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author   LinkDoyle, Charles, 1959-
title   A dictionary of marketing [electronic resource] / Charles Doyle. 
edition   3rd ed.
published   Oxford : Oxford University Press, 2011.
description   1 online resource (416 p.)
all locations   Availability
location   UMBC LibraryLibrary Info Reference E-Books Holdings  Availability
internet link   http://www.oxfordreference.com/views/BOOK_SEARCH.html?book=t325 
notes   "First and second editions published as Collins Internet-linked Dictionary of Marketing 2003, 2005."
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.
other form   Print version: Doyle, Charles, 1959- Dictionary of marketing. Oxford : Oxford University Press, 2011 9780199590230
subjects   LinkMarketing -- Dictionaries.
  LinkMarketing -- Terminology.
  LinkElectronic books.
format   Book
  Electronic Resources (all)
  Electronic Resources (online)
ISBN   9780199590230 (print)
  0199590230 (print)

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