Dictionary of Marketing
Over 2000 professional terms and techniques
International Dictionary of Marketing
You will find this Dictionary very practical, with text designed as a guide on a dayto-
day level. It can help you in two ways. First, it uses language that people
actually speak, and helps to make clearer much of the jargon used in marketing.
you read in a marketing magazine about FMCG but the author,
assuming that everybody knows what this means, fails to explain it. The Dictionary
comes to your aid. In a marketing textbook, you come across a term that the author
uses and discusses, but which you still cannot fully appreciate. The Dictionary may
help to resolve this.
Second, on an even more pragmatic level, it explains marketing practices and
procedures. You may, for example, be interested in how the monitoring of Web
site hits is carried out. The Dictionary comes to the rescue by explaining ABC//
electronic monitoring. Or, you may be undecided whether to use litho or flexography
for a catalogue or brochure. The Dictionary helps you to make up your
mind, and to understand what your printer is saying.
Value for time and effort
In an ordinary dictionary, you usually find little but definitions. Here, you find a
more encyclopaedic approach, and good value for your time and effort. The
Dictionary includes clear explanations, observation and comment, plus guidelines
and advice based on practical experience.
Video News Release Broadcast communications, Editorial, Public relations
A corporate or product news item, prepared and edited before submission to
television stations; popularly referred to as VNR . Current wisdom on VNRs is that,
on a busy news day a VNR can get an item on air mainly because it is already in
the can; that is, complete and ready for transmission. However, mere submission
of a VNR will not guarantee airtime. . .