The Marketer's Handbook: Reassessing Marketing Techniques for Modern Business

WHAT’S IN AND WHAT’S NOT

WHAT’S IN

Account based marketing: see Account management

AAR model

Account management

Advertising

AIDA

Ansoff and his matrix

Audit (The market audit)

B-to-B: see Business-to-business marketing

Behavioural insights for marketing

Bellwether markets: see Diffusion of innovation

Blueprinting

Boston Matrix

Brands

Business-to-business marketing

Brand valuation: see Brand

Buyer behaviour: see Consumer behaviour or Organizational buying behaviour

Buzz: see Viral marketing

Campaign: see Marketing communication

Category management

Celebrity endorsement

Customer experience management: see Service quality

Channels of distribution

Channel strategy: see Channels of distribution

Closing techniques

Cognitive dissonance: see Behavioural aspects of marketing

Collateral; see Packaging

Co-creation of products and services: see Innovation management

Conjoint research: see Research

Communication: see Marketing communication

Competitive strategy

Concept testing: see Research

Conjoint research: see Research

Consumer behaviour

Contact audit

CRM: see Loyalty

CSR, Corporate social responsibility

Customer experience management: see Service quality

Customer journey: see Blueprinting and Service quality

Customer Value: see Value propositions

Cultural variations

Decision-making unit (DMU)

Differentiation

Diffusion of innovations

Digital marketing

Direct marketing

Directional policy matrix

Entertaining customers: see Hospitality

Event marketing: see Sponsorship

Experience curves: ...