The Advanced Dictionary of Marketing: Putting Theory to Use

Dr Scott G. Dacko is Associate Professor of Marketing and Strategic Management at Warwick Business School in the UK. He has both academic and practical business experience, and his dictionary aims to be useful in both worlds.

Containing in the region of 520 entries The Advanced Dictionary of Marketing distinguishes itself by concentrating on marketing theory rather than basic vocabulary. Introducing the Dictionary, Dacko explains that:

A dictionary that foregrounds scholarship fills a gap in the market. The Advanced Dictionary of Marketing is therefore aimed at the researchers, practicing marketers, academics and “advanced” students who are failed by run‐of‐the‐mill marketing...