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While it is educational and informing it is also a jolly good read′ - Heather Skinner, Principal Lecturer, Glamorgan Business School    The perfect quick reference text for your marketing course, Key Concepts in Marketing introduces and examines the key issues, methods, models and debates that define the field of marketing today.        Over 50 essential concepts are covered, including the marketing mix, branding, consumerism, marketing communication and corporate image.        Each entries features:    - Useful definition box    - Summary of the concept    - A broader discussion     - Examples and illustrations    - Key literature references               This extremely readable and accessible format provides the reader a wealth of information at their fingertips, and provides a valuable reference to any student of marketing.                The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. 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