The advanced dictionary of marketing : putting theory to use / Scott G. Dacko.

Includes bibliographical references.

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 -- Select bibliography -- Appendix: Classification of key terms : Laws (along with principles and rules) ; Theories (along with hypotheses, models, paradigms, and paradoxes) ; Concepts (along with marketing approaches and techniques) ; Effects (along with biases, fallacies and errors, phenomena, and syndromes).

"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 cross-referenced and thematic indices allow the reader to locate terms by their applications and by keywords." "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 of other 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 and applications are presented."--BOOK JACKET.

Machine converted from AACR2 source record.