Overview
- A definitive resource each entry is clearly defined through accurate and succinct explanations
Accessible the book is easy to use as it is fully crossreferenced and has clear subject headings. It does not assume technical knowledge
Authoritative written by Michael J. Baker, one of the leading names in marketing. He is an experienced lecturer, author and maintains a close relationship with marketing professionals
Encyclopedic in coverage making it the ideal companion to any student or professional in marketing
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Table of contents (25 chapters)
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About this book
The third edition of the much acclaimed Macmillan Dictionary of Marketing and Advertising, is the definitive resource for all those who wish to be familiar with marketing and advertising terms. It has been thoroughly up-dated and expanded ensuring it reflects the most recent conceptual and linguistic developments in this increasingly important and influential field. Encyclopaedic in coverage and providing clear and informative definitions, this book is ideal both for students and practitioners of advertising and marketing and the interested lay person.
About the author
MICHAEL J. BAKER is Professor of Marketing at the University of Strathclyde where he was Head of the Marketing Department from its inception in 1971 until 1988. He has also held positions as Dean of the School of Business Administration at Strathclyde, Chairman of the Institute of Marketing and Governor of the CAM Foundation. He was the Founding Editor of the Journal of Marketing Management.
As a prolific and highly regarded writer he is the author of over 20 books, many of which have been published by Macmillan.
As a prolific and highly regarded writer he is the author of over 20 books, many of which have been published by Macmillan.
Bibliographic Information
Book Title: Macmillan Dictionary of Marketing and Advertising
Authors: Michael J. Baker
DOI: https://doi.org/10.1007/978-1-349-26479-7
Publisher: Red Globe Press London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Michael J. Baker 1998
Edition Number: 3
Number of Pages: XIX, 293
Additional Information: Previously published under the imprint Palgrave
Topics: Marketing