Field guide to marketing Book

Field Guide to Marketing takes the mystique out of marketing with down-to-earth definitions of the most relevant terms and concepts and concise information about today's marketing industry. The main section provides explanations of over 400 carefully selected marketing concepts and topics. Myriad quotations from recognized scholars, business executives, and writers supplement the definitions, provoking deeper thinking--while often reflecting a humorous perspective--about contemporary issues in marketing. Also included are profiles of well-known marketing companies and products, and descriptions of some of the world's most influential advertising agencies. Altogether, Field Guide to Marketing offers a handy primer on today's marketing industry. A Harvard Business/Economist Reference Book.