A Dictionary of Marketing

A Dictionary of Marketing is an accessible and wide-ranging A-Z, providing over 2,500 entries on topics spanning terms for traditional marketing techniques (from strategy, positioning, segmentation, and branding, to all aspects of marketing planning, research, and analysis), as well as leading marketing theories and concepts. Both classic and modern marketing techniques are covered. Entries reflect modern changes in marketing practice, including the use of
digital and multi media, the impact of the World Wide Web on advertising, and the increased influence of social media and search engines on advertising and the rise of global brand management.