The Advanced Dictionary of Marketing : Putting Theory to Use - Couverture souple

Dacko, Scott

Couverture souple

ISBN 10 : 0199286000 ISBN 13 : 9780199286003

Editeur : Oxford University Press, U.S.A., 2010

Synopsis

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.

A propos du livre

À propos de l?auteur

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.

Détails de l'édition

• Éditeur: Oxford University Press, U.S.A.
• Date d'édition: 2010
• Langue: anglais
• ISBN 10: 0199286000
• ISBN 13: 9780199286003
• Reliure: Broché
• Nombre de pages: 672
• Coordonnées du fabricant: non disponible
• Personne responsable: Ufficio Anagrafiche Messaggerie; ufficio.anagrafiche@meli.it; ; Via Verdi, 8; Assago Milano; 20090; Italie