Dictionary of marketing and advertising

the long version

Over 5.500 authoritative, comprehensive, and up-to-date definitions of every important word, term, and phrase used in marketing and advertising today. Defines terminology used in marketing, print and broadcast advertising, merchandising, packaging, sales, consumer behavior, direct mail, and market research; defines words in all current professional contexts, widest usage is cited first and remaining definitions are listed by area of specialty and thoroughly cross-referenced; incorporates terms from both government and private-sector organizations, definitions are prepared in cooperation with leading specialists; encompasses new terms from international marketing and advertising; provides a wealth of synonyms, acronyms, and abbreviations.--From publisher description.