A Dictionary of Marketing
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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The Dictionary of Marketing
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advertising campaign agency analysis beneﬁts brand broadcast BUYING BEHAVIOUR client Coca-Cola commercial communications competition competitors concept CONSUMER MARKETING cost created customers database deﬁned demand diamonds difﬁcult DIRECT MARKETING distribution e-mail e-mail spam economy effect example exporting Facebook ﬁlm ﬁnal ﬁnancial ﬁnd ﬁrms ﬁrst ﬁxed focus global Google identiﬁed IKEA individual industry inﬂuence innovation interactive Internet investment logo major manufacturer market research market segments market share marketing mix marketing plan marketing strategy McDonald's measure media channels needs newspaper organization overall Pepsi PERMISSION MARKETING positioning potential product or service products and services proﬁt proﬁtability programmes promotional public relations purchase RELATIONSHIP MARKETING response sampling search engine search engine optimization selling slogan speciﬁc suppliers target audience target market technique television users usually World Wide World Wide Web