The Advanced Dictionary of Marketing: Putting Theory to Use

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.