© 1998

Macmillan Dictionary of Marketing and Advertising

  • Authors

Table of contents

  1. Front Matter
    Pages i-xix
  2. A
    Michael J. Baker
    Pages 1-26
  3. B
    Michael J. Baker
    Pages 27-45
  4. C
    Michael J. Baker
    Pages 46-79
  5. D
    Michael J. Baker
    Pages 80-94
  6. E
    Michael J. Baker
    Pages 95-105
  7. F
    Michael J. Baker
    Pages 106-113
  8. G
    Michael J. Baker
    Pages 114-119
  9. H
    Michael J. Baker
    Pages 120-125
  10. I
    Michael J. Baker
    Pages 126-137
  11. J
    Michael J. Baker
    Pages 138-140
  12. K
    Michael J. Baker
    Pages 141-142
  13. L
    Michael J. Baker
    Pages 143-151
  14. M
    Michael J. Baker
    Pages 152-177
  15. N
    Michael J. Baker
    Pages 178-184
  16. O
    Michael J. Baker
    Pages 185-192
  17. P
    Michael J. Baker
    Pages 193-224
  18. Q
    Michael J. Baker
    Pages 225-226
  19. R
    Michael J. Baker
    Pages 227-240
  20. S
    Michael J. Baker
    Pages 241-270

About this book


The third edition of the much acclaimed Macmillan Dictionary of Marketing and Advertising, is the definitive resource for all those who wish to be familiar with marketing and advertising terms. It has been thoroughly up-dated and expanded ensuring it reflects the most recent conceptual and linguistic developments in this increasingly important and influential field. Encyclopaedic in coverage and providing clear and informative definitions, this book is ideal both for students and practitioners of advertising and marketing and the interested lay person.


Advertising development interest marketing

About the authors

MICHAEL J. BAKER is Professor of Marketing at the University of Strathclyde where he was Head of the Marketing Department from its inception in 1971 until 1988. He has also held positions as Dean of the School of Business Administration at Strathclyde, Chairman of the Institute of Marketing and Governor of the CAM Foundation. He was the Founding Editor of the Journal of Marketing Management.

As a prolific and highly regarded writer he is the author of over 20 books, many of which have been published by Macmillan.

Bibliographic information

  • Book Title Macmillan Dictionary of Marketing and Advertising
  • Editors M. Baker
  • DOI
  • Copyright Information Michael J. Baker 1998
  • Publisher Name Palgrave, London
  • eBook Packages Palgrave Business & Management Collection Business and Management (R0)
  • Hardcover ISBN 978-0-333-71565-9
  • Softcover ISBN 978-0-333-71566-6
  • eBook ISBN 978-1-349-26479-7
  • Edition Number 3
  • Number of Pages XIX, 293
  • Number of Illustrations 0 b/w illustrations, 0 illustrations in colour
  • Additional Information Previously published under the imprint Palgrave
  • Topics Marketing
  • Buy this book on publisher's site
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