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Lexika
„Management Enzyklopädisches Lexikon
Beschreibung
656 pages. Bound. ISBN 0-566-07612-8. Gower Press Aldershot 1995. £ 75 plus p&p;
Description: The globalization of marketing and the increasing sophistication of the advertising and marketing techniques that are now used have resulted in a massive growth in the jargon, technical terms and specialized vocabulary used in professional marketing. In addition, developments in computers at both the PC and mainframe levels now make possible the gathering and analysis of data which measures everything from market share to customer satisfaction. All these developments require at least a working knowledge of a wide spectrum of subjects that range from statistical techniques to the social aspects of target markets. The Dictionary of Marketing has been compiled to supply the marketing professional with definitions and explanations of the terms used in these burgeoning fields.
The Dictionary of Marketing is designed to be the leading marketing dictionary of the Englishspeaking world. On some 800 printed pages it lists more than 5000 terms culled from all areas of marketing. It is thus the most comprehensive reference book available for professionals and students of marketing and related fields. The bock is an attempt to set down an exhaustive range of marketing and marketing-related terms and to provide a definition or, where appropriate, a detailed explanation and description for all entries. In Gases where a term or a definition was originated by, or is otherwise closely linked with, a specific person, the name is given in parentheses. A large number of illustrations, charts and tables are included to make some of the more complex entries easier to understand. In selecting the terms contained in this book, the author has defined marketing widely in order to compile a work of reference that leaves few, if any, questions unanswered.
Description: The globalization of marketing and the increasing sophistication of the advertising and marketing techniques that are now used have resulted in a massive growth in the jargon, technical terms and specialized vocabulary used in professional marketing. In addition, developments in computers at both the PC and mainframe levels now make possible the gathering and analysis of data which measures everything from market share to customer satisfaction. All these developments require at least a working knowledge of a wide spectrum of subjects that range from statistical techniques to the social aspects of target markets. The Dictionary of Marketing has been compiled to supply the marketing professional with definitions and explanations of the terms used in these burgeoning fields.
The Dictionary of Marketing is designed to be the leading marketing dictionary of the Englishspeaking world. On some 800 printed pages it lists more than 5000 terms culled from all areas of marketing. It is thus the most comprehensive reference book available for professionals and students of marketing and related fields. The bock is an attempt to set down an exhaustive range of marketing and marketing-related terms and to provide a definition or, where appropriate, a detailed explanation and description for all entries. In Gases where a term or a definition was originated by, or is otherwise closely linked with, a specific person, the name is given in parentheses. A large number of illustrations, charts and tables are included to make some of the more complex entries easier to understand. In selecting the terms contained in this book, the author has defined marketing widely in order to compile a work of reference that leaves few, if any, questions unanswered.
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