Download e-book for iPad: The Advanced Dictionary of Marketing: Putting Theory to Use by Scott Dacko

By Scott Dacko

ISBN-10: 0199286000

ISBN-13: 9780199286003

This dictionary of selling phrases makes a speciality of key techniques, grouped into 4 different types: strategies, legislation, theories, and results. Containing over 500 entries, ranging in size and intensity, the booklet would be the perfect reference advisor for practitioners, MBA scholars, and people taking expert advertising and marketing qualifications.

Example entries include:

Balanced Scorecard; Sagacity Segmentation; Value-based advertising; legislations of Comparative virtue; legislation of Diminishing Returns; Engel's legislations; Moore's legislation; enterprise concept; video game conception; Motivation thought; concept X; conception Y; Acquiesence reaction Set; Anchoring impression; adventure Curve impression; Halo impression; Substitution impact.

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Extra resources for The Advanced Dictionary of Marketing: Putting Theory to Use

Example text

In interpreting motivations of an entire salesforce or in crucial negotiations with a potential business partner). g. customer dissatisfaction, marketer mistrust). APPLICATION AREAS AND FURTHER READINGS Consumer Behavior Folkes, Valerie S. (1988). ‘Recent Attribution Research in Consumer Behavior: A Review and New Directions,’ Journal of Consumer Research, 14(4), March, 548–565. Marketing Management Balakrishnan, P. V. (Sundar), Patton, Charles, and Lewis, Philip A. (1993). ‘Toward a Theory of Agenda Setting in Negotiations,’ Journal of Consumer Research, 19(4), March, 637–654.

Including opportunities for promotion, recognizing and rewarding successes, ensuring performance feedback, and matching individual control with role responsibilities and role importance) becomes just as important as the organization’s assessing and nurturing an individual’s personal drives. APPLICATION AREAS AND FURTHER READINGS Marketing Management Chowdhury, Jhinuk (1993). ‘The Motivational Impact of Sales Quotas on Effort,’ Journal of Marketing Research, 30(1), February, 28–41. , Dwyer, Sean, and Alford, Bruce (2006).

Modeling the Effects of Direct Television Advertising,’ Journal of Marketing Research, 37(1), February, 32–46. Consumer Behaviour Mick, David Glen (1992). ‘Levels of Subjective Comprehension in Advertising Processing and their Relations to Ad Perceptions, Attitudes, and Memory,’ Journal of Consumer Research, 18(4), March, 411–424. BIBLIOGRAPHY Tellis, Gerard J. (2005). Advertising and Sales Promotions. New York: Addison-Wesley. Vakratsas, Demetrios, and Ambler, Tim (1999). ’ Journal of Marketing, 63(1), January, 26–43.

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The Advanced Dictionary of Marketing: Putting Theory to Use by Scott Dacko


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