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£13.99

Paperback

Published: 28 April 2016

544 Pages | c. 35 line drawings (charts and graphs), 6 tables

196x129mm

ISBN: 9780198736424


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A Dictionary of Marketing

Fourth Edition

Charles Doyle

Oxford Quick Reference

  • Over 2,500 clear and authoritative entries, with a strong international focus, highlighting the worldwide rise of marketing as a major business discipline
  • Additional in depth coverage of key elements of marketing (e.g. how to prepare an advertising campaign, comparison of advertising and PR, range of media channels, social media)
  • Increased coverage of internet-related marketing techniques: web, digital, social media marketing, and search engine optimization
  • Covers terms relating to all sub-disciplines and dimensions of marketing including the planning, execution, pricing, promotion, positioning and distribution of products, services, content and ideas
  • Coverage of the theory, conceptual basis, and history, as well as the practice and tactics 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 web links included, accessed and kept up to date on a companion website, as well as an appendix devoted to online marketing resources

New to this Edition:

  • Appendix 2 has been globalized to include far more examples of iconic international brands
  • More Asian and non-Western cases and entries, including from China, India, and Japan
  • Even more extensive focus on modern Internet-based marketing techniques, in entries such as blog marketing, clickstream, newsjacking, and Tumblr
  • Full range of social media marketing techniques explained
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