A Dictionary of Marketing

Capa
OUP Oxford, 24 de mar. de 2011 - 436 páginas
A Dictionary of Marketing is an accessible and wide-ranging A-Z, providing 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. 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, search engine optimization, and global marketing. 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.

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Conteúdo

Major feature entries
6
Ansoff matrix
21
Boston Consulting Group BCG matrix
41
buyer and buying behaviour
60
channels of distribution
74
competition
90
consumer behaviour and motivations models
106
demand
133
hierarchy of effects
195
Internet the
213
market demand
231
market segmentation
262
positioning
298
products
313
sales
334
0
373

exhibition
160
forecasting
178
Direitos autorais

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Sobre o autor (2011)


Charles Doyle is currently Chief Marketing Officer and Head of Research at Jones Lang Lasalle in London.

Informações bibliográficas