A Dictionary of Marketing

The pervasive power of marketing surrounds us daily. It influences how we choose products or services and is used effectively by the companies, public bodies or organisations we work for. Even charities and volunteer groups cannot perform effectively without some form of marketing. Yet this is a relatively new academic discipline with the first courses in marketing taught a little over a hundred years ago in the USA.

There is no doubt marketing has been round a lot longer (civilizations have always traded) but its recognition as a formal discipline has been slow to be acknowledged. Perhaps that is because...