000			02058cam a2200337 a 4500
001			16847301
003			OSt
005			20120718131632.0
008			110628s2011 enka d 000 0 eng d
020			_a9780199590230
020			_a0199590230
040			_aDE-604 _beng _cUCULIB _dUCULIB
082			_aRef. 658.803 _222 _bDOY
100	1		_aDoyle, Charles _d1959- _920001
245	1	2	_aA Dictionary of Marketing / _cCharles Doyle
246			_aOxford dictionary of marketing
246			_aMarketing
260			_aOxford ; _aNew York : _bOxford University Press, _cc 2011
300			_axi, 436p. : _bill. ; _c20cm
440			_aOxford paperback reference _919427
490	0		_aOxford paperback reference
520			_aProvides 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.
650		0	_aMarketing _vDictionaries. _920002
650		0	_aMarketing _vTerminology. _920003
650	0	7	_aMarketing. _2swd _99061
655		4	_aWörterbuch. _920004
942			_2ddc _cBKS
999			_c17714 _d17714