Key Concepts in Marketing

ISBN-13: 9781403915276 / Angielski / Miękka / 2004 / 310 str.

Jon Sutherland

Opis

Key Concepts in Marketing is one of a range of comprehensive glossaries with entries arranged alphabetically for easy reference. All major concepts, terms, theories and theorists are incorporated and cross-referenced. Additional reading and Internet research opportunities are identified. More complex terminology is made clearer with numerous diagrams and illustrations. With over 600 key terms defined, the book represents a comprehensive must-have reference for anyone studying a business-related course or those simply wishing to understand what marketing is all about. It will be especially useful as a revision aid.

Spis treści

Contains over 600 Major Concepts, Terms, Theories and Theorists, Arranged Alphabetically.

O autorze

JON SUTHERLAND and DIANE CANWELL are both experienced writers. They are the authors of a number of successful key reference and textbooks including Marketing Campaigns (1998), Organisation Structures and Processes (1997) and Foundation Business (1996). They are both former college lecturers specializing in business studies and are now full-time writers.