TY  - BOOK
AU  - Doyle,Charles
TI  - A dictionary of marketing
T2  - Oxford paperback reference
SN  - 9780199590230
U1  - 658.8003 22
PY  - 2011///
CY  - Oxford, New York
PB  - Oxford University Press
KW  - Marketing
KW  - Dictionaries
KW  - Terminology
KW  - swd
KW  - Wörterbuch
N2  - Provides 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. Covers both classic and modern marketing techniques. Reflects modern changes in marketing practice, including the use of digital media and multimedia, the impact of the world wide web on advertising, and the increased influence of social media, search engine optimization, and global marketing. Includes a time line of the development of marketing as a discipline and the key events that impacted the development. Looks at iconic brands of the 20th and 21st centuries, including advertising and brand case studies with a strong international focus
ER  -