By Scott Dacko
This dictionary of selling phrases makes a speciality of key strategies, grouped into 4 different types: suggestions, legislation, theories, and results. Containing over 500 entries, ranging in size and intensity, the publication may be the excellent reference consultant for practitioners, MBA scholars, and people taking expert advertising and marketing qualifications.
Example entries include:
Balanced Scorecard; Sagacity Segmentation; Value-based advertising and marketing; legislations of Comparative virtue; legislations of Diminishing Returns; Engel's legislation; Moore's legislations; enterprise conception; online game idea; Motivation conception; concept X; idea Y; Acquiesence reaction Set; Anchoring influence; adventure Curve impression; Halo influence; Substitution impact.
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Additional resources for The Advanced Dictionary of Marketing: Putting Theory to Use
1992). ‘Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories,’ Journal of Marketing, 56(3), July, 1–24. Franchising Lafontaine, Francine (1992). ‘Agency Theory and Franchising: Some Empirical Results,’ RAND Journal of Economics, 23(2), Summer, 263–283. BIBLIOGRAPHY Eisenhardt, Kathleen M. (1989). ‘Agency Theory: An Assessment and Review,’ Academy of Management Review, 14(1), 57–74. Sappington, David E. M. (1991). ‘Incentives in Principal–Agent Relationships,’ Journal of Economic Perspectives, 5(2), Spring, 45–66.
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Controlling for Acquiescence Response Set in Scale Development,’ Journal of Applied Psychology, 67, 555– 561. action see buyer inﬂuence/readiness actionability see segmentation viability actor–observer difference DESCRIPTION The phenomenon where the attributed causes of an individual’s action(s) tend to systematically differ depending on whether one is the actor or an observer. More speciﬁcally, an observer tends to attribute an actor’s behavior to the actor’s inherent personality, whereas the actor tends to attribute his/her behavior to situational factors.