Macmillan Dictionary of Marketing and Advertising
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MARKETING AND ADVERTISING
MACMILLAN
DICTIONARY OF
MARKETING AND ADVERTISING Second Edition
Michael J. Baker
M
ISBN 978-1-349-10064-4 (eBook) ISBN 978-1-349-10066-8 DOI 10.1007/978-1-349-10064-4 © Michael J. Baker, 1984, 1985, 1990 978-0-333-45994-2 Softcover reprint of the hardcover 1st edition 1990 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No paragraph of this publication may be reproduced, copied, or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, 33-4 Alfred Place, London WC1E 7DP. Any person who does any unauthorised act in relation to this publication may be liable to criminal prosecution and civil claims for damages. First edition published 1984 Paperback first published 1985, reprinted 1987. Second edition first published 1990 by THE MACMILLAN PRESS LTD London and Basingstoke Associated companies in Auckland, Delhi, Dublin, Gaborone, Hamburg, Harare, Hong Kong, Johannesburg, Kuala Lumpur, Lagos, Manzini, Melbourne, Mexico City, Nairobi, New York, Singapore, Tokyo. British Library Cataloguing in Publication Data Baker, Michael J. (Michael John) 1935Macmillan dictionary of marketing and advertising. - 2nd ed. 1. Marketing I. Title 658.8 ISBN 978-0-333-51604-1 ISBN 978-0-333-51605-8 pbk The paperback edition of this book is sold subject to the condition that it shall not, by way of trade or otherwise, be lent, resold, hired out, or otherwise circulated without the publisher's prior consent in any form of binding or cover other than that in which it is published and without a similar condition including this condition being imposed on the subsequent purchaser.
MAJOR CONTRIBUTORS Michael J Baker Ken N Bernard Marie Clare Cameron Keith Crosier Steve K Tagg
OTHER CONTRIBUTORS George A vlonitis J ABound AJBrown Kevin A Boyle Douglas Brownlie James R Bureau Kenneth R Deans Sandra Deans WDonaldson J L Drayton Keith Fletcher Joanna Kinsey Douglas Leathar James M Livingstone Gerald Michaluk Barry R Moore Stephen T Parkinson Graham K Peaston Margaret D Potts Michael Saren Colin N Wheeler Alan M Wilson
Introduction Since its first publication in 1984, the upsurge of interest in the subject of marketing which prompted the preparation of a Dictionary of Marketing and Advertising has continued unabated. Indeed, if anything, it has gathered momentum and greatly increased the number of persons exposed to terms and phrases which were formerly the preserve of the marketing specialist. At the same time, emphasis upon marketing as a major factor contributing to competitive success and its recognition as a major business function has resulted in a rapid expansion of the vocabulary of the subject. To respond to these changes, a new, revised edition is clearly called for and, with the collaboration of my colleagues in the Department of Marketing at Strathclyde Univers
