The Advanced Dictionary Of Marketing: Putting Theory To Use

THE ADVANCED DICTIONARY OF MARKETING This page intentionally left blank The Advanced Dictionary of Marketing PUTTING THEORY TO USE Scott G. Dacko 1 3 Great Clarendon Street, Oxford ox2 6dp Oxford University Press is a department of the University of Oxford. It furthers the University’s objective of excellence in research, scholarship, and education by publishing worldwide in Oxford New York Auckland Cape Town Dar es Salaam Hong Kong Karachi Kuala Lumpur Madrid Melbourne Mexico City Nairobi New Delhi Shanghai Taipei Toronto With offices in Argentina Austria Brazil Chile Czech Republic France Greece Guatemala Hungary Italy Japan Poland Portugal Singapore South Korea Switzerland Thailand Turkey Ukraine Vietnam Oxford is a registered trademark of Oxford University Press in the UK and in certain other countries Published in the United States by Oxford University Press Inc., New York c Scott G. Dacko 2008
The moral rights of the author have been maintained Database right Oxford University Press (maker) First published 2008 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, without the prior permission in writing of Oxford University Press, or as expressly permitted by law, or under terms agreed with the appropriate reprographics rights organization. Enquiries concerning reproduction outside the scope of the above should be sent to the Rights Department, Oxford University Press, at the address above. You must not circulate this book in any other binding or cover and you must impose the same condition on any acquirer. 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.) 1 3 5 7 9 10 8 6 4 2 Acknowledgments Special thanks go to all who have contributed to the wealth of knowledge contained within this advanced dictionary. In assisting with its production, 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 dictionary 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 s