This book presents a comprehensive glossary that pulls together in
a scholarly manner over two thousand terms and concepts drawn from
subject areas normally included in the study of marketing,
including marketing principles, marketing management and strategy,
product management, distribution management, advertising and
promotion, pricing, consumer behaviour, and marketing research. The
Glossary is prepared primarily to serve the needs of both students
and teachers of marketing who have yearned for a comprehensive
glossary of marketing terms to aid in the teaching and learning of
marketing, as well as of marketing practitioners who need an
in-depth knowledge and understanding of the terms and concepts used
as the tools of their trade. Because marketing affects everyone -
from an unborn child who is nurtured by her mother's nutritional
diets to a dead man or woman who 'needs' a tombstone erected 'in
memoriam', this Glossary also serves the interests of the general
public and other stakeholders in marketing for knowledge and
understanding of the terms and concepts used in marketing practices
that affect their daily lives as participants in the marketing
system.
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