Synopsis
This dictionary incorporates terms from government and private sector organizations, making it an all-inclusive lexicon of international marketing and advertising. Includes terms related to direct mail, sales, retailing, international advertising and marketing, consumer behavior, market research and print and broadcast advertising. Several meanings are often given for the more than 5,500 entries—relatively simple for the layperson, more sophisticated and technical for the specialist.
From the Inside Flap
We live in a time that has defined itself as "the Age of Information"—when communications have become both instantaneous and global, and the need for clarity and precision in language has never been greater. In the worlds of marketing and advertising, especially where decisions involving time and money are often made very quickly, the careful, unambiguous use of words is always essential. To meet the needs of both the professional community and students, acclaimed lexicographer and professor of business Dr. Jerry Rosenberg has produced the Dictionary of Marketing and Advertising. Written in consultation with leading marketing and advertising specialists, the Dictionary is the most authoritative, comprehensive, and up-to-date work of its kind. Packed with over 5,500 entries, it captures the industry as it is today and covers a full spectrum of interrelated disciplines—including marketing, advertising, merchandising, packaging, sales, and consumer behavior. In recognition of the new demands of international marketing and advertising, special attention has been paid to terms relating to regional trading blocs, global partners, and the General Agreement on Tariffs and Trade. Entries include specialized and technical definitions along with more general ones. Each word, term, and phrase is defined in all its current business contexts, with the widest usage cited first and remaining definitions listed by area of specialty. Related areas are thoroughly cross-referenced to help create a broader, more contextual understanding. A wealth of synonyms, abbreviations, and commonly used acronyms further enhance the Dictionary’s usefulness as a complete language reference source. For experienced professional and neophyte alike, the Dictionary of Marketing and Advertising will serve as a handy, indispensable aid to greater clarity in communication.
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