Dictionary of Marketing Communications
- Norman A. P. Govoni - Babson College, USA
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.
"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."
"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."
