Marketing

A Dictionary of Marketing is an accessible and wide-ranging A-Z, providing over 2,500 entries on topics spanning terms for traditional marketing techniques and leading marketing theories and concepts.

This volume seeks to make its twenty-first century readers more media literate, as well as more critical consumers of modern news.

Over 350 entries ranging from brief synopses to essays with references. 6 volumes cover marketing strategy, research, consumer behavior, advertising and integrated communication, product innovation and management, and international issues.

Featuring nearly 600 extensively illustrated entries, The Advertising Age Encyclopedia of Advertising provides detailed historic surveys of the world's leading agencies and major advertisers, as well as brand and market histories.

This reference looks at 500 major marketing and advertising campaigns of the 20th century from a historical perspective and several related initiatives of earlier years that developed the basis for present day advertising.