The Marketing Glossary

Immediately grasp and apply the essential concepts and techniques of marketing, advertising and sales using this combination dictionary, encyclopedia, and how-to guide. Used as a recommended textbook and library volume in colleges and universities worldwide. A 500-page e-book, The Marketing Glossary is an acclaimed reference work whose hardcover edition was published by the American Management Association. Its digital format provides key word searchability for more than 1,400 definitions, formulas, checklists, examples, and real-life applications. With its detailed, lucid articulation of key terms, you're assured of a thorough understanding of the concepts that really matter. For example, if you look up "marketing plan," you're going to get a lot more than you expected. You won't find just a one-sentence definition. You'll discover instead a complete explanation of what a marketing plan is and how one is structured and developed. Whether you're a business developer who needs fast information about an area outside your own specialty or a small-business owner or professional from another discipline entirely who wants to grasp the marketing basics, you'll find in this e-book virtually everything you need to know.