{"product_id":"dictionary-of-marketing-communications","title":"Dictionary of Marketing Communications","description":"\u003cp\u003e\"Students of marketing must sort their way through a plethora of concepts, terms and jargon. Norm Govoni′s \u003cb\u003eDictionary\u003c\/b\u003e is the answer. Compact, accurate and accessible, it stands as an authoritative resource and a valuable adjunct to our marketing course materials.\"\u003c\/p\u003e\u003cp\u003e—Robb Kopp, Babson College\u003c\/p\u003e\u003cb\u003e\u003c\/b\u003e\u003cp\u003e\u003cb\u003e\"\u003ci\u003eThe\u003cb\u003e Dictionary of Marketing Communications\u003c\/b\u003e 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.\"\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003e—Suzanne B. Walchli, University of the Pacific\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eThe \u003cb\u003eDictionary of Marketing Communications\u003c\/b\u003e 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.\u003c\/b\u003e\u003c\/p\u003e\u003cb\u003e\u003cb\u003e\u003c\/b\u003e\u003c\/b\u003e\u003cp\u003e\u003cb\u003e\u003cb\u003eKey Features:\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003e\u003cb\u003e* 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\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003e\u003cb\u003e* Entries are clear, applied, practical and non-technical, designed for both students and professionals\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003e\u003cb\u003e* International entries are included to give the reader a greater awareness of the language of marketing than has been previously available\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e\u003cb\u003e\u003cb\u003e\u003cb\u003e\u003c\/b\u003e\u003c\/b\u003e\u003c\/b\u003e\u003cp\u003e\u003cb\u003e\u003cb\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003e\u003cb\u003e\u003cb\u003eNorman 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 \u003ci\u003ePromotional Management\u003c\/i\u003e, \u003ci\u003eFundamentals of Modern Marketing\u003c\/i\u003e, \u003ci\u003eSales Management\u003c\/i\u003e, and \u003ci\u003eCases in Marketing\u003c\/i\u003e, all published by Prentice Hall. Among his honors is the Carpenter Prize for Outstanding Contributions to Babson College.\u003c\/b\u003e\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e","brand":"SAGE Publications Inc","offers":[{"title":"Default Title","offer_id":54262675407192,"sku":"9780761927716","price":79.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9780761927716.jpg?v=1777785345","url":"https:\/\/agendabookshop.com\/products\/dictionary-of-marketing-communications","provider":"Agenda Bookshop","version":"1.0","type":"link"}