Universidad EAFIT

Intercultural Management
Dr. Juan Carlos Daz Vsquez
Workshop on ICTs in IB

Name: Santiago Mira Aristizabal and Kim Sarah Quistorf

Date: 03.11.17
Chosen Sub-category: Public Relations and Marketing

Exercise 1:
Marketing:
AMA Dictionary, available on https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=A, American Marketing
Association, last update: 2017
Glossary of Marketing Terms and Definitions, available on https://www.thebalance.com/marketing-terms-and-
definitions-2295418, Laura Lake, The Balance, last update: August 22, 2017
The Ultimate Inbound Marketing Glossary, available on
http://cdn2.hubspot.net/hub/53/blog/docs/ebooks/the_ultimate_inbound_marketing_glossary.pdf, Magdalena
Georgieva, HubSpot
The Internet Marketing Glossary, available on https://www.marketingterms.com/dictionary/, Sean Orourke,
MarketingTerms.com, last update: 2017
A Dictionary of Marketing (4 ed.), available on
http://www.oxfordreference.com/view/10.1093/acref/9780198736424.001.0001/acref-9780198736424, Charles Doyle,
Oxford University Press, last update: 2016

Public Relations:
Public Relations Terminology Helpful PR Definitions, available on https://www.motionpr.net/public-relations-
terminology/, Kimberly Eberl, Motion PR, last update: September 1, 2011
Dictionary of Public Relations Measurement and Research, available on http://www.instituteforpr.org/wp-
content/uploads/Dictionary-of-Public-Relations-Measurement-and-Research-3rd-Edition.pdf, Dr. Don W. Stacks and
Dr. Shannon A. Bowen, Institute for Public Relations, last update: 2013
International Public Relations Glossary, available on https://octavioislas.files.wordpress.com/2013/03/12-omam-1115-
worldcom_glossarya.pdf, Worldcom Public Relations Group, last updated: January 2013
Study Guide for the Examination for Accreditation in Public Relations, available on https://www.prsa.org/wp-
content/uploads/2016/07/apr-study-guide.pdf, Douglas F. Cannon, Universal Accreditation Board, last update: 2016

Exercise 2:
Marketing:
AMA Dictionary, available on https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=A, American Marketing
Association, last update: 2017
A Dictionary of Marketing (4 ed.), available on
http://www.oxfordreference.com/view/10.1093/acref/9780198736424.001.0001/acref-9780198736424, Charles Doyle,
Oxford University Press, last update: 2016
The AMA Dictionary seems to be a genuine business glossary, because since the print version of 1995 new terms
have been constantly added. From the listed glossaries in Exercise 1 it presumably has the most entries and is widely
accepted, as it is created by a very well-known and association employing a lot of specialists of the chosen field. The
fact that the American Marketing Association created it makes this glossary very official. While searching for the
meanings of specific terms a lot of people would probably chose a source they already know and trust.
The same applies for the Dictionary of Marketing, whose latest edition has been released by the publisher Oxford
University in 2016. The entries are updated every once in a while, because this field of business has experienced a
lot of changes over the past few years due to the growing importance of the Internet and Social Media. As the
publisher also has a very good reputation, it is very likely to only release high quality content of experts in the field of
Marketing that people researching and working in that field trust. A disadvantage of this glossary is that it has to be
either purchased as a book or one has to log in to the platform to view the whole content, which means not everyone
has access to this glossary.

Public Relations:
International Public Relations Glossary, available on https://octavioislas.files.wordpress.com/2013/03/12-omam-1115-
worldcom_glossarya.pdf, Worldcom Public Relations Group, last updated: January 2013
Study Guide for the Examination for Accreditation in Public Relations, available on https://www.prsa.org/wp-
content/uploads/2016/07/apr-study-guide.pdf, Douglas F. Cannon, Universal Accreditation Board, last update: 2016
The International Public Relations Glossary has also been created by a group that specialized in the field of Public
Relations, which means a lot of highly qualified people have been doing research to create this glossary so that a lot
of business authors probably rely on their definitions.
The same applies for the Study Guide for the Examination for Accreditation in Public Relations, which is a study
guide that provides definitions of the used terminology at the end of the chapter. Both of the glossaries contain similar
definitions, which reinforce the assumption that both of them are genuine, but also means that they are overlapping.
A difference is that the first glossary has more entries than the second one.

Exercise 3:
Marketing:
AMA Dictionary, available on https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=A, American Marketing
Association, last update: 2017
The reason the AMA Dictionary was chosen for inclusion include all the reasons already mentioned in Exercise 2: it
contains the most entries, it is the oldest, but new terms are constantly added, it was created by experts of the field of
Marketing, and it is widely accepted and therefore genuine. Furthermore, it is freely accessible to the public, one just
has to enter the website and can view the glossary. It is also free from examples, notes and so on and it also contains
entries for each specific meaning. One disadvantage might be that this glossary is not very cohesive, general terms
are not directly followed by related, but more specific terms. The glossary is ordered alphabetically.

Public Relations:
International Public Relations Glossary, available on https://octavioislas.files.wordpress.com/2013/03/12-omam-1115-
worldcom_glossarya.pdf, Worldcom Public Relations Group, last updated: January 2013
We chose the International Public Relations Glossary for inclusion for several reasons. As mentioned before, this
glossary has been developed by specialists in the field of Public Relations and it contains more entries than the other
genuine glossary. Furthermore, the glossary is free from examples and notes, it is freely accessible to the public and
it has an entry for each specific meaning. But like the chosen glossary for the field of Marketing it is ordered
alphabetically, so general terms are not followed by more specific terms in case they dont start with the same letters.