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Oxford Dictionary of Marketing Fourth Edition (Oxford Paperback Reference)


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Publikováno: 2016
Formát: paperback 544 stran
Cena: 319 Kč běžně 409 Kč
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Offering international coverage, this accessible and wide-ranging guide provides over 2,600 alphabetical entries on virtually every aspect of marketing, ranging from traditional marketing techniques and key theories to the recent explosion of internet-related marketing methods. Users will find entries on planning, pricing, promotion, positioning, pod-casting, social media marketing, and search engine optimization, among many other topics. The book also features a time line of key events and over 100 web links, accessed via an up-to-date companion website. In addition, the main appendix provides greater depth on the subject, including advertising and marketing case studies with a strong international focus. These are arranged thematically--automobile industry, food and drink, luxury goods, and so on--illuminating the iconic brands, marketing campaigns, and the slogans that have permeated our collective consciousness, exploring how the ideas defined in the main text of the book have been utilized 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 professionals. Features An essential point of quick-reference for all marketing students, containing over 2,600 clear and authoritative entries, with a strong international focus Additional in depth coverage of key elements of marketing (e.g. how to prepare an advertising campaign, comparison of advertising and PR) Increased coverage of internet-related marketing techniques such as web, digital, and social media marketing, and search engine optimization Covers terms relating to all dimensions of marketing including the following: the planning, execution, pricing, promotion, positioning and distribution of products, services, and ideas Coverage of the theory, conceptual basis, and history, as well as the practice, 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 weblinks included, accessed and kept up to date on a companion website, as well as an appendix devoted to online marketing resources About the Author Charles Doyle is currently Chief Marketing Officer and Head of Research at Jones Lang Lasalle in London.


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  • EAN: 9780198736424

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