This dictionary of marketing should prove useful to anyone who requires an authoritative guide to marketing terms, whether a professional marketeer, or in business, or simply a student of this subject. Marketing is now all-pervasive, with marketing techniques being applied to virtually all human activities, from charity work to major industries and the strange world of celebrity creation. From "global marketing" to "relationship marketing", from "b2b marketing" to "1 to 1 marketing", from "viral marketing" to "ideas marketing", this dictionary provides a comprehensive guide to this subject.