The Informed Student Guide to Marketing has been compiled by a team of recognized marketing experts to equip students with everything they need to know about marketing. The guide comprises an A-Z listing of over 400 entries, including coverage of the most recent conceptual developments in this rapidly changing field: Accessible and concise, easy to read style Entries include the most up to date references Useful further reading section at the end, citing major works and journals Relevant to business and management students as well as those following marketing courses Each and every entry has been carefully devised to provide essential and relevant definitions of the core theories, approaches and jargon adopted by those in the profession and its academic studies. The Informed Student to Marketing provides an ideal 'first base' for first year undergraduates or those new to marketing studies, and an invaluable reference bible for those already familiar with the subject.
About the Author
Professor Philip J. Kitchen, Martin Naughton Chair in Business Strategy, Queen's University of Belfast.