AMA Marketing Encyclopedia

Capitalize on the challenges of uncertainty and change that have become part of everyday marketing. Here, a panel of leading marketing experts have surveyed the key areas of marketing, identified current trends, and provided their prescriptions forMoreCapitalize on the challenges of uncertainty and change that have become part of everyday marketing. Here, a panel of leading marketing experts have surveyed the key areas of marketing, identified current trends, and provided their prescriptions for the future. Jeffrey Heilbrunn keeps you informed of cutting-edge marketing terminology as well as classical, mainstream concepts.