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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.
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Product details

  • Paperback | 384 pages
  • 129 x 198 x 21mm | 305g
  • Collins
  • London, United Kingdom
  • (Drawings)
  • 0007205848
  • 9780007205844
  • 1,766,834

Author information

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.
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