Encyclopedic Dictionary of Marketing
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The Blackwell Encyclopedic Dictionary of Marketing provides clear, concise, up to the minute, and highly informative definitions and explanations of the key concepts covering the whole of the fast-changing field of contemporary marketing. Bringing together specially commissioned and carefully edited entries, this will become the standard reference for students, researchers, academics, and practitioners. The Dictionary has been carefully designed to give both the expert and the newcomer overviews and succinct presentations of the most important traditional and contemporary issues in marketing.…mehr

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Produktbeschreibung
The Blackwell Encyclopedic Dictionary of Marketing provides clear, concise, up to the minute, and highly informative definitions and explanations of the key concepts covering the whole of the fast-changing field of contemporary marketing. Bringing together specially commissioned and carefully edited entries, this will become the standard reference for students, researchers, academics, and practitioners. The Dictionary has been carefully designed to give both the expert and the newcomer overviews and succinct presentations of the most important traditional and contemporary issues in marketing. With entries ranging from extended explorations of major topics to short definitions of key terms, this major reference work gives the user: * Authoritative and comprehensive coverage of the whole field including the marketing environment, marketing management, consumer behaviour, segmentation, organizational marketing, pricing, communications, retailing and distribution, product management, market research and international marketing. * A full index and cross-references for detailed research, as well as relevant bibliographical citations for further study. * Definitive entries covering the very latest developments in marketing. This dictionary is part of The Blackwell Encyclopedia of Management, which contains ten further volumes covering each of the key areas of management science, developed under the editorship of Professor Cary L. Cooper from the Manchester School of Management and Professor Chris Argylis of Harvard Business School.
Autorenporträt
Barbara R. Lewis is Senior Lecturer in Marketing at the Manchester School of Management, UMIST. She has published widely on marketing issues in the services sector, and her present research activities relate to customer care and service quality, and consumer behavior in the services sector. Dale Littler is Professor of Marketing at the Manchester School of Management, UMIST. He has published extensively on various aspects of strategic marketing and new product development and his current research is focused on customer behavior towards innovative products and services.