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 ...
