A dictionary of marketing / Charles Doyle.
Material type:
TextSeries: Oxford paperback referencePublication details: Oxford ; New York : Oxford University Press, c2011. Description: x, 436 p. : ill. ; 20 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9780199590230Other title: Oxford dictionary of marketing [Cover title] | MarketingSubject(s): Marketing -- Dictionaries | Marketing -- Terminology | MarketingGenre/Form: Wörterbuch. | Dictionaries. | Dictionaries.DDC classification: R 658.8003 DOYL Online resources: Contributor biographical information | Publisher description Summary: Provides 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. Covers both classic and modern marketing techniques. Reflects modern changes in marketing practice, including the use of digital media and multimedia, the impact of the world wide web on advertising, and the increased influence of social media, search engine optimization, and global marketing. Includes a time line of the development of marketing as a discipline and the key events that impacted the development. Looks at iconic brands of the 20th and 21st centuries, including advertising and brand case studies with a strong international focus.
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Provides 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. Covers both classic and modern marketing techniques. Reflects modern changes in marketing practice, including the use of digital media and multimedia, the impact of the world wide web on advertising, and the increased influence of social media, search engine optimization, and global marketing. Includes a time line of the development of marketing as a discipline and the key events that impacted the development. Looks at iconic brands of the 20th and 21st centuries, including advertising and brand case studies with a strong international focus.
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