1.

Record Nr.

UNINA9910453714803321

Autore

Berger Arthur Asa <1933-, >

Titolo

Dictionary of advertising and marketing concepts / / Arthur Asa Berger

Pubbl/distr/stampa

London : , : Routledge, , 2016

ISBN

1-315-43052-5

1-315-43053-3

1-61132-987-6

Descrizione fisica

1 online resource (145 p.)

Disciplina

658.8003

Soggetti

Advertising

Marketing

Electronic books.

Lingua di pubblicazione

Inglese

Formato

Materiale a stampa

Livello bibliografico

Monografia

Note generali

First published 2013 by Left Coast Press, Inc.

Nota di bibliografia

Includes bibliographical references.

Nota di contenuto

Foreword; Acknowledgements; A; B; C; D; E; F; G; H; I; L; M; N; P; Q; R; S; T; U; V; About the Author

Sommario/riassunto

"From AdBusters to viral marketing, this brief dictionary of ideas and concepts contains over 100 extended, illuminating entries to bring the novice up to speed on the advertising/marketing world and the ideas that underlie it. For the neophyte professional, it describes the various players and strategies of the industry. For the student, it summarizes the key ideas of the most important cultural theorists introduced in advertising and marketing courses. For everyone, it helps explain the cultural, economic, and psychological role that advertising concepts play in society. A handy introduction for students and a quick reference for young professionals"--Provided by publisher.