Dacko S.G. The Advanced Dictionary of Marketing Putting Theory to Use
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THE ADVANCED DICTIONARY
OF MARKETING
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The Advanced Dictionary of
Marketing
PUTTING THEORY TO USE
Scott G. Dacko
1
3
Great Clarendon Street, Oxford ox2 6dp
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c
Scott G. Dacko 2008
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First published 2008
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British Library Cataloguing in Publication Data
Data available
Library of Congress Cataloging in Publication Data
Dacko, Scott G.
The advanced dictionary of marketing: putting theory to use /
Scott G. Dacko.
p. cm.
Includes bibliographical references and index.
ISBN–13: 978–0–19–928600–3
ISBN–13: 978–0–19–928599–0
1. Marketing–Dictionaries. I. Title.
HF5412.D33 2008
658.8003–dc22 2007028402
Typeset by SPI Publisher Services, Pondicherry, India
Printed in Great Britain
on acid-free paper by
Biddles Ltd., King’s Lynn, Norfolk
ISBN 978-0-19-928599-0
ISBN 978-0-19-928600-3 (Pbk.)
13579108642
Acknowledgments
Special thanks go to all who have contributed to the wealth of knowledge
contained within this advanced dictionary. In assisting with its produc-
tion, many thanks go to: Janet Biddle for the typing of some earlier
background material; Marwa Gad for conducting background research
on many of the terms as well as consolidating research material and
formatting many entries, and all members of staff at Warwick Business
School, University of Warwick, who have reviewed the entries in this
dictionary, including David Arnott, Sue Bridgewater, Simon Collinson,
and Philip Stern, among others. At (and for) Oxford University Press,
many people are also to be praised for making this advanced dictio-
nary possible, including David Musson, Matthew Derbyshire, Tanya Dean,
Edwin Pritchard, and Andrew Hawkey. Finally, very special thanks go to
Gala, Alex, and my parents for their patience, love, and support during
the preparation of this work.
SGD
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Contents
Thematic Index 1: Table of Applications ix
Thematic Index 2: Searching for Marketing
Terms Using Key Words
xxxii
Introduction liii
The Motivation for this Dictionary liii
Structure for Each Term lv
How to Use this Dictionary lv
What is a Law? lvi
What is a Theory? lvi
What is a Concept? lvii
What is an Effect? lvii
The Advanced Dictionary of Marketing Terms 1
SELECT BIBLIOGRAPHY 585
APPENDIX: Classification of Key Terms 586
1. Laws (along with principles and rules) 586
2. Theories (along with hypotheses, models, paradigms,
and paradoxes)
587
3. Concepts (along with marketing approaches and techniques) 589
4. Effects (along with biases, fallacies and errors, phenomena,
and syndromes)
600
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Thematic Index 1: Table of Applications
This table provides an index of dictionary entries with direct relevance and application to particular key areas of marketing. For
further information, please see the ‘How to Use this Dictionary’ section of the Introduction.
Term
Marketing Strategy
Marketing Management
Consumer Behavior
Marketing Research
Marketing Modeling
Services Marketing
Retail Marketing
Online Marketing
Business-to-Business Marketing
International Marketing
Other Application Areas
above-the-line marketing • •
absolute cost advantage • new product development
absorptive capacity • • •
accelerator principle • mergers and acquistions
achievement motivation theory •
acquiescence response set • •
actor–observer difference • • •
adaptation •
adaptation-level theory • • • marketing education
adaptive strategy •
adopter categories • •
adoption process • •
adoption theory • •
adverse selection • • •
advertising theory • advertising
advertising wearout effect advertising
affect • •
affiliate marketing •