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Brief entries define some 2,500 marketing terms in this dictionary covering everyday professional terminology and the specialized vocabulary in corporate and academic use. This second edition reflects the explosion of the language over the past quarter century. Useful for students and executives. An

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CHOICE Review

Bennett, aided by contributions from more than 30 of the world's leading marketing scholars and authors, has produced a revised edition of the 1988 edition. It includes definitions for some 2,500 terms, alphabetically arranged, from the disciplines of marketing, distribution, retailing, statistics, and general business. Academics, corporate professionals, general readers, and students will find this edition clear and comprehensive. Acronyms, abbreviations, and see references are highlighted in bold type for ease of use. A bibliography entitled "References" is included as a supplement to the entries. Owners of the previous edition should consider purchasing this updated text. Recommended for all readers. A. Todman; St. John's University (NY)

Booklist Review

This completely revised and expanded marketing dictionary, first issued in 1988, is published in conjunction with the world's foremost marketing authority, the American Marketing Association. Bennett, editor of both editions, is a faculty member at Pennsylvania State University. A team of marketing experts across the country put together up-to-date definitions for more than 2,500 marketing terms. The names of the contributors are listed with their areas of expertise in the preface, and their initials follow the definitions they wrote. Definitions range from a sentence or two (e.g., infomercial) to a paragraph (logit model). Numerous cross-references help users find the definitions they need. Students and business professionals will find this source easy to use and invaluable. As the editor states, "the language of marketing is a living thing that changes with advances in the discipline and the profession." This new edition will be welcomed by business students and others to help them keep up with changes in this evolving discipline. Public libraries and academic libraries will need this new marketing reference. (Reviewed November 15, 1995)