The Advanced Dictionary of Marketing Putting Theory to Use
by Dacko, ScottFormat: Hardcover
Pub. Date: 2008-02-03
Publisher(s): Oxford University Press
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Summary
This dictionary of marketing terms focuses on key concepts, grouped into four categories: concepts, laws, theories, and effects. Containing over 500 entries, ranging in length and depth, the book will be the ideal reference guide for practitioners, MBA students, and those taking professional marketing qualifications. Example entries include: Balanced Scorecard; Sagacity Segmentation; Value-based Marketing; Law of Comparative Advantage; Law of Diminishing Returns; Engel's Law; Moore's Law; Agency Theory; Game Theory; Motivation Theory; Theory X; Theory Y; Acquiesence Response Set; Anchoring Effect; Experience Curve Effect; Halo Effect; Substitution Effect.
Author Biography
Scott G. Dacko is Associate Professor of Marketing and Strategic Management at Warwick Business School, University of Warwick.
Table of Contents
| Thematic Index 1: Table of Applications | |
| Thematic Index 2: Searching for Marketing Terms Using Key Words | |
| Introduction | |
| The Motivation for this Dictionary | |
| Structure for Each Term | |
| How to Use this Dictionary | |
| What is a Law? | |
| What is a Theory? | |
| What is a Concept? | |
| What is an Effect? | |
| The Advanced Dictionary of Marketing Terms | p. 1 |
| Select Bibliography | p. 585 |
| Classification of Key Terms | p. 586 |
| Laws (along with principles and rules) | p. 586 |
| Theories (along with hypotheses, models, paradigms, and paradoxes) | p. 587 |
| Concepts (along with marketing approaches and techniques) | p. 589 |
| Effects (along with biases, fallacies and errors, phenomena, and syndromes) | p. 600 |
| Table of Contents provided by Blackwell. All Rights Reserved. |
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