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A Dictionary of Marketing (Paperback, 4th Revised edition)
Loot Price: R484
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A Dictionary of Marketing (Paperback, 4th Revised edition)
Series: Oxford Quick Reference
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List price R534
Loot Price R484
Discovery Miles 4 840
You Save R50 (9%)
Expected to ship within 9 - 17 working days
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A 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 multi media, 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.
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