A marketing dictionary written in clear, accessible language by a Director of Marketing for Accenture The Collins Dictionary of Marketing is the ideal companion for anyone who requires an authoritative guide to marketing terms, whether a professional marketeer, or in business, or simply a student of this fascinating subject. Marketing is now all-pervasive, with marketing techniques now being applied to virtually all human activities, from charity work to major industries and the strange world of celebrity creation. From 'global marketing' to 'relationship marketing', from 'b2b marketing' to '1 to 1 marketing', from 'viral marketing' to 'ideas marketing', the Collins Dictionary of Marketing is the ideal guide to this all-pervasive subject. Brand - a brand is a combination of attributes that give a company or organisation a distinctive identity and value relative to its competitors, its stakeholders and its customers. The attributes that make a brand are both tangible (for example, a name, a visual logo or trademark, services, people) and intangible (such as personality, reputation, mental associations, a promise, an expectation or set of values) which, together, create a memorable and relevant BRAND IMAGE in the eye and mind of the beholder. A strong brand is often seen to enable either customer loyalty or to permit premium pricing of goods and services and to increase the value of companies.
"synopsis" may belong to another edition of this title.
Dr Charles Doyle is Director of Marketing and Senior Vice-President of global marketing at Accenture. Dr Doyle is a frequent conference speaker and publisher of several works, broadcasts regularly and writes feature articles on aspects of marketing for the national press.
"About this title" may belong to another edition of this title.
Book Description Collins, 2005. Book Condition: Good. N/A. Ships from Reno, NV. Former Library book. Shows some signs of wear, and may have some markings on the inside. Bookseller Inventory # GRP91855366
Book Description HarperCollins Canada / Collins Refere. Paperback. Book Condition: Good. Minimal damage to cover and binding. Pages show light use. Bookseller Inventory # G0007205848I3N00
Book Description Collins, 2005. Paperback. Book Condition: Very Good. Collins Internet-Linked Dictionary of - Marketing (Collins Dictionary of) This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. . Bookseller Inventory # 7719-9780007205844
Book Description Paperback. Book Condition: Good. Bookseller Inventory # PL01488881B
Book Description Collins, 2005. Paperback. Book Condition: Good. All orders are dispatched the following working day from our UK warehouse. Established in 2004, we have over 500,000 books in stock. No quibble refund if not completely satisfied. Bookseller Inventory # mon0002241033
Book Description Collins, 2005. Paperback. Book Condition: Good. Good condition, some are ex-library and can have markings. Bookseller Inventory # GD-198-84-9395009