GLOSSARY

This glossary contains over 4000 terms and concepts that are important in the language of marketing communications. 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 communications. 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 an up-to-date list of the key terms and concepts of the marketing communications lexicon.

The glossary presented here is the uncopyedited version of the DICTIONARY OF MARKETING COMMUNICATIONS, by Norman A. Govoni, published by Sage Publications, Inc., 2004.