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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.
Over 4,000 entries on the promotions side of marketing. Topics include advertising, sales promotion, public relations, and direct marketing. Written by a business professor based upon observed student needs.
Interactive Advertising Bureau (IAB).
Created by IAB to provide a centralized spot where marketers, agencies and interactive publishers could collaboratively populate a database of information on interactive advertising.
A collaborative effort by Advertising Age, Duke University, and the Museum of Broadcast Communications. Features over 600 entries and color reproductions. Topics include theory, strategy, and practice, as well as major ad agencies, brands, campaigns, and prominent professionals.
Over 350 entries ranging from brief synopses to essays with references. 6 volumes cover marketing strategy, research, consumer behavior, advertising and integrated communication, product innovation and management, and international issues. A BRASS Noteworthy Business Reference Source for 2011.