Field Guide to Marketing: A Glossary of Essential Tools and Concepts for Today's Manager (Harvard Business/the Economist Reference Series)

Looks at current issues in marketing, and explains marketing terms and concepts

Every industry has its own lingo, its own way of communicating so that outsiders might be mystified. Few are more adept at using lingo than marketers, who create not only unusual words ("channel captain" and "scrambled merchandising") but also acronyms that could, quite literally, mean anything . . . or everything. Enter the second guide in a series from Harvard Business School Press, which attempts to educate managers and regular consumers about marketing jargon. It's a credible job at a time when the field changes daily; beginning with an essay on the industry in the 1990s, contributor Hindle (The Economist) looks quickly and succinctly at brands, advertising, and a case history--the Swatch watch. Then, over 400 words, ideas, acronyms, and names are defined simply, occasionally with wit; there are also quotes or notes about well-known names and brands (e.g., Adidas and Exxon). A handy companion for standard marketing texts. Barbara Jacobs