9781483391892_

Students of marketing must sort their way through a plethora of concepts, terms and jargon. Norm Govonis Dictionary is the answer. Compact, accurate and accessible, it stands as an authoritative resource and a valuable adjunct to our marketing course materials.

Robb Kopp, Babson College

The Dictionary of Marketing Communications is the most authoritative and comprehensive lexicon of marketing terms available today. Presented in down-to-earth language, it promises to be an essential and enduring resource for students, beginners, and seasoned professionals alike.

Suzanne B. Walchli, University of the Pacific

The Dictionary of Marketing Communications contains more than 4,000 entries, including key terms and concepts in the promotion aspect of marketing with coverage of advertising, sales promotion, public relations, direct marketing, personal selling and e-marketing. Growing out of a database of terms compiled over many years by the author for use in his marketing classes at Babson College, this dictionary is a living, growing document reflecting the changing dynamics of the marketing profession. It will be an essential reference to practitioners, managers, academics, students and individuals with an interest in marketing and promotion.

Key Features:

Provides an up-to-date, accurate, comprehensive collection of terms and concepts that are essential for an understanding of the basic promotion functions of marketing

Entries are clear, applied, practical and non-technical, designed for both students and professionals

International entries are included to give the reader a greater awareness of the language of marketing than has been previously available

About the Author

Norman A. Govoni is Professor of Marketing at Babson College, where he served as Division Chair for fifteen years (1975-1990). He is the author of several textbooks including Promotional Management, Fundamentals of Modern Marketing, Sales Management, and Cases in Marketing, all published by Prentice Hall. Among his honors is the Carpenter Prize for Outstanding Contributions to Babson College.

(*_*)9781483391892_

"Students of marketing must sort their way through a plethora of concepts, terms and jargon. Norm Govonis Dictionary is the answer. Compact, accurate and accessible, it stands as an authoritative resource and a valuable adjunct to our marketing course materials."

Robb Kopp, Babson College

"The Dictionary of Marketing Communications is the most authoritative and comprehensive lexicon of marketing terms available today. Presented in down-to-earth language, it promises to be an essential and enduring resource for students, beginners, and seasoned professionals alike."

Suzanne B. Walchli, University of the Pacific

Key Features:

Provides an up-to-date, accurate, comprehensive collection of terms and concepts that are essential for an understanding of the basic promotion functions of marketing

Entries are clear, applied, practical and non-technical, designed for both students and professionals

International entries are included to give the reader a greater awareness of the language of marketing than has been previously available

About the Author

...(*_*)9781483391892_

"Students of marketing must sort their way through a plethora of concepts, terms and jargon. Norm Govoni's Dictionary is the answer. Compact, accurate and accessible, it stands as an authoritative resource and a valuable adjunct to our marketing course materials."

—Robb Kopp, Babson College

—Suzanne B. Walchli, University of the Pacific

Key Features:

* Provides an up-to-date, accurate, comprehensive collection of terms and concepts that are essential for an understanding of the basic promotion functions of marketing

* Entries are clear, applied, practical and non-technical, designed for both students and professionals

* International entries are included to give the reader a greater awareness of the language of marketing than has been previously available

About the Author

Dictionary of Marketing Communications

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