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The Penguin Dictionary of Marketing
“The Penguin Dictionary of Marketing” is the only one-volume dictionary of its kind to offer full sections of international terms, giving it a truly global readership.
Covering everything from direct marketing to slogans, political marketing to corporate affairs this is ideal for A-level and undergraduate students and anyone with an interest in this exciting and innovative discipline.
About the Author
Professor Phil Harris is head of the Department of Marketing at The University of Otago. He has worked around the world in business, government and not-for-profit sector markets. His expertise range from branding, corporate reputation and networks to lobbying, political marketing and public affairs. He has authored and edited several marketing handbooks, including Machiavelli, Marketing and Management and is joint editor of the Journal of Public Affairs.