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The Advanced Dictionary of Marketing: Putting Theory to Use
Scott G. Dacko
Oxford University Press
2008 [] []

664 pages
ISBN: 978-0-19-928599-0 Hardback
ISBN: 978-0-19-928600-3 Paperback

Table of Contents:

Thematic Index 1: Table of Applications

Thematic Index 2: Searching for Marketing Terms Using Key Words

Introduction

The Motivation for this Dictionary
Structure for Each Term
How to Use this Dictionary
What is a Law?
What is a Theory?
What is a Concept?
What is an Effect?

The Advanced Dictionary of Marketing Terms

Select Bibliography

Appendix: Classification of Key Terms

1. Laws (along with principles and rules)
2. Theories (along with hypotheses, models, paradigms, and paradoxes)
3. Concepts (along with marketing approaches and techniques)
4. Effects (along with biases, fallacies and errors, phenomena, and syndromes)

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 and use terms by their applications and by keywords.

All major and emerging marketing approaches, from cause-related marketing and experiential marketing, to megamarketing and word-of-mouth marketing, are included, as are hundreds of other advanced concepts such as adverse selection, disintermediation, dynamic capabilities, intertemporal substitution, and telescoping. 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 is 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 is the term defined?
Key insights * what important insights are provided by an explanation of the term?
Keywords * what words can assist the reader in further understand the nature of the term?
Implications — what does knowledge of the term means to marketers?
Application areas and further readings * what are key areas where the term’s knowledge is being put to use?
Bibliography * what articles and books are referenced?

Example entries include:

Adaptive Strategy, Adoption Theory, Advertising Wearout Effect, Announcement Effect, Blog Marketing, Certainty Effect, Consumer Satisfaction Theory, Country of Origin Effect, Customer Equity, Diffusion of Innovation, Disruptive Technology, E-marketing, Enlightened Marketing, Exchange Theory, First Law of Marketing, Foot-in-the-Door Technique, Free Rider Effect, Gain-Loss Effect, Game Theory, Glocal Marketing, Green Marketing, Laddering, Law of Comparative Advantage, Leapfrogging, Little*s Law, Loyalty Ripple Effect, Market Entry Timing, Metcalfe*s Law, Mobile Marketing, Moore*s Law, Network Effect, Odd Price Effect, Permission Marketing, Positioning, Preference Reversal, Pricing Strategies, Recency Principle, Reputation Effect, Rule of Ten Percent, Sagacity Segmentation, Salutary Products, Segmentation Viability, Snob Effect, Social Marketing, Societal Classification of Products, Stealth Marketing, Strategic Window, Substitute Awareness Effect, Sunk Cost Fallacy, Sustainable Competitive Advantage, Unique Value Effect, Variety Effect, Viral Marketing, Word-of-Mouth Effect.

"…packed with insights and applications. Essential reference for the serious marketer. I highly recommend it" * Philip Kotler

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