Encyclopaedic Dictionary Of Marketing Management

Marketing Management Is The Business Function That Identifies Customer Needs And Wants, Determines Which Target Markets The Organization Can Best Serve, Designs Appropriate Products, Services And Programmes To Serve These Markets And Calls Upon Everyone In The Organization To Think And Serve Customers From A Societal Viewpoint. Marketing Management Links A Societys Material Requirements And Its Economic Patterns Of Response. In Order To Deal With These Aspects, The Encyclopaedic Dictionary Of Marketing Management Has Been Compiled And Edited. It Is More Or Less A Dictionary But Encyclopaedia In Its Contents And Nature Of Presentation. Apart Form The Interpretation Of Technical Terms, This Encyclopaedia Includes Under Appropriate Heads, The Contribution Made By Marketing Experts, Economists, Institutions Made By Marketing Experts, And Institutions Of Relevant Concepts And Techniques. They Encyclopaedic Character Of The Dictionary Is Also Reflected In Its Comprehensiveness In The Sense That It Covers The Terminology Related With All The Functional Areas Of Marketing Management, Institutions Which Constitute The Infrastructure Of The Corporate World, Agencies And Organizations That Closely Interact With The Financial Management. The Terms Are Explained In That Relevant Context And Illustrated, Where Needed.This Encyclopaedic Dictionary Is Expected To Serve As A Ready Reference For Professional And Practicing Marketing Managers, Functional Executives And Those Seeking Managerial Positions In The Public And Private Sector Organizations, Besides Marketing Management Consultants, Sales Executives, Professional Accountants And Academics.