynamics of the marketing profession.

The dictionary provides an up-to-date and comprehensive collection of the terms and concepts that are essential for an understanding of the basic promotion functions of marketing. Designed for students and professionals alike, the dictionary's entries are clear, practical and non-technical; cross-references are also included to help the reader appreciate key relationships in marketing.

It will be an essential reference for practitioners, managers, academics, students and any individual with an interest in marketing and promotion.

Entries A Through Z
About the Author

"Students of marketing must sort their way through a plethora of concepts, terms and jargon. Norm Govoni’s Dictionary is the answer. Compact, accurate and accessible, it stands as an authoritative resource and a valuable adjunct to our marketing course materials."

Robb Kopp
Babson College

"The Dictionary of Marketing Communications is the most authoritative and comprehensive lexicon of marketing terms available today. Presented in down-to-earth language, it promises to be an essential and enduring resource for students, beginners, and seasoned professionals alike."

Suzanne B. Walchli

Norman A.P. Govoni

Norman A. P. Govoni is Professor of Marketing at Babson College, and served as Division Chair for fifteen years (1975 – 1990). He is the author of several textbooks including Promotional Management, Fundamentals of Modern Marketing, Sales Management, and Cases in Marketing, all published by Prentice Hall. Among his honors are the Carpenter Prize for Outstanding Contributions to Babson College, Professor of the Year, and The Staake Award for Contributions to Athletics. In September of 2002, ceremonies will be held to dedicate the Babson baseball field as "Govoni Field" in recognition of Dr. Govoni’s contribution to athletics at Babson College. More About Author

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ISBN: 9780761927716
ISBN: 9780761927709

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