Synopses & Reviews
Key Concepts in Marketing is one of a range of comprehensive glossaries with entries arranged alphabetically for easy reference. All major concepts, terms, theories and theorists are incorporated and cross-referenced. Additional reading and Internet research opportunities are identified. More complex terminology is clarified with numerous diagrams and illustrations. With over 600 key terms defined, the book represents a comprehensive must-have reference for anyone studying a business-related course or those simply wishing to understand what marketing is all about.
Review
'This is an excellent, stimulating book that is likely to be useful to, and capture the interest of, most marketing students and lecturers. The subject matter is more comprehensive than any other 'foundations' or 'principles' books that I am familiar with. For a marketing textbook, the alphabetical layout is unusual, but this makes it particularly valuable as a revision aid for students and as a reference resource for both lecturers and students.' - Charles Dennis, Brunel University
About the Author
Jonathan Sutherland and
Diane Canwell are both experienced writers. They are the authors of a number of successful key reference and textbooks including
Marketing Campaigns (1998),
Organisation Structures and Processes (1997) and
Foundation Business (1996). They are both former college lecturers specializing in business studies and are now full-time writers.
Table of Contents
Contains over 600 Major Concepts, Terms, Theories and Theorists, Arranged Alphabetically