Encyclopaedic Dictionary of Marketing Management (P-Z‪)‬

Marketing Management is the business function that identifies customer needs and wants, determines which target markets the organisation can best serve, designs appropriate products, services and programmes to serve these markets and calls upon everyone in the organisation " to think and serve customers, from a societal viewpoint. Marketing management links a society's material requirements and its economic patterns of response. In order to deal with these aspects, the Encyclopaedic Dictionary of Marketing Management has been compiled and edited. It is more or less a dictionary but encyclopaedia in its contents and nature of presentation. Apart from the interpretation of technical, terms, this encyclopaedia includes under appropriate heads, the contribution made by marketing experts, economists, institutions made by marketing experts, and institutions of relevant concepts and techniques. The encyclopaedic character of the dictionary is also reflected in its comprehensiveness in the sense that it covers the terminology related with all the functional areas of marketing management, institutions which constitute the infrastructure of the corporate world, agencies and organisations that closely interact with the financial management. The terms are explained in that relevant context and illustrated, where needed. This encyclopaedic dictionary is expected to serve as a ready reference forprofessio.al and practicing marketing managers, functional executives and those-seeking Managerial positions in the public and private sector organisations, besides marketing management consultants, sales executives, professional accountants and academics.