A Dictionary of Marketing
- ISBN-10
- 0191044997
- ISBN-13
- 9780191044991
- Category
- Business & Economics
- Pages
- 448
- Language
- English
- Published
- 2011-03-24
- Publisher
- OUP Oxford
- Author
- Charles Doyle
Description
A Dictionary of Marketing is an accessible and wide-ranging A-Z, providing over 2,600 entries on topics spanning terms for traditional marketing techniques (from strategy, positioning, segmentation, and branding, to all aspects of marketing planning, research, and analysis), as well as leading marketing theories and concepts. Both classic and modern marketing techniques are covered. Entries reflect modern changes in marketing practice, including the use of digital and multi media, the impact of the world wide web on advertising, and the increased influence of social media, search engine optimization, and global marketing. Also included is a time line of the development of marketing as a discipline and the key events that impacted the development, as well as over 100 relevant web links, accessed and updated via a companion website. In addition, the main appendix provides greater depth on the subject, including advertising and brand case studies with a strong international focus. These are arranged thematically, e.g. automobile industry, food and drink, luxury goods, and focus on iconic brands, marketing campaigns, and slogans of the 20th century that have permeated our collective consciousness, exploring how the ideas defined in the main text of the book have been utilised successfully in practice across the globe. This dictionary is an indispensable resource for students of marketing and related disciplines, as well as a practical guide for professional practitioners.
Get the book
Other editions
Similar books
-
The Dictionary of Marketing
By Azaz MotiwalaThe Dictionary of Marketing has been carefully designed to give both the expert and the student/newcomer overviews and succinct presentations of the most important traditional and contemporary issues in marketing.The Dictionary of Marketing ...
-
Dictionary of Marketing Communications
By Norman A. P. GovoniWith over 4000 entries, including key terms and concepts covering advertising, sales promotion, public relations, direct marketing, personal selling and e-marketing, this text reflects the changing dynamics of the marketing profession.
-
The Advanced Dictionary of Marketing: Putting Theory to Use
By Scott DackoWith over 1,000 entries ranging in length and depth, it is the ideal reference guide for researchers, directors, managers, and anyone studying marketing for a professional or academic qualification.
-
Dictionary of Marketing: English-German
Dictionary of Marketing: English-German
-
The Dictionary of Marketing
By Rona Ostrow, Sweetman R. SmithThe Dictionary of Marketing
-
A Dictionary of Marketing
By Charles DoyleThis is an accessible A-Z guide to all areas of marketing.
-
Dictionary of Marketing and Advertising
By Jerry M. RosenbergAuthoritative, comprehensive, and up-to-date defintions of every important word, term, and phrase used in marketing and advertising today Written by one of the industry’s most respected experts and consultant to...
-
Dictionary of Marketing & Advertising
By Michael J. BakerDictionary of Marketing & Advertising
-
The CIM Marketing Dictionary
By John Stapleton, Norman HartThe CIM Marketing Dictionary the 5th edition of the best-selling Dictionary of Marketing now contains over 3,000 terms.
-
Dictionary of Marketing
By Peter Hodgson Collin, A.. IvanovicThis is a comprehensive vocabulary of marketing terms, all explained in clear, simple English.