By Scott Dacko

ISBN-10: 0199286000

ISBN-13: 9780199286003

This dictionary of selling phrases specializes in key ideas, grouped into 4 different types: ideas, legislation, theories, and results. Containing over 500 entries, ranging in size and intensity, the ebook stands out as the perfect reference advisor for practitioners, MBA scholars, and people taking expert advertising qualifications.

Example entries include:

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

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Additional info for The Advanced Dictionary of Marketing: Putting Theory to Use

Sample text

Affinity Credit Cards: A Critical Review,’ International Journal of Retail and Distribution Management, 29(11), 485–512. Consumer Behavior Laing, Angus, Harris, Fiona, and Mekonnen, Aster (2004). ‘Deconstructing Affinity Relationships: Consumers and Affinity Marketing,’ Journal of Customer Behavior, 3(2), July, 215–228. Non-Profit Marketing Cowton, C. , and Gunn, C. J. (2000). ‘The Affinity Credit Card as a Fundraising Tool for Charities,’ International Journal of Nonprofit and Voluntary Sector Marketing, 5(1), 11–18.

An Evolutionary Strategy for Implementing a Decision Support System,’ Management Science, 27(11), 1309–1323. Venkatraman, M. P. (1991). ‘The Impact of Innovativeness and Innovation Type on Adoption,’ Journal of Retailing, 67, 51–67. adverse selection DESCRIPTION The tendency for any offering to a market to be most attractive to those most likely to benefit from it. g. g. those in better health accepting a more selective insurer). KEY WORDS Offering attractiveness, customer benefit IMPLICATIONS Marketers should recognize how, in trying to be non-selective with an offering, adverse selection leads customers posing the greatest risk to the firm to select themselves.

1992). ‘Evidence of Adverse Selection in the Individual Health Insurance Market,’ Journal of Risk and Insurance, 59(1), March, 13–33. Puelz, Robert, and Snow, Arthur (1994). ‘Evidence on Adverse Selection: Equilibrium Signaling and Cross-Subsidization in the Insurance Market,’ Journal of Political Economy, 102(2), April, 236–257. Ausubel, Lawrence M. (1999). ’ Working Paper, Department of Economics, University of Maryland, June. Online Marketing Fabel, Oliver, and Lehmann, Erik E. (2002). ‘Adverse Selection and Market Substitution by Electronic Trade,’ International Journal of the Economics of Business, 9(2), 175–194.

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


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