This dictionary of marketing terms focuses on key concepts, grouped into four categories: concepts, laws, theories, and effects. Containing over 500 entries, ranging in length and depth, the book will be the ideal reference guide for practitioners, MBA students, and those taking professional marketing qualifications.Example entries include:Balanced Scorecard; Sagacity Segmentation; Value-based Marketing; Law of Comparative Advantage; Law of Diminishing Returns; Engel's Law; Moore's Law; Agency Theory; Game Theory; Motivation Theory; Theory X; Theory Y; Acquiesence Response Set; Anchoring Effect; Experience Curve Effect; Halo Effect; Substitution Effect.

这本营销术语词典的重点是关键概念，分为四类：概念，法律，理论和效果。包含超过500个条目，在长度和深度不等，这本书将是理想的参考指南从业者，工商管理硕士学生，以及那些采取专业营销资格include:Balanced Scorecard; 睿智分割；价值营销；比较优势法；收益递减规律；恩格尔定律；摩尔定律；代理理论；博弈论；动机理论；理论X；Y理论；获得反应集；锚定效应；经验曲线效应；晕效应；替代效应。