Macmillan Dictionary of Marketing and Advertising
The third edition of the much acclaimed Macmillan Dictionary of Marketing and Advertising, is the definitive resource for all those who wish to be familiar with marketing and advertising terms. It has been thoroughly up-dated and expanded ensuring it refl
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MARKETING AND ADVERTISING Third Edition
Michael J. Baker
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© Michael J. Baker 1984, 1985, 1990, 1998 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, 90 Tottenham Court Road, London WI P 9HE. Any person who does any unauthorised act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The author has asserted his right to be identified as the author of this work in accordance with the Copyright, Designs and Patents Act 1988. First hardcover edition 1984 Paperback first published 1985 Second edition 1990 Reprinted three times Third edition 1998 Published by MACMILLAN PRESS LTD Houndmills, Basingstoke, Hampshire RG21 6XS and London Companies and representatives throughout the world ISBN 978-0-333-71566-6 DOl 10.1007/978-1-349-26479-7
ISBN 978-1-349-26479-7 (eBook)
A catalogue record for this book is available from the British Library. This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. 10987654321 07 06 05 04 03 02 01 00 99 98
MAJOR CONTRIBUTORS Michael J Baker Keith Crosier
OTHER CONTRIBUTORS George Avlonitis Ken N Bernard J ABound Kevin A Boyle AJBrown Douglas Brownlie James R Bureau Marie Clare Cameron 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 Peas ton Margaret D Potts Michael Saren Steve K Tagg 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. In 1990 a revised second edition was published. As with the first edition, while the editor took responsibility for many of the entries, the overall work was very much a collaborative effort on the part of members of the Department of Marketing at Strathclyde University. Their names are listed on the title page and their contributions are still identified by their initials following the entries for which they were responsible. Since 1990 not only have the number of terms and phrases continued to grow but many of the original contributors have moved to other appointments, retired etc. Acco
