A dictionary of marketing /

By:

Doyle, Charles

Material type: Text

TextSeries: Oxford paperback referencePublication details: Oxford ; New York : Oxford University Press, c2011.Description: x, 436 p. : illISBN:

9780199590230
0199590230

Subject(s):

DDC classification:

658.8003 DOY

Online resources:

Summary: Provides over 2,600 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. Covers both classic and modern marketing techniques. Reflects modern changes in marketing practice, including the use of digital media and multimedia, the impact of the world wide web on advertising, and the increased influence of social media, search engine optimization, and global marketing. Includes a time line of the development of marketing as a discipline and the key events that impacted the development. Looks at iconic brands of the 20th and 21st centuries, including advertising and brand case studies with a strong international focus.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Permanent Reference	Main Library Permanent Reference	Reference	658.8003 DOY (Browse shelf(Opens below))	Not for loan		014826

Total holds: 0

Provides over 2,600 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. Covers both classic and modern marketing techniques. Reflects modern changes in marketing practice, including the use of digital media and multimedia, the impact of the world wide web on advertising, and the increased influence of social media, search engine optimization, and global marketing. Includes a time line of the development of marketing as a discipline and the key events that impacted the development. Looks at iconic brands of the 20th and 21st centuries, including advertising and brand case studies with a strong international focus.

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