The Blackwell Encyclopedic Dictionary of Marketing

This volume forms part of the 12‐volume Blackwell Encyclopedia of Management. It sets out to provide “clear, concise, up‐to‐the minute, and highly informative definitions and explanations of the key concepts covering the whole of the fast changing field of contemporary marketing”. The editors state in their introduction that compiling a dictionary on the subject of marketing presented them with “an interesting challenge” for although marketing as a practice has long been with us, it is only since the 1950s that it began to become accepted as an academic discipline. Hence, there is much on‐going debate as to what constitutes...