This comprehensive reference work provides some 3,000 updated, internationally recognized descriptions of marketing concepts covering 19 topic areas such as essential concepts, buyer behavior, product and brands policy, price policy, services marketing, business-to-business marketing, not-for-profit marketing, international marketing, and legal aspects. First published by Wolters-Noordhoff BV, Groningen, The Netherlands, 1993. Annotation c. by Book News, Inc., Portland, Or.
