Buch, Englisch, 664 Seiten, Paperback, Format (B × H): 140 mm x 216 mm, Gewicht: 817 g
Buch, Englisch, 664 Seiten, Paperback, Format (B × H): 140 mm x 216 mm, Gewicht: 817 g
ISBN: 978-0-19-928600-3
Verlag: OUP Oxford
All major and emerging marketing approaches, from ambient marketing and fusion marketing, to tribal marketing and word-of-mouth marketing, are included, as are hundreds of other advanced concepts such as brand community, disintermediation, dynamic capabilities, and share of voice. 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 are 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 the term is defined
Key insights -- important insights provided by an understanding of the term
Keywords -- words to further understand the nature of the term
Implications -- what knowledge of the term means to marketers
Application areas and further readings -- areas where the term's knowledge is being put to use
Bibliography -- articles and books referenced
Example entries include:
Agency Theory, Audience Effect, Blog Marketing, Boomerang Effect, Confirmation Bias, Country of Origin Effect, Customer Equity, Disruptive Technology, Double Jeopardy Effect, Eclectic Paradigm, E-marketing, First Law of Marketing, Foot-in-the Door Technique, Free Rider Effect, Game Theory, Glocal Marketing, Green Marketing, Halo Effect, Honeymoon Effect, Law of Comparative Advantage, Leapfrogging, Market Entry Timing, Megamarketing, Metcalfe's Law, Moore's Law, Network Effect, Not Invented Here Syndrome, Odd Price Effect, Permission Marketing, Psychic Distance, Recency Principle, Retro-Marketing, Rule of Ten Percent, Sagacity Segmentation, Salutary Products, Snob Effect, Social Marketing, Stealth Marketing, Substitute Awareness Effect, Sunk Cost Fallacy, Sustainable Competitive Advantage, Value-Based Marketing, Viral Marketing, Winner's Curse.
Autoren/Hrsg.
Fachgebiete
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Außenhandel
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
- Interdisziplinäres Wissenschaften Wissenschaften: Allgemeines Enzyklopädien, Nachschlagewerke, Wörterbücher
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
- Wirtschaftswissenschaften Betriebswirtschaft Betriebswirtschaft: Theorie & Allgemeines
- Wirtschaftswissenschaften Wirtschaftswissenschaften Wirtschaftswissenschaften: Allgemeines