Key Concepts in Marketing (Palgrave Key Concepts)

Key Concepts in Marketingis one of a range of comprehensive glossaries with entries arranged alphabetically for easy reference. All major concepts, terms, theories and theorists are incorporated and cross-referenced. Additional reading and Internet research opportunities are identified. More complex terminology is clarified with numerous diagrams and illustrations. With over 600 key terms defined, the book represents a comprehensive must-have reference for anyone studying a business-related course or those simply wishing to understand what marketing is all about.Jonathan Sutherland is the author of 'Key Concepts in Marketing (Palgrave Key Concepts)', published 2004 under ISBN 9781403915276 and ISBN 140391527X.