AMA Dictionary of Marketing Terms - Tapa dura

Published by the world's foremost authority, the American Marketing Association, this completely revised and expanded edition of the "AMA Dictionary of Marketing Terms" is an essential reference for business professionals and students alike. Developed by Peter D. Bennett of The Pennsylvania State University in cooperation with marketing experts and top academics from across the country, the more than 2,500 up-to-date definitions include all of today's most important marketing terms, from every aspect of the field. Fully cross-referenced for ease of use, this comprehensive resource covers both the day-to-day terminology and the specialized vocabulary in corporate and academic use. "The AMA Dictionary of Marketing Terms" is a truly indispensable guide that helps everyone from newcomers to senior-level marketing executives.

Peter D. Bennett, Ph.D., is associate dean and professor of marketing at the Frank & Mary Jean Smeal College of Business Administration at The Pennsylvania State University.