Summary

Marketing is a ubiquitous part of modern life. From the food we ear to the way we work, and from how we travel to the ways we socialize and relax, marketing often affects and reflects the choices we make. The Penguin Dictionary of Marketing is a brand-new, comprehensive guide to the subject. Written by leading marketer and academic Professor Phil Harris, this is an essential tool for all students of marketing, business professional and anyone with an interest in how marketing works.

Covers all aspects of marketing, form direct marketing to branding and form public affairs to lobbying Includes approximately 2,000 entries, ranging from short definitions of terms and acronyms to in-depth discussion of major ideas Discusses the principal ideas of leading pioneers in the field, including Philip Kotler, Peter Drucker, Morris Holdbrook, Ed Bernhays and Stephen Brown Offers a comprehensive section of international marketing terms