A Dictionary of Marketing (Oxford Paperback Reference) - Tapa blanda

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 positioning, segmentation, branding, to marketing research and analysis), as well as key marketing theorists. Its entries also reflect modern changes in marketing practice, including online media and advertising, social media marketing and search engine optimization, and global marketing. Also included is a time line of key events and over 100 web links, accessed and updated via a 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, e.g. automobile industry, food and drink, luxury goods, and focusing 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.