This glossary contains more than 4000 terms and concepts that are important in the language of marketing. In the attempt to compile the consummate glossary, many sources were consulted, among them textbooks, journals, online sources, and practitioners of the several disciplines that constitute marketing. The glossary is far from finished and will always be a work-in-progress. There will be a periodic additions and revisions as we strive to make this a complete and up-to-date list of the key terms and concepts in the marketing lexicon.
The glossary presented here originated with a book entitled DICTIONARY OF MARKETING COMMUNICATIONS, by Norman A. Govoni, published by Sage Publications, Inc., 2004.