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"Students of marketing must sort their way through a plethora of concepts, terms and jargon. Norm Govoni′s Dictionary is the answer. Compact, accurate and accessible, it stands as an authoritative resource and a valuable adjunct to our marketing course materials."

--Robb Kopp, Babson College

" The Dictionary of Marketing Communications is the most authoritative and comprehensive lexicon of marketing terms available today. Presented in down-to-earth language, it promises to be an essential and enduring resource for students, beginners, and seasoned professionals alike."

--Suzanne B. Walchli, University of the Pacific

The Dictionary of Marketing Communications contains more than 4,000 entries, including key terms and concepts in the promotion aspect of marketing with coverage of advertising, sales promotion, public relations, direct marketing, personal selling and e-marketing. Growing out of a database of terms compiled over many years by the author for use in his marketing classes at Babson College, this dictionary is a living, growing document reflecting the changing dynamics of the marketing profession. It will be an essential reference to practitioners, managers, academics, students and individuals with an interest in marketing and promotion.

Key Features:

* Provides an up-to-date, accurate, comprehensive collection of terms and concepts that are essential for an understanding of the basic promotion functions of marketing

* Entries are clear, applied, practical and non-technical, designed for both students and professionals

* International entries are included to give the reader a greater awareness of the language of marketing than has been previously available

About the Author

Norman A. Govoni is Professor of Marketing at Babson College, where he served as Division Chair for fifteen years (1975-1990). He is the author of several textbooks including Promotional Management , Fundamentals of Modern Marketing , Sales Management , and Cases in Marketing , all published by Prentice Hall. Among his honors is the Carpenter Prize for Outstanding Contributions to Babson College.

Tabla de contenidos provista por Syndetics

• Preface
• Entries A Through Z
• Resources
• About the Author

Reseñas proporcionadas por Syndetics

CHOICE Review

Govoni's dictionary, which he intends for students and practitioners, offers 4,000 common and professional terms drawn from 120 books, articles, and Web sites listed at the end of the volume. He includes acronyms, legislative acts (e.g., Children's Television Act), major market research firms, marketing directories, marketing publications (SRDS series, Brandweek), traditional marketing terms, the latest lingo such as "split:30," concepts ("TiVo," "bus wrap"), and Web-related terms ("click rate"). Definitions are clear and thoughtful; the definition at "copyright" clarifies what is and is not protected. Whereas other dictionaries such as AMA's Dictionary of Marketing Terms, ed. by Peter D. Bennett (2nd ed., CH, Dec'95), include more marketing research models or financial terminology, Govoni favors industry mainstream terms. Another comprehensive dictionary is Betsy-Ann Toffler and Jane Imber's Dictionary of Marketing Terms (2nd ed., 1994). These three works complement one another, and libraries are justified in owning all of them. While Govoni has not "reinvented the wheel," his marketing dictionary, if pricey, brings a different flavor to the mix and is up-to-date. ^BSumming Up: Recommended. Academic, special, and public libraries. C. Le Beau University of Missouri--Kansas City

Notas de autor provistas por Syndetics

Norman A. P. Govoniis Professor of Marketing at Babson College, and served as Division Chair for fifteen years (1975 - 1990). He is the author of several textbooks including Promotional Management, Fundamentals of Modern Marketing, Sales Management, and Cases in Marketing, all published by Prentice Hall. Among his honors are the Carpenter Prize for Outstanding Contributions to Babson College, Professor of the Year, and The Staake Award for Contributions to Athletics. In September of 2002, ceremonies will be held to dedicate the Babson baseball field as "Govoni Field" in recognition of Dr. Govoni's contribution to athletics at Babson College.