Marketing

Index

Above-the-line, 127–8

Accessories, 238

ACORN, 77–8

Ad hoc research, 263

Adoption process (buyer behaviour), 106

Advertising, 56, 127–37

Advertising by objectives, 134–7

After-sales, 168

Agents, 317–18

Alternative choice (selling), 166

Ansoff’s matrix, 51–2, 364–5

Area sample, 266

Arthur D. Little matrix, 367

Associative segmentation, 79

Attitudes (buyer behaviour), 100

Audit (marketing), 360–1, 377,

Automatic vending, 187–8

Barksdale & Harris matrix, 367–9

Basic close (selling), 166

Batch production, 7

Bayesian decision theory, 294–8

Behavioural segmentation, 79–80

Below-the-line, 127–8

Benefit segmentation, 80

Boston consulting group (BCG) matrix, 361–3

BPB, 351

Brand:

loyalty, 101

management, 252–4

Brand-image school of advertising, ...