A Dictionary of Marketing

Paperback | May 2, 2016

byCharles Doyle

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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 leadingmarketing 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 searchengines 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, includingadvertising 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, exploringhow 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 generalinterest in marketing.

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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 leadingmarketing theories and concepts. Both class...

Dr Charles Doyle is currently the Chief Marketing and Communications Officer for JLL (Jones Lang LaSalle), one of the largest global commercial real estate companies. With 30 years of experience with major international companies throughout the world, Dr Doyle has specialized in strategic marketing, communications and business developm...

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Format:PaperbackDimensions:544 pages, 7.72 × 5.08 × 0.01 inPublished:May 2, 2016Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0198736428

ISBN - 13:9780198736424

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Table of Contents

Introduction to the Fourth EditionAcknowledgementsDedicationA Dictionary of MarketingAppendicesAppendix 1: History of modern marketing: Timeline of key events and conceptsAppendix 2: Iconic brands of the 20th and 21st centuriesAppendix 3: Some notable advertising slogansAppendix 4: Web links