Dictionary of Marketing Communications
Norman A.P. Govoni
"Students of marketing must sort their way through a plethora of concepts, terms and jargon. Norm Govoni′s Dictionary is the answer. Compact, accurate and accessible, it stands as an authoritative resource and a valuable adjunct to our marketing course materials."
—Robb Kopp, Babson College
"The Dictionary of Marketing Communications 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."
—Suzanne B. Walchli, University of the Pacific
The Dictionary of Marketing Communications contains more than 4,000 entries, including key terms and concepts in the promotion ... Read more
Key Features:
* 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
* Entries are clear, applied, practical and non-technical, designed for both students and professionals
* International entries are included to give the reader a greater awareness of the language of marketing than has been previously available
About the Author
Norman 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 Promotional Management, Fundamentals of Modern Marketing, Sales Management, and Cases in Marketing, all published by Prentice Hall. Among his honors is the Carpenter Prize for Outstanding Contributions to Babson College.
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About Norman A.P. Govoni
Reviews for Dictionary of Marketing Communications
Robb Kopp "The Dictionary of Marketing Communications is the most authoritative and comprehensive lexicon of marketing terms available today. ... Read more