Oxford Dictionary of Marketing

Autor(s) Charles Doyle

21.44 19.30 -10%

Editora: Oxford University Press
Ano: 2016
Nº Páginas: 526
Peso: 0 Kg
Dimensões: mm
ISBN: 9780198736424
Categoria(s) Marketing
Disponibilidade: Em Stock
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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