Index

Above-the-line, 1278

Accessories, 238

ACORN, 778

Ad hoc research, 263

Adoption process (buyer behaviour), 106

Advertising, 56, 12737

Advertising by objectives, 1347

After-sales, 168

Agents, 31718

Alternative choice (selling), 166

Ansoff’s matrix, 512, 3645

Area sample, 266

Arthur D. Little matrix, 367

Associative segmentation, 79

Attitudes (buyer behaviour), 100

Audit (marketing), 3601, 377,

Automatic vending, 1878

Barksdale & Harris matrix, 3679

Basic close (selling), 166

Batch production, 7

Bayesian decision theory, 2948

Behavioural segmentation, 7980

Below-the-line, 1278

Benefit segmentation, 80

Boston consulting group (BCG) matrix, 3613

BPB, 351

Brand:

loyalty, 101

management, 2524

Brand-image school of advertising, ...

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