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

A Dictionary of Marketing

Fourth Edition

Charles Doyle

Description

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 leading marketing 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 search engines 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, including advertising 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, exploring how 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 general interest in marketing.

A Dictionary of Marketing

Fourth Edition

Charles Doyle

Oxford Quick Reference

Introduction to the Fourth Edition
Acknowledgements
Dedication
A Dictionary of Marketing
Appendices
Appendix 1: History of modern marketing: Timeline of key events and concepts
Appendix 2: Iconic brands of the 20th and 21st centuries
Appendix 3: Some notable advertising slogans
Appendix 4: Web links

A Dictionary of Marketing

Fourth Edition

Charles Doyle

Oxford Quick Reference

Author Information

Charles Doyle

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 development for a range of high technology and professional service firms. Previously, he was Chief Marketing and Business Development Officer for Clifford Chance, the international law firm. Dr Doyle has also held senior global marketing and communications positions with Accenture, BT and Fujitsu in the UKAEA. A former university lecturer, he holds the degree of DPhil from Oxford University and an MA from the University of Glasgow. He is an author of several publications on marketing and business strategy for think tanks and business journals and is a regular conference speaker.

A Dictionary of Marketing

Fourth Edition

Charles Doyle

Oxford Quick Reference

Reviews and Awards

"a very helpful reference work for the marketing practitioner and student" - Stuart Hannabuss, Reference Reviews

A Dictionary of Marketing

Fourth Edition

Charles Doyle

Oxford Quick Reference

From Our Blog

National marketing in a global market

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Posted on July 26, 2016

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