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, PhD, is Associate Dean and Professor of Marketing at the Frank & Mary Jean Smeal College of Business Administration at The Pennsylvania State University.
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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.From Booklist:
This completely revised and expanded marketing dictionary, first issued in 1988, is published in conjunction with the world's foremost marketing authority, the American Marketing Association. Bennett, editor of both editions, is a faculty member at Pennsylvania State University. A team of marketing experts across the country put together up-to-date definitions for more than 2,500 marketing terms. The names of the contributors are listed with their areas of expertise in the preface, and their initials follow the definitions they wrote. Definitions range from a sentence or two (e.g., infomercial) to a paragraph (logit model). Numerous cross-references help users find the definitions they need.
Students and business professionals will find this source easy to use and invaluable. As the editor states, "the language of marketing is a living thing that changes with advances in the discipline and the profession." This new edition will be welcomed by business students and others to help them keep up with changes in this evolving discipline. Public libraries and academic libraries will need this new marketing reference.
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Descripción McGraw-Hill, 1995. Hardcover. Estado de conservación: New. 2. Nº de ref. de la librería DADAX0844235989
Descripción McGraw-Hill, 1995. Hardcover. Estado de conservación: New. Never used!. Nº de ref. de la librería P110844235989
Descripción McGraw-Hill, 1995. Hardcover. Estado de conservación: New. book. Nº de ref. de la librería M0844235989