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Capitalize on the challenges of uncertainty and change that have become part of everyday marketing. Here, a panel of leading marketing experts have surveyed the key areas of marketing, identified current trends, and provided their prescriptions for the future. Jeffrey Heilbrunn keeps you informed of cutting-edge marketing terminology as well as classical, mainstream concepts.

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The AMA Marketing Encyclopedia is highly recommended for anyone seeking the hottest new concepts to find, satisfy, and keep customers. Students new to the field of marketing as well as seasoned professionals will find this publication extremely helpful. Prominent practitioners have been selected to contribute chapters on almost every facet of current issues and trends in marketing. Major sections cover new products and services; creative communications; customer service strategies; marketing channels and selling systems; strategic marketing management; micromarketing; information collection and analysis; and TQM and the future of marketing. Valuable, up-to-date information is provided for both marketing educators and practitioners, and the presentations may challenge their thinking about marketing. The volume also contains brief biographies of the contributors, which provide important who's who information on these marketing leaders. A must for any complete marketing library. All levels. W. G. Ellis; New England College