Description - Dictionary of Marketing Communications by Norman Govoni
'A relatively inexpensive and comprehensive dictionary, which provides succinct definitions of much of the current jargon in marketing. It will make a useful addition to academic and practitioner collections' - Reference Reviews
With over 4,000 entries, including key terms and concepts covering advertising, sales promotion, public relations, direct marketing, personal selling and e-marketing The Dictionary of Marketing Communications reflects the changing dynamics of the marketing profession.
The dictionary provides an up-to-date and comprehensive collection of the terms and concepts that are essential for an understanding of the basic promotion functions of marketing. Designed for students and professionals alike, the dictionary's entries are clear, practical and non-technical; cross-references are also included to help the reader appreciate key relationships in marketing.
It will be an essential reference for practitioners, managers, academics, students and any individual with an interest in marketing and promotion.
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(254mm x 177mm x mm)
SAGE Publications Inc
Publisher: SAGE Publications Inc
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Author Biography - Norman Govoni
Norman A. P. Govoni is Professor of Marketing at Babson College, and 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 are the Carpenter Prize for Outstanding Contributions to Babson College, Professor of the Year, and The Staake Award for Contributions to Athletics. In September of 2002, ceremonies will be held to dedicate the Babson baseball field as "Govoni Field" in recognition of Dr. Govoni's contribution to athletics at Babson College.