Academic Dictionary of Marketing

"The present publication is an up-to-date, authentic and comprehensive dictionary of marketing, which recognises that marketing is a field in its own right, with its own language, and that terms and their definitions are important for professionals and students of marketing management. It aims to provide clear, concise and correct definitions and descriptions of the terms used in marketing.

This work is designed to be a comprehensive reference tool for marketing professionals, students and laymen interested in marketing. It is earnestly hoped that it will be an authoritative source to which one can turn with confidence for meaning and knowledge of the common, specialised and latest terms in marketing and allied fields." (jacket)