Marketing: The Encyclopedic Dictionary

Marketing: The Encyclopedic Dictionary is an essential reference for undergraduates, MBA students, and practicing managers. It provides comprehensive coverage of all important divisions of marketing -- including service and non-profit organizations.In addition to full coverage of the terminology, with some 5,000 topics referenced in total, all relevant marketing theories and techniques are explained in extended articles. Topics range from cluster analysis to segment viability, from non-price promotions to the 3 Ps. The emphasis is on practical understanding of the topics, but the theory is also examined in sufficient depth to justify its position as the most authoritative reference book available.