A Dictionary of Marketing
Charles Doyle
mar. de 2011 · OUP Oxford
4,5star
4 avaliaçõesreport
E-book
448
Páginas
family_home
Qualificado
info
reportAs notas e avaliações não são verificadas Saiba mais
Sobre este e-book
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.
Classificações e resenhas
4,5
4 avaliações
Sobre o autor
Charles Doyle is a successful and accomplished Chief Marketing Officer with 25 years of experience working for world-class companies in the USA, Europe and Asia. He combines a strong track record in all aspects of marketing and business development with working knowledge of several industries, including Professional Services, Communications and Technology. He has developed and led high performing marketing, communications, research and business development teams and marketing programmes across the world. He is currently Chief Marketing Officer and Head of Research at Jones Lang LaSalle in London (a financial and professional services firm specializing in commercial real estate). He holds a DPhil from the University of Oxford.
Avaliar este e-book
Diga o que você achou
Informações de leitura
Smartphones e tablets
Instale o app Google Play Livros para Android e iPad/iPhone. Ele sincroniza automaticamente com sua conta e permite ler on-line ou off-line, o que você preferir.
Laptops e computadores
Você pode ouvir audiolivros comprados no Google Play usando o navegador da Web do seu computador.
eReaders e outros dispositivos
Para ler em dispositivos de e-ink como os e-readers Kobo, é necessário fazer o download e transferir um arquivo para o aparelho. Siga as instruções detalhadas da Central de Ajuda se quiser transferir arquivos para os e-readers compatíveis.
