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 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 fully. Each term
covered in this advanced dictionary includes six elements:
Description - how the term is defined Key insights - important
insights provided by an understanding of the term Keywords - words
to further understand the nature of the term Implications - what
knowledge of the term means to marketers Application areas and
further readings - areas where the term's knowledge is being put to
use Bibliography - articles and books referenced Example 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, Free Rider 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 Cost Fallacy,
Sustainable Competitive Advantage, Value-Based Marketing, Viral
Marketing, Winner's Curse.
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