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Library & Learning Commons spaces at the York campus will be closed on May 17th & 18th due roof maintenance. Library & Learning Commons spaces at the Lancaster campus will be closed on May 19th due duct maintenance. For opening changes, please check our updatespage.
HACC campuses are now open to all currently enrolled students, no matter whether the class you are taking is face-to-face, remote, or virtual.
Campus libraries are open Monday thru Thursday, from 7:30 AM to 5:00 PM, and Library Public Services staff are available to assist you.
The physical library collection is available for students to check out during the above hours.
Librarians are available via chat 24/7, and one-on-one Research Appointments via Zoom can be scheduled here.
Please note: Due to masking requirements, please do not eat in the Learning Commons and Library spaces.
This LibGuide has been specially created for students of Professor Neff's Marketing 201 class. On here you'll find links to HACC Library resources and reputable external websites that will be useful, especially with your final project.
Oxford Dictionary of Marketing (4e) by Charles DoyleA Dictionary of Marketing is an accessible and wide-ranging A-Z, providing over 2,500 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 leadingmarketing theories and concepts. Both classic and modern marketing techniques are covered. Entries reflect modern changes in marketing practice, including the use of digital and multi media, the impact of the World Wide Web on advertising, and the increased influence of social media and searchengines on advertising and the rise of global brand management.Also included is a time line of the development of marketing as a discipline and the key events that impacted the development, as well as over 100 relevant web links, accessed and updated via a companion website. In addition, the main appendix provides greater depth on the subject, includingadvertising and brand case studies with a strong international focus. These are arranged thematically, e.g. automobile industry, food and drink, luxury goods, and focus on iconic brands, marketing campaigns, and slogans of the 20th century that have permeated our collective consciousness, exploringhow the ideas defined in the main text of the book have been utilised successfully in practice across the globe. This dictionary is an indispensable resource for students of marketing and related disciplines, as well as a practical guide for professional practitioners and people with a generalinterest in marketing.