Journals Higher Education

$19.95

Paperback

15 May 2011

416 Pages | 30 line drawings for charts and graphs, 6 tables

5 1/8 x 7 3/4 inches

ISBN: 9780199590230


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A Dictionary of Marketing

Charles Doyle

Oxford Paperback Reference

  • An essential point of quick-reference for all marketing students, containing over 2,600 clear and authoritative entries, with a strong international focus
  • Additional in depth coverage of key elements of marketing (e.g. how to prepare an advertising campaign, comparison of advertising and PR)
  • Increased coverage of internet-related marketing techniques such as web, digital, and social media marketing, and search engine optimization
  • Covers terms relating to all dimensions of marketing including the following: the planning, execution, pricing, promotion, positioning and distribution of products, services, and ideas
  • Coverage of the theory, conceptual basis, and history, as well as the practice, of marketing
  • Includes appendices that provide greater depth on specific advertising and iconic brand case studies (arranged thematically, e.g. automobile industry, food and drink, luxury goods, consumer electronics for the masses, web brands)
  • Historical timeline of marketing evolution and development, plus a compendium of advertising slogans used over the course of this timescale
  • Over 100 weblinks included, accessed and kept up to date on a companion website, as well as an appendix devoted to online marketing resources
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