000			02296nam a2200253 i 4500
003			MIUC
005			20200205134509.0
008			170329s2016 enka f d 000 | eng
020			_a9780198736424
040			_aMIUC _beng _cMIUC
082	0		_a658.8003
100	1		_93045 _aDoyle, Charles, _d1959-
245	1	2	_aA dictionary of marketing / _cCharles Doyle.
250			_aFourth edition.
260			_aOxford : _bOxford University Press, _c2016.
300			_axii, 529 p. : _bill b&w ; _c20 cm.
336			_2rdacontent _atext
490	1		_aOxford quick reference
520			_aA 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 multimedia, 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.
650		0	_936 _aMarketing _vDictionaries
650		0	_936 _aMarketing _vTerminology
830		0	_93046 _aOxford quick reference
942			_2ddc _cREF