Academic Dictionary of Marketing

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The present publication is an up-to-date, authentic and comprehensive dictionary of marketing, which recognizes that marketing is a field in its own right, with its own language, and that terms and their definitions are important for professionals and students of marketing management. It aims to provide clear, concise, and correct definitions and descriptions of the terms used in mark3eting. This work is designed to be a comprehensive reference tool for Marketing professionals, students and laymen interested in Marketing. It is earnestly hoped that it will be an authoritative source to which one can turn with confidence for meaning and knowledge of the common, specialized and latest terms in Marketing and allied fields

ABOUT THE AUTHOR Prakash Mathur

Prakash Mathur, a senior management consultant and a renowned teacher did his MBA degree in London. He has been teaching management at the post-graduate level for the last two decades. His fields of specialization are personnel and production management, and marketing and business administration. He has participated in many national as well as international conferences on management and business administration. He is the author of many outstanding books and has published more than fifty-five research papers in professional journals of repute.