A Dictionary of Marketing

Nonfiction, Reference & Language, Dictionaries, Reference, Business & Finance
Cover of the book A Dictionary of Marketing by Charles Doyle, OUP Oxford
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Charles Doyle ISBN: 9780191059605
Publisher: OUP Oxford Publication: April 28, 2016
Imprint: OUP Oxford Language: English
Author: Charles Doyle
ISBN: 9780191059605
Publisher: OUP Oxford
Publication: April 28, 2016
Imprint: OUP Oxford
Language: English

A Dictionary of Marketing is an accessible and wide-ranging A-Z, providing over 2,500 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 and search engines on advertising and the rise of global brand management. 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 and people with a general interest in marketing.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

A Dictionary of Marketing is an accessible and wide-ranging A-Z, providing over 2,500 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 and search engines on advertising and the rise of global brand management. 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 and people with a general interest in marketing.

More books from OUP Oxford

Cover of the book Heart Failure by Charles Doyle
Cover of the book Oxford Guide to Behavioural Experiments in Cognitive Therapy by Charles Doyle
Cover of the book The Latin New Testament by Charles Doyle
Cover of the book Insiders versus Outsiders by Charles Doyle
Cover of the book Monaghan on Equality Law by Charles Doyle
Cover of the book The BRIC States and Outward Foreign Direct Investment by Charles Doyle
Cover of the book Fossils: A Very Short Introduction by Charles Doyle
Cover of the book Persuasion by Charles Doyle
Cover of the book Law and Values in the European Union by Charles Doyle
Cover of the book Lupus by Charles Doyle
Cover of the book The Twilight of Constitutionalism? by Charles Doyle
Cover of the book International Organizations and the Fight for Accountability by Charles Doyle
Cover of the book The Oxford Handbook of Environmental Political Theory by Charles Doyle
Cover of the book The Beau Monde: Fashionable Society in Georgian London by Charles Doyle
Cover of the book Fundamentals of Computational Neuroscience by Charles Doyle
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy