The Advanced Dictionary of Marketing (Paperback)

Scott Dacko

ISBN 10: 0199286000 / ISBN 13: 9780199286003

Editore: Oxford University Press, Oxford, 2007

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Paperback. This advanced dictionary of marketing focuses on leading-edge terminology for use by individuals who are serious about the theory and practice of marketing: researchers, directors, managers, and anyone studying marketing for a professional and/or academic qualification. Covering 1,098 terms, the dictionary includes over 500 major entries. All terms are extensively cross-referenced and thematic indices allow the reader to locate terms by their applications and bykeywords. All major and emerging marketing approaches, from ambient marketing and fusion marketing, to tribal marketing and word-of-mouth marketing, are included, as are hundreds ofother advanced concepts such as brand community, disintermediation, dynamic capabilities, and share of voice. Further, entries spanning 132 theories and 45 marketing-related laws and principles are presented, making this dictionary more theoretically complete than any other marketing dictionary available. Finally, an extensive collection of 107 marketing effects, such as the loyalty ripple effect and mere exposure effect are also included, where, in all cases, their marketing implications andapplications are presented fully.Each term covered in this advanced dictionary includes six elements:Description -- how the term is definedKeyinsights -- important insights provided by an understanding of the termKeywords -- words to further understand the nature of the termImplications -- what knowledge of the term means to marketersApplication areas and further readings -- areas where the term's knowledge is being put to useBibliography -- articles and books referencedExample entries include: Agency Theory,Audience Effect, Blog Marketing, Boomerang Effect, Confirmation Bias, Country of Origin Effect, Customer Equity, Disruptive Technology, Double Jeopardy Effect, Eclectic Paradigm, E-marketing, First Law of Marketing, Foot-in-the Door Technique, FreeRider Effect, Game Theory, Glocal Marketing, Green Marketing, Halo Effect, Honeymoon Effect, Law of Comparative Advantage, Leapfrogging, Market Entry Timing, Megamarketing, Metcalfe's Law, Moore's Law, Network Effect, Not Invented Here Syndrome, Odd Price Effect, Permission Marketing, Psychic Distance, Recency Principle, Retro-Marketing, Rule of Ten Percent, Sagacity Segmentation, Salutary Products, Snob Effect, Social Marketing, Stealth Marketing, Substitute Awareness Effect, Sunk CostFallacy, Sustainable Competitive Advantage, Value-Based Marketing, Viral Marketing, Winner's Curse. This advanced dictionary of marketing focuses on leading-edge terminology for use by people who are serious about the theory and practice of marketing. With over 1,000 entries ranging in length and depth, it is the ideal reference guide for researchers, directors, managers, and anyone studying marketing for a professional or academic qualification. This item is printed on demand. Shipping may be from our UK warehouse or from our Australian or US warehouses, depending on stock availability.

Codice articolo 9780199286003

Dati bibliografici

• Titolo: The Advanced Dictionary of Marketing (Paperback)
• Editore: Oxford University Press, Oxford
• Data di pubblicazione: 2007
• Lingua: Inglese
• ISBN 10: 0199286000
• ISBN 13: 9780199286003
• Rilegatura: Paperback
• Condizione: new

Descrizione articolo

Riassunto

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, M.B.A. 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.

Informazioni sull?autore

Scott Dacko is an Associate Professor of Marketing and Strategic Management at Warwick Business School. His research interests include timing in marketing and strategy, market entry and new product introduction timing; marketing management, managerial timing decisions; consumer behaviour, marketing education, and skill development research.