Collins is a well‐known name in dictionaries, particularly in the area of languages, and deservedly so. The author of this new work on marketing, Dr Charles Doyle, has impressive credentials, including over twenty years experience with major international companies throughout the world such as British Telecom and Fujitsu.
This deceptively compact marketing dictionary is very easy to use. Entertainment is not always the first word that springs to mind when dictionaries are mentioned, but this dictionary, in addition to explaining marketing jargon in refreshingly straightforward English, also succeeds in making its subject engaging. The work covers a wide range of marketing topics, with certain subjects covered in some detail. Find out from this dictionary which political party used the slogan “Power to the people”; which department store is “never knowingly undersold”; where the phrase “often a bridesmaid but never a bride” originated; and which product asked demurely whether blondes really do have more fun. Discover who Conde Nast was, and just how recently the concept of diamonds as a symbol of everlasting devotion was implanted in the public consciousness.
In many cases entries are included for terms which are likely to be most familiar to readers, e.g. spam. The entry then refers users to a further paragraph (e.g. e‐mail spam). This dictionary has some particularly good detailed sections, notably advertising, marketing and advertising terminology. Cross‐referencing throughout is good, indicated in capitals, so that it is obvious at a glance. Some recent additions to the English language (blogging, click‐through rate, invisible Web) are included as well as more familiar marketing terms such as market research and rate card.
There are a few surprising omissions (guerrilla marketing and CRM, for example), and a few minor inconsistencies: extranet and Internet are featured as entries, but intranet is not; yuppies are described, but dinkies are not; Generation X has an entry, but Generation Y does not. Although the four Ps of marketing are covered, they are not listed as an entry under this term. Niche marketing is not mentioned on its own as an entry although it does feature in the detailed paragraphs on marketing specializations (incidentally, American spelling is often used). The feature on circulation, although giving a good basic overview, also uses American figures: for a British audience it would have been even more useful if UK newspapers could have been utilised rather than the New York Post and San Francisco Chronicle.
In general, where images are used to support the text, they are clear and reproduced well: the feature on advertising is a good example of this, as is the entry on department stores. Where diagrams are used to illustrate such concepts as the Boston Consulting Group matrix, they are clear and very easily understood and enhance or clarify the text still further. The entries on brand and advertising give very good overviews of their topics, but could be improved if put in alphabetical order. The appendix is also a very nice feature, covering some notable slogans for various advertising campaigns and political parties.
This dictionary would be a useful addition to any basic business, marketing or reference shelf. As a final note, the title is very reasonably priced and extremely good value for money at £10.99.
