A Dictionary of Marketing (Oxford Quick Reference) - Softcover

Doyle, Charles

Softcover

ISBN 10: 0199590230 ISBN 13: 9780199590230

Publisher: Oxford University Press, 2011

Synopsis

Offering international coverage, this accessible and wide-ranging guide provides over 2,600 alphabetical entries on virtually every aspect of marketing, ranging from traditional marketing techniques and key theories to the recent explosion of internet-related marketing methods. Users will find entries on planning, pricing, promotion, positioning, pod-casting, social media marketing, and search engine optimization, among many other topics. The book also features a time line of key events and over 100 web links, accessed via an up-to-date companion website. In addition, the main appendix provides greater depth on the subject, including advertising and marketing case studies with a strong international focus. These are arranged thematically--automobile industry, food and drink, luxury goods, and so on--illuminating the iconic brands, marketing campaigns, and the slogans that have permeated our collective consciousness, exploring how the ideas defined in the main text of the book have been utilized 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 professionals.

About this title

About the Author:

Charles Doyle is currently Chief Marketing Officer and Head of Research at Jones Lang Lasalle in London.

About this edition

• Publisher: Oxford University Press
• Publication date: 2011
• ISBN 10: 0199590230
• ISBN 13: 9780199590230
• Binding: Paperback
• Edition number: 1
• Number of pages: 436