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Cover

A Dictionary of Marketing

Fourth Edition

Charles Doyle

April 2016

ISBN: 9780198736424

544 pages
Paperback
196x129mm

In Stock

Oxford Quick Reference

Price: £13.99

A Dictionary of Marketing is an accessible, practical, and internationally-focused A-Z guide to all areas of marketing. Covering traditional techniques and theories, as well as the latest terms and concepts in web, digital and social marketing, this is the ideal reference for students and practitioners of marketing worldwide.

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Description

A Dictionary of Marketing is an accessible, practical, and internationally-focused A-Z guide to all areas of marketing. Covering traditional techniques and theories, as well as the latest terms and concepts in web, digital and social marketing, this is the ideal reference for students and practitioners of marketing worldwide.

  • 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

About the Author(s)

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.

Table of Contents

    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

Reviews

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

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