The Advanced Dictionary of Marketing: Putting Theory to Use

Dacko, Scott

ISBN 10: 0199286000 / ISBN 13: 9780199286003

Editore: Oxford University Press, 2008

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Titolo: The Advanced Dictionary of Marketing: ...

Casa editrice: Oxford University Press

Data di pubblicazione: 2008

Legatura: 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.