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A Dictionary of Marketing / Charles Doyle

By: Material type: TextSeries: Oxford paperback reference | Oxford paperback referencePublication details: Oxford ; New York : Oxford University Press, c 2011Description: xi, 436p. : ill. ; 20cmISBN:
  • 9780199590230
  • 0199590230
Other title:
  • Oxford dictionary of marketing
  • Marketing
Subject(s): Genre/Form: DDC classification:
  • Ref. 658.803 22 DOY
Summary: 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.
Holdings
Item type Current library Call number Status Barcode
Books Hamu Mukasa Library - Law and Science section; Level 3 Reference section; Level 1 Ref. 658.803 DOY (Browse shelf(Opens below)) In transit from Hamu Mukasa Library - Law and Science section; Level 3 to Hamu Mukasa Library since 19.07.2023 110127
Books Hamu Mukasa Library Reference section; Level 1 Ref. 658.803 DOY (Browse shelf(Opens below)) Available 110128

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.

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