Marketing encyclopedia
Subtitle: issues and trends shaping the future
By: Jeffrey Heilbrunn, editor.
Contributors: Heilbrunn, Jeffrey.; American Marketing Association.
Publisher: American Marketing Association; NTC Business Books
Published: 1995
Place of publication: Chicago; Lincolnwood, Ill
Language: eng
Number of pages: 348
Subjects: Marketing -- Encyclopedias
Other titles: American Marketing Assocication marketing encyclopedia; AMA marketing encyclopedia
Description: Change and challenge have always been essential parts of every marketer's standard lexicon. But in recent years the intensity of both has added two more words to most marketers' vocabularies: uncertainty and opportunity. The AMA Marketing Encyclopedia: Issues and Trends Shaping the Future was written to enable marketers to respond to the challenges of uncertainty and change that have become part of everyday existence and to capitalize on the opportunities those challenges present.
Notes: Includes bibliographical references and index.
At head of title: American Marketing Association