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. pExample entries include pBalanced 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.