If you want a clear well written and authoritative introduction to the ideasand concepts that underpin the marketing discipline this the book for you Emeritus P... » 

If you want a clear well written and authoritative introduction to the ideasand concepts that underpin the marketing discipline this the book for you Emeritus Professor Michael J BakerThe perfect quick reference text for your marketing course Key Concepts inMarketing introduces and examines the key issues methods models and debatesthat define the field of marketing today.Over 50 essential concepts are covered including the marketing mix brandingconsumerism marketing communication and corporate image.Each entries features Useful definition box Summary of the concept A broader discussion Examples and illustrations Key literature referencesThis extremely readable and accessible format provides the reader a wealth ofinformation at their fingertips and provides a valuable reference to anystudent of marketing.The SAGE Key Concepts series provides students with accessible andauthoritative knowledge of the essential topics in a variety of disciplines.Crossreferenced throughout the format encourages critical evaluation throughunderstanding. Written by experienced and respected academics the books areindispensable study aids and guides to comprehension. «