The Advanced Dictionary of Marketing: Putting Theory to Use

Scott Dacko9780199285990, 0199285993

Книга The Advanced Dictionary of Marketing: Putting Theory to Use The Advanced Dictionary of Marketing: Putting Theory to UseКниги Маркетинг Автор: Scott Dacko Год издания: 2008 Формат: pdf Издат.:Oxford University Press, USA Страниц: 625 Размер: 2 ISBN: 0199285993 Язык: Английский0 (голосов: 0) Оценка: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.