@article{911157,
      recid = {911157},
      author = {Berger, Arthur Asa,},
      title = {Dictionary of advertising and marketing concepts /},
      pages = {1 online resource (144 pages) :},
      abstract = {"From AdBusters to viral marketing, this brief dictionary  of ideas and concepts contains over 100 extended,  illuminating entries to bring the novice up to speed on the  advertising/marketing world and the ideas that underlie it.  For the neophyte professional, it describes the various  players and strategies of the industry. For the student, it  summarizes the key ideas of the most important cultural  theorists introduced in advertising and marketing courses.  For everyone, it helps explain the cultural, economic, and  psychological role that advertising concepts play in  society. A handy introduction for students and a quick  reference for young professionals"--},
      url = {http://library.usi.edu/record/911157},
}