Outline of marketing

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The following outline is provided as an overview of and topical guide to marketing:

Video Outline of marketing

Marketing

Marketing may be defined as the social and managerial processes by which products, services, and value are exchanged in order to fulfill individuals' or groups' needs and wants. These processes include, but are not limited to, advertising, promotion, distribution, and product management.

Maps Outline of marketing

Core concepts in marketing

Marketers may sell goods or services directly to consumers, known as business to customer (B2C marketing); commercial organisations (known as business to business marketing or B2B), to government; to not-for-profit organisations (Not-for-profit orgnanization (NFP)) or some combination of any of these.

Actors and relationships

The Consumer: At the centre of the marketing framework is the consumer.

Typically, the consumer refers to the end-user - but this may be an individual or group such as a household, family unit or organisation.

In addition, marketers may need to consider the roles of influencers such as Opinion leaders who increasingly use means such as social media to develop customer to customer networks of influence.

Sales personnel: may go by various names including: Sales representative; Arabber; Bazaari; Costermonger; Hawker (trade); Huckster; Merchant; Peddler; Retailer; Street vendor or Vendor

Selling situations & relationships: Depending on the nature of the business operations, many different types of actors are involved in a variety of selling situations involving a variety of sales personnel, who perform varied sales roles. Sales activities involve many different types of customer relationships - from simple transactional exchange through to long-term, enduring customer relationships.

Needs, wants and demand

Marketers typically begin planning with a detailed understanding of customer needs and wants.

A need is something required for a healthy life (e.g. food, water, shelter).

A want is a desire, wish or aspiration.

When needs or wants are backed by purchasing power, they have the potential to become demands.

Nature of exchange

Exchange, the act of giving or taking one thing of value in return for another is central to marketing activities.

Not all exchange involves Financial transactions, but may also involve barter, contra dealing or other form of trade.

Objects of exchange

The object of exchange can include: Goods; services or experiences; concepts or ideas; causes and may even involve celebrity marketing

Perceptions of value

• Co-creation of value
• Customer value proposition
  • Participatory design
• Utility
• Value proposition
• Value (marketing)
  • Value-in-use

Foundation economic concepts

Given that marketing has its roots in economics, it shares many foundation concepts with that discipline. Most practicing marketers will have a working knowledge of basic economic concepts and theories.

• Business model
• Core
• Core competency
• Consumer demand
  • Demand curve
  • Demand-led growth
  • Demand response
  • Derived demand
  • Inverse demand function
  • Law of demand
  • Law of supply
  • Supply and demand
• Economies of scale
• Economies of scope
• Experience curve effects
• First-mover advantage
• Market
• Marketing ethics
• Product differentiation
• Sharing economy
• Sustainable competitive advantage
• Switching costs
  • Switching barriers
• Transaction costs
• Value

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Planning levels and planning tools

Planning levels

Marketing planning is just one facet of the overall company's planning. Marketing plans must therefore take their guidance from the overall strategic plan or business plan. Most companies produce both a strategic plan and a managerial plan (also known as an operational plan). The distinction between strategic planning and management planning is that they are two phases with different goals.

Strategic planning is fundamentally concerned with the policies that will improve the firm's competitive position. Strategic planning is sometimes called higher-order planning and is usually long-term planning (say 3-7 years) while management planning is short-term and may be carried out for a specific program (e.g. a sales or advertising campaign of a few weeks duration) or carried out annually. Strategic plans typically include a statement of the firm's vision and mission. The Marketing strategy is a plan that shows how the firm's marketing activities will help to achieve the overall strategic goals.

Marketing management is focused on developing the marketing program or Marketing mix (also known as the 4Ps) and is concerned with the implementation of specific action plans designed to achieve objective, measurable targets (SMART objectives). Marketing management plans are typically prepared on an annual planning cycle, but may be prepared for shorter periods for special events such as a product launch, a new logo, change to corporate livery or a repositioning campaign.

Marketing strategies

• Barriers to entry
• Barriers to exit
• Market dominance strategies
• Porter's generic strategies
  • Cost leadership
  • Differentiation
• Mass customization
• Mission-driven marketing

Growth strategies

• Aggressiveness strategies
• Ansoff Matrix (also known as the product/market growth matrix)
  • Market development
  • Market penetration
  • Product development
  • Diversification (marketing strategy)
• Growth platforms
• Growth planning
• Horizontal integration
• Innovation
• Inorganic growth
  • Mergers and acquisitions
• Innovation strategies
• Organic growth
• Profit impact on marketing strategy
• Vertical integration

Marketing warfare strategies

• Defensive strategy (marketing)
• Flanking marketing warfare strategies
• Guerrilla marketing warfare strategies
  • Guerrilla marketing (also known as Attack marketing)
• Offensive marketing warfare strategies

Planning tools and techniques

• Marketing plan
• Management loose
• Implementation and control
• Positioning analysis

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Analytical techniques used in marketing planning and strategy development

Marketers draw on a very wide variety of techniques and tools when analysing the market and the broader operating conditions. The technique selected depends on the nature of the situation or problem to be investigated and the analyst's skill and experience.

Techniques used in strategic planning

• Benchmarking
• Competitor analysis
  • Competitive intelligence
• Data mining
• Ecological model of competition
• Environmental scanning
• Forecasting
• Gap analysis
• Impact analysis
• Market analysis
• Marketing mix modeling
• PEST analysis (also known as macroenvironmental analysis)
• Predictive analytics
• Positioning analysis
• Portfolio analysis - portfolio analysis refers to a class of analytical methods
  • B.C.G. Analysis
  • G.E. Multi Factoral analysis (also known as the GE/McKinsey matrix)
• Risk analysis
• Scenario planning
• Situation analysis
• Strategic foresight
• SWOT analysis
• Trend analysis
• Porter's five forces analysis (also known as Industry analysis)

Techniques used in positioning analysis

• Discriminant analysis
• Factor analysis
• Multi dimensional scaling
• Perceptual mapping
• Preference regression

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Branches of Marketing

The book titled, The Marketing Book, 7th ed., Routledge, Oxon, UK, 2016 edited by Michael J. Baker and Susan Hart identifies the distinct branches of marketing practice as:

• Consumer marketing (general Marketing)
• Business marketing; also known as Industrial marketing (which also includes Business-to-government marketing)
• Relationship marketing
• Environmental marketing; also known as Green marketing )
• International marketing; also known as Global marketing)
• Services marketing; which includes not-for-profit marketing and Destination marketing)
• Retailing
• Social marketing (which includes Cause-related marketing)

For a more detailed breakdown of the relevant topics for each of these key branches of marketing, see Branches of Marketing: Detailed Topics on this page. For special applications of marketing including marketing of specific types of products (e.g. agricultural marketing, faith based marketing, pharmaceutical marketing, political marketing, sports marketing, etc.,) or marketing to specific target groups (e.g. marketing to children, marketing to older people, LBGT marketing) see: Special applications of marketing practice).

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Marketing orientations

Marketing orientations are the philosophies or mindsets that guide and shape marketing planning and marketing practice. Some marketing historians believe that different philosophies have informed marketing practice at different times in marketing's history. Although there is no real agreement amongst scholars about the precise nature or number of distinct marketing orientations, the most commonly cited include:

• Marketing orientation (See section: Marketing orientation)
  • Marketing concept
• Production orientation (also see sections: Production orientation or Production orientation)
• Sales orientation; also known as the Selling orientation (also see sections: Selling orientation or Sales orientation)
• Societal marketing (also see section: Societal marketing)
  • Sustainable market orientation
  • Corporate social responsibility
• Relationship orientation (also see Relationship orientation section)
  • Customer relationship management

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The marketing management framework

Marketing planing or the process of developing a marketing program requires a detailed understanding of the marketing framework including Consumer behavior; Market segmentation and Marketing research. In the process of understanding the consumer market to be served, marketers may need to consider such issues as:

Consumer basics

• Brand awareness
• Consumer
• Consumerism
• Customer knowledge
• Consumer socialization
• Consumer switching
• Centres of influence
• Consumer purchase funnel
• Customer engagement
• Demographics
• Demographic profile
• Ethical consumerism
• Lifestyle

Consumer decision-making

The main steps in the consumer's purchase decision process are: Need or problem recognition -> Information search -> Evaluation of alternatives -> Product/Brand Choice -> Post purchase behaviour

• AIDA (marketing)
• Brand awareness
• Consumer confusion
• Choice Modelling
• Decoy effect
• Impulse purchases
• Prospect theory
• Window shopping

Influences on consumer decision-making

Consumers purchase decisions are influenced by a range of internal and external factors including:

Internal influences

• Attitudes; Beliefs; Demographics; Aspirational age; Aspirational Brand; Culture; Learning; Motivation; Opinion leaders; Risk perception and Loss aversion; Needs; Social class; Values

External influences

• Culture; Family; Reference groups; Subculture; Peer group; Pester power; Time

Market research and marketing research

Marketing research refers to research activities designed to understand the marketing environment, including competitors, the socio-cultural environment and the politico-legal operating environment. Market research specifically refers to research concerned with understanding the market, that is consumers and is designed to yield actionable customer insights.

Quantitative research methods

Quantitative methods may also be known as Scientific methods.

• Statistical surveys
• Survey methodology
• Experimental techniques
• Exploratory research
• Online panels
• Quantitative research
• Statistical survey
• Questionnaire construction

Qualitative research methods

• Computer-assisted qualitative data analysis software
  • Nvivo
• Observational techniques
  • Eye tracking
  • AttentionTracking
  • Electroencephalograph
  • Functional magnetic resonance imaging (fMRI)
• Ethnographic resesearch
• Neuromarketing
• Focus group

Specific research tools and techniques

• Awareness research
• Advertising research
  • Ad tracking
  • Measuring advertising effectiveness
  • Concept testing
  • AttentionTracking
• Behavioral economics
• Competitive intelligence
• Content analysis
• Coolhunting
• Conjoint analysis
• Customer satisfaction research
• Delphi technique
• Forecasting
  • Predictive buying
• Futures research
• Marketing information systems
• Marketing intelligence
• Mixed method research
• Motivational research - no current article, but opportunity for a new article?
• Nominal group technique
• Psychometrics
• Innovation game
• Service quality research

Scale/Questionnaire Design

• Questionnaire construction
• Scales
  • Likert scale
  • Semantic differential

Sampling

• Simple random sampling
• Systematic sampling
• Statistical surveys
• Stratified sampling
• Cluster sampling
• Multistage sampling
• Nonprobability sampling

Market segmentation and targeting

List of abbreviations for market segments

Market segmentation

• Market segment (article)
• Segmenting and positioning (article)
• Market segmentation (section) or Market segmentation or Market segmentation (section)
• Mass customization
• Mass marketing
• Market segment
• Microsegmenting
• Microsegment
• Niche market
• Hypersegmentation or one-to-one marketing
• Precision marketing
• Sub-niche market

Specific approaches to segmenting markets

(a) Segmenting consumer markets

The main bases for segmenting consumer markets include:

• Demographics
• Geodemographic segmentation (also known as Geo-targeting or Geodemography)
• Intermarket segmentation (for segmenting international markets)
• Psychographics (psychometric segmentation; lifestyle and values segmentation) (article) (also see: Psychographic segmentation -article)
• Sagacity segmentation

• • List of abbreviations for frequently used consumer segments

(b) Segmenting business or industrial markets

The main bases for segmenting business or industrial markets include:

• Industrial market segmentation
  • Firmographics
  • Industry classification

Measuring market segment size

• Bass diffusion model
• Serviceable available market
• Total addressable market

Targeting

• Targeting (section)
• Attitudinal targeting
• Behavioral targeting
• Demographic profile
• Demographic targeting
• Geo-targeting
• Niche market
• Targeted advertising
• Target audience
• Persona (user experience)
• Serviceable available market
• Total addressable market

Proprietary segmentation databases and software

To support, market segmentation analysis marketers may require access to databases with large sample sizes. A number of commercial companies provide such data which typically includes proprietary software designed to interrogate the data and backed by algorithms that support different types of segmentation approaches. These commercial databases are often country or region specific. Popular geo-demographic segmentation databases include:

• Acorn (UK)
• Claritas Prizm (US)
• Experian (Europe, US)
• Mosaic (Asia-Pacific)

Popular psychometric tools include:

• Roy Morgan Research (Asia Pacific)
• VALS (US)
• Values Modes

Statistical techniques used in segmentation analysis

• Neural Networks
• CHAID (Chi-square Automatic Interaction Detector)
• Canonical Analysis
• Choice Modelling
• Cluster analysis
• Conjoint analysis
• Cross tab
• Discriminant analysis
• Factor analysis
• Intent scale translation
• K-means
• Latent Class Analysis
• Logit analysis
• Multi dimensional scaling
• Preference-rank translation
• Preference regression
• Random Forests
• Structural Equation Modeling

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Marketing management: The marketing program (also known as the marketing mix or the 4 Ps)

The marketing program, also known as the marketing mix or the 4 ps consists of the product, price, place and promotion.

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Product

• Badge engineering
• Cannibalization (marketing)
• Euro Car Segment
• Market cannibalism
• Market segmentation index
• Positioning (marketing)
• Packaging and labeling
  • Food labelling regulations
  • Labelling
  • Country of Origin Labeling
  • Reusable packaging
  • Seasonal packaging
  • Wine label
• Premium product segment
• Product lifecycle
• Product life-cycle theory
• Product lining
• Product line extension
• Product category volume
• Product churning
• Product differentiation
• Product life cycle management (article)
• Product life-cycle management (marketing) (article)
• Technology lifecycle
• Life cycle cost analysis
• Planned obsolescence
• Product line
• Product proliferation
• Whole product
• Product portfolio
  • B.C.G. Analysis
  • G.E. Multi Factoral analysis
• Contribution margin analysis
• Product bundling
• Utility

New product development (NPD)

Innovation and New product development are an important part of a firm's long term growth strategy.

The steps in a basic new production development process are:

Idea generation (or Ideation (creative process)) ->Concept screening-> Concept testing -> Business analysis -> Product development -> Market testing -> Commercialization and may include a Soft launch

The NPD process can be applied to:

Products: New product development; Design

Services: Service innovation; Service design

Environmental goods or services: Eco-innovation; Ecodesign; Lean product development

A recent trend in NPD is the use of participatory design, also known as co-design or co-operative design, which involves stakeholders such as employees or consumers in the design process.

Sources of new product ideas include: Research and development; Consumers or Users; distributors, suppliers or crowdsourcing.

Types of innovation

• Blue Ocean Strategy
• Disruptive innovation

NPD represents a high risk activity. It requires substantial investment and a list of product failures suggests that the probability of failure is relatively high.

New product adoption and diffusion

In order to develop a superior understanding of how new products are adopted by the market place and the factors that influence adoption rates, marketers often turn to a number of models or theories of the adoption/diffusion process:

• Bass diffusion model
• Diffusion (article)
• Diffusion of innovations (article)
  • Early adopter
  • Hype cycle
• Technology acceptance model (article)
• Technology adoption life cycle (article)
• Technology life cycle

• Quality function deployment
• Crossing the Chasm (Book title)

Legal protection of new products and brands

New product development, including the design of product features, manufacturing processes, packaging design etc. involves creative work and therefore constitutes intellectual property. A number of different legal avenues are available to protect different types of intellectual property.

• Certification mark
• Copyright
  • List of Copyright Acts
• Logo
• Patent
• Service mark
  • Service mark symbol
• Trademark
  • Sound trademark
• Trade secret

Brand management

• Branding (Promotional)
• Branding
  • Aspirational brand
  • Celebrity branding
  • Co-branding
  • Employer branding
  • Green brands
  • Internet branding
  • Ingredient branding
  • Lifestyle brand
  • Nation branding
  • Symbol-intensive brand
  • White-label product
• Brand architecture
• Brand asset management
• Brand alliances
• Brand ambassador
• Brand aversion
• Brand awareness
• Brand community
• Brand equity
• Brand experience
• Brand extension (also known as brand stretching)
• Brand implementation
• Brand language
• Brand loyalty
• Brand naming
• Brand orientation
• Brand preference
• Brand relationship
• Brand strength analysis
• Brand tribalism
• Challenger brand
• Brand switching
• Corporate identity
• Corporate branding
• Cult brand
• Generic brand
• Hallmarks
  • Silver hallmarks
• List of fictional brands
• List of renamed brands
• Product proliferation
• Marque
• Rebranding
• Self-brand
• Visual brand language

Branding strategies

• Private brand (also known as Private labels or Store brand
• Private Label Strategy
• Brand licensing
• Corporate branding
• Family branding
• Fighter brand (also known as a fighting brand)
• Individual branding
• National brand
• Umbrella brand

Brand protection

• Copyright
• Service mark
• Trademark
  • Genericized trademark

Packaging and labelling

• Mandatory labelling
• Sustainable packaging

Price

• Algorithmic pricing
• Barter
• Choice Modelling
• Competitor indexing
• Break even analysis
• Markup
• Loyalty card
• Operating margin
• Price elasticity of demand
• Pricing objectives
• Price points
• Price ceiling
• Price controls
• Price fixing
• Price fixing cases
• Price floor
• Price gouging
• Price mechanism
• Price signal
• Price system
• Price umbrella
• Purchasing power
• Real prices and ideal prices
• Reservation price
• Resale price maintenance
• Shadow price
• switching costs
• Target pricing
• Transfer pricing
• Pricing science
• Price override
• Unit price

Pricing strategies

• Value-based pricing
• Relationship-oriented pricing
• Cost-plus pricing
• Cost-plus pricing with elasticity considerations
  • Rate of return pricing
  • Pricing for profit maximization

Pricing tactics

• Base point pricing
• Cost the limit of price
• Bait pricing
• Break-even (economics)
• Congestion pricing
• Contingency pricing
• Clearance sale
• Discounts and allowances
• Drip pricing
• Dumping (pricing policy)
• Everyday low price
• Fire sale
• Geographic pricing
• High-low pricing
• Loss leader
• Parity pricing
• Penetration pricing
• Premium pricing (also known as Price premium)
• Price wars
• Joint product pricing
• Psychological pricing
• Premium pricing
• Price discrimination
  • Dynamic pricing
  • Time-based pricing
    • Geographical pricing and price zoning
• Value pricing or Value-based purchasing
• Price skimming
• Odd price
• Sliding scale fees
• Two part tariff
• Variable pricing and real-time pricing
• Penetration pricing
• Variable pricing
• Willingness to pay
• Yield management

Place (distribution)

• Direct marketing
• Database marketing
• Direct Marketing Association
• Drop shipping
• Jobber (merchandising)
  • • Fuel jobber
    • Rack Jobber
    • Jobbing house
    • Stockjobber
• Logistics
  • Green logistics
  • Logistic engineering
  • Reverse logistics
• Marketing channel
  • Marketing channels
• Sales (also known as Personal selling)
  • Sales management (also known as Sales force management)
  • Sales effectiveness
  • Sales force management system
  • Sales techniques
  • Negotiation
  • Shill
  • Large Group Awareness Training (LGAT)
  • Salesman
• Supply chain
  • Supply chain management
• Wholesale
  • Wholesaler
• Value chain
• Value migration

The following methods are prohibited in most nations:

• Multi-level marketing
• Pyramid scheme

Promotion (also known as marketing communications or integrated marketing communications (IMC))

• Marketing communications (section)
• Advertising agency or marketing communications agency
• Cross-promotion
• Communication planning
• Co-promotion
• Internal marketing
• Influencer marketing
• Positioning
• Referral marketing
• Street marketing
  • Street team
• Unique selling proposition
• Viral marketing
• Word of mouth marketing

Elements of the promotional mix

Advertising

• Ad blocking
• Advertising management
• Advertising campaign
• Account planning
• Advertising media selection
• Advertising slogan
• Attention (advertising)
• Augmented reality advertising
• Commercial skipping
• Consumer-generated advertising
• Digital marketing
• Effective frequency
• History of advertising
• Immersive advertising
• Infomercial
• In-game advertising
• Innovid
• Interactive advertising
• Native advertising
• Perceptual blindness
• Persona
• Shock advertising
• Storyboard
• Targeted advertising
• Target audience
• Television commercial
• Reach (advertising)
• View-through rate

Advertising models: How does advertising work?

• AIDA (marketing)
• AISDALSLove
• DAGMAR marketing
• Elaboration likelihood model (article)
• Elaboration likelihood model (section)

Advertising research

• Advertising research (Article with a media focus)
• Ad tracking
• AttentionTracking
• Copy testing
• Eye tracking

Advertising Media

• Audience measurement
• Advertising board
• Advertising postcard
• Cinema
• Display stand
• Interactive media
• Internet
• Magazines
  • List of magazines by circulation
• Mass media
• Media planning
• New media
• Newspapers
  • Newspaper circulation
  • Lists of newspapers
• Nielsen Media Research
• Out-of-home advertising
  • Aerial advertising
  • Billboard (advertising)
    • Digital billboard
    • Human billboard
    • Mobile billboard
    • Neon message board
    • Sandwich board
  • Kiosk
    • Interactive kiosks
  • Transit media
    • Bus advertising
    • Driven media
    • Fleet media
    • Truckside advertisement
    • Wrap advertising
  • Signage
    • Electronic signage
    • Digital signage
  • Skywriting
• Product placement
• Radio
  • List of most-listened-to radio programs
  • Nielsen ratings
  • Nielsen Audio
• Retail media
• Social media marketing
• Streaming media
• Television
  • List of most watched television broadcasts
  • OzTAM
  • Q Score
  • Television ratings

Award-winning advertising campaigns

• Share a Coke
• Coca-Cola's Hillsong campaign
• Slip-Slop-Slap (Anti-Cancer Institute of Australia) Winner of the International Sulzberger Award, 2010

Internet

• Affiliate marketing
• Banner blindness
• Behavioral Targeting
• Inbound marketing
• Mobile advertising
• Online advertising
• Performance-based advertising
• Search analytics
• Search engine optimization
• Social media marketing
• Referral marketing
• Revenue sharing
• Web analytics

Main types of internet promotion

E-mail spam, e-mail marketing, post-click marketing, Website monetizing, Search engine marketing (SEM), search engine optimization (SEO), Display advertising, * Contextual advertising

Internet advertising methods

Advertising methods: Ad filtering, ad serving, central ad server, pop-up ad, contextual advertising, web banner

Search engine marketing payment methods

pay per click, click fraud, paid inclusion

Internet metrics

Click through rate (CTR), cost per action (CPA), cost per click (CPC), cost per impression (CPI), cost per mille (CPM), effective cost per mille (eCPM)

Advertainment

• Advergaming
• Branded content (also known as Branded entertainment)
• In-game advertising
• Product placement

Direct and digital marketing

• Direct response television
• Direct response media
• Digital marketing (also known as Digital promotion
• E-commerce
• Telemarketing
• Specialty catalogs

Personal selling

• AIDA (marketing)
• DAGMAR marketing
• Field marketing
• Sales management
  • Sales effectiveness
• Sales process
• Smarketing
  • Lead generation
  • Presentation
  • Closing (sales)
• Customer relationship management
• Customer lifecycle management

Sales promotion

• Gimmick
• Merchandising
• Branding (Promotional)
• Promotional campaign
• Point of sale
• Point of sale display

Public relations

• Buzz marketing
  • Buzz monitoring
• Corporate image
• Corporate communications
  • Cause marketing
• Content marketing
• Doing a Ratner
• Event marketing
• Exhibitions
• Speechwriter
• Trade fairs
• Undercover marketing
• Viral marketing
• Word of mouth and buzz

Sponsorship

• Ambush marketing
• Community marketing

Communications planning

• Kelman's source characteristics

Measuring communications effects

• Audience response
• Effective frequency
• Mind share
• Reach (advertising)
• Share of voice
• Share of wallet

The extended marketing mix

The extended marketing mix is used in the marketing of services, ideas and customer experiences and typically refers to a model of 7 Ps and includes the original 4 Ps plus process, physical evidence and people. Some texts use a model of 8 Ps and include performance level (service quality) as an 8th P.

Process

• Customer experience management
• Service blueprint

Physical evidence

• Virtual customer environment
• Front of house
• Front office
• Service innovation
• Service design
• Servicescapes

People

• Customer
• Customer to customer
• Dramaturgical perspective
• Personnel
• Pink-collar worker
• Customer interface
• CEM integration
• CEM organization
• Role theory
• Scripts

Measuring marketing performance: Marketing metrics

Marketing activities are costly and represent an investment in a company or brand's long term future. With the increased emphasis on accountability, marketers must consider how they measure marketing's performance and communicate that to stakeholders. Various types of metrics that are in widespread use may be classified as:

Measures of market/ competitive performance

• Market share
  • Market share analysis
• Market value
• Market power
  • Marketing Effectiveness
• Return on marketing investment (ROMI)
• Share of wallet

Measures of advertising and promotional effectiveness

• Measuring advertising effectiveness
• Share of voice

Measures of brand health

• Brand equity
• Brand valuation
• Return on Marketing Investment (ROMI)

Customer-oriented measures

• Customer satisfaction
  • Customer satisfaction research
  • Customer data management
• Customer analytics

Special topics in marketing

• Consumer Culture Theory (CCT)
• Customer privacy
• Consumer behavior and ideals of beauty
• Diversity marketing
• Remarketing with Iranian Style
• Family in advertising
• Effects of advertising on teen body image
• Marketing paradigms
• Marketing myopia
• Network marketing
• Postmodern marketing
• Sex in advertising
• Subliminal advertising
• Subvertising

Branches of Marketing: Detailed topics

Business Marketing

• Affiliate marketing
• Affinity marketing
• Centres of influence
• Co-marketing
• Firmographics
• Managed services
• Outsourcing
• Personal selling
• Prospecting
• Solution selling
• Sales
• Supply chain management
• Vendor lock-in

Environmental marketing

• Green marketing

International marketing

• Intermarket segmentation
• Global marketing
• Market entry strategies
• Product adaptation

Relationship marketing

• Customer relationship management
• ECRM - Electronic customer relationship management
• Customer lifetime value
  • Customer lifetime valuation
• Customer lifecycle management
• Loyalty marketing
  • Customer loyalty programs
  • Incentive program
  • Loyalty program
• Trust-based marketing

Services Marketing

• Customer service
• Customer Service System
• Destination marketing
• Self-service
• Service quality
• SERVQUAL
• Customer satisfaction
• Customer satisfaction research
• Disconfirmed expectancy
• Quality management
• Servicescapes
• Service
• Service blueprint
• Borderless Selling
• Quality
• Service quality (aka PZB model or gaps model)
• Experience economy
• Service design
• Service-dominant logic
• Service innovation
• Service mark
• Servicescapes
• Service sector
• Service recovery
• Service system
• Service recovery paradox
• Sports marketing
• Strategic service management

Social marketing

• Corporate social responsibility
• Cause-related marketing
  • Cause-related loyalty marketing
• Cradle to grave sustainability practices
• Green marketing
• Green brands
• Socially responsible marketing
• Societal marketing
• Sustainability marketing
• Sustainability brand
• Sustainable packaging
• Sustainability metrics and indices

Retailing

• E-tailing
• Point of sales
• Retail concentration
• Retail design
• Retail software
• Retail media
• Site selection
• Shopper marketing
• Store manager
• Visual merchandising

Types of retailer

• Arabber
• Bazaari - used to describe merchants and those who work at markets (Middle East)
• Costermonger
• Hawker (trade)
• Huckster
• Merchant
• Peddler
• Street vendor

Types of retail outlet and shopping precincts

• Arcade
• Automated retail
• Bazaar
  • Bedesten term used to describe a bazaar in the Balkans
  • Haat bazaar refers to a regular produce market (South Asia)
  • Meena Bazaar a bazaar that raises money for non-profit organizations (South Asian)
  • Landa bazaar a terminal market or market for second hand goods (South Asia)
  • Saddar Bazaar a city or town's main market (South Asia).
• Big-box store
• Category killer
• Chain store
• Charity shop
• Convenience store
• Department store
  • List of department stores
• Discount store
• Dollar store
• Hypermarket
• Franchising
• Market town
• Market
  • Wet market fresh produce market in Asia
  • Pasar malam a night market in South-East Asia
  • Pasar pagi a morning market in South-East Asia
• Pawnbroker
• Pop-up retail
• Retailers' cooperative
• Shopping mall
• Shopping streets
• Second-hand shop
• Self-service
• Supermarket
  • List of supermarkets
• Strip mall
• Souq (or souk is an Arabic term for bazaar or market)
• Variety store
• Vending machine
• Warehouse club
• Warehouse store

Special applications of marketing and promotion

• Advertising and marketing to children
• Adolescents and food marketing
• Agricultural marketing
• Agricultural value chain
• Alcohol advertising
• Business-to-government marketing
• Cause marketing
• City marketing
• Cosmetics advertising
• Community marketing
• Destination marketing
  • Destination marketing organization
• Evangelism marketing
• Engagement marketing
• Faith-based marketing
• Fish marketing
• Fast food advertising
• Food marketing
• Grey market
• Health marketing
• LGBT marketing
• Local store or neighbourhood marketing
• Megamarketing
• Marketing of Halo 3
• Movement marketing (marketing of cultural movements)
• Pharmaceutical marketing
• Political advertising campaign
• Shrimp marketing
• Sports marketing
• Tobacco advertising
• Tourist attractions
• Wholesale marketing of food

History

• History of advertising (section)
• History of advertising (main page)
• History of advertising in Britain article
• History of branding (section)
• History of brand management (section)
• History of marketing research (section)
• History of market segmentation (section)
• History of promotional merchandise (section)
• History of retail (section)
• History of merchants (section)
• History of the market place (section)
• Origins of the positioning concept (section)
• Origins of consumer behaviour (section)

Influential marketing thinkers

• Wroe Alderson (1898-1965) - proponent of marketing science and instrumental in developing the functional school of marketing
• Igor Ansoff (1918-2002) - marketing/ management strategist; noted for the product/market growth matrix
• David Aaker - highly awarded educator and author in the area of marketing and organisational theory
• N. W. Ayer & Son - probably the first advertising agency to use mass media (i.e. telegraph) in a promotional campaign
• Leonard Berry (professor) - author and educator with strong interest in health marketing and relationshp marketing
• Neil H. Borden (1922-1962) - coined the term, 'marketing mix'
• Clayton Christensen - educator, author and consultant, published in the areas of innovation and entrpreneurship
• George S. Day - author and educator; has published in the area of strategic marketing
• Ernest Dichter (1907-1991) - pioneer of motivational research
• Andrew S. C. Ehrenberg (1926-2010) - made contributions to the methodology of data collection, analysis and presentation, and to understanding buyer behaviour and how advertising works
• Edward Filene (1860-1937) - early pioneer of modern retailing methods
• Seth Godin - Popular author, entrepreneur, public speaker and marketer
• Paul E. Green -academic and author; the founder of conjoint analysis and popularised the use of multidimensional scaling, clustering, and analysis of qualitative data in marketing.
• Shelby D. Hunt -former editor of the Journal of Marketing and organisational theorist
• John E. Jeuck (1916-2009) - early marketing educator
• Philip Kotler (1931-) - popularised the managerial approach to marketing; prolific author
• E. St. Elmo Lewis - developed the AIDA model used in sales and advertising
• Christopher Lovelock (1940-2008) - author of many books and articles on services marketing
• Theodore Levitt (1925-2006) - former editor of Harvard Business Review, prolific author of marketing articles and famed for his article, "Marketing Myopia"
• E. Jerome McCarthy - popularised the managerial approach and developed the concept of the 4Ps
• Arthur Nielsen - early market researcher; pioneered methods for radio and TV ratings
• David Ogilvy (businessman) - advertising guru, early pioneer of market positioning
• Vance Packard - journalist and author, wrote The Hidden Persuaders (1957) which explored the use of motivational research in marketing practice
• Charles Coolidge Parlin(1872-1942) - pioneer of market and advertising research methods
• Rosser Reeves - advertising guru; advocate of frequency
• Al Ries - advertising executive, author and credited with coining the term, 'positioning' in the late 1960s
• Arch Wilkinson Shaw (1876-1962) - early management theorist, proponent of the scientific approach to marketing
• Henry Charles Taylor (1873-1969) - the agricultural marketer
• Richard S. Tedlow - author and educatator; published in the area of marketing history
• J Walter Thompson - founded one of the earliest modern advertising agencies
• Jack Trout - together with Al Ries, popularised the positioning concept
• Don E. Schultz - father of 'integrated marketing'
• Stephen Vargo- together with R.F. Lusch developed the service-dominant approach to marketing
• Henry Grady Weaver (1889-1949) - developed the survey questionnaire for use in market research
• Jerry (Yoram) Wind - former editor of the Journal of Marketing, educator and marketer
• Byron Sharp - N.Z. academic; one of the first to document buyer loyalty in empirical work
• Daniel Starch - developed the so-called Starch scores to measure impact of magazine advertising; Starch scores are still in use
• Gerald Zaltman - developed the Metaphor Elicitation Technique (ZMET)
• Valarie Zeithaml - together with A. Parasurman and L.L. Berry, developed the model of service quality and the SERVQUAL instrument

Trade magazines and academic journals

• Advertising Age
• Adweek
• Brandweek
• International Journal of Bank Marketing
• Journal of Personal Selling & Sales Management
• Inside Retailing (Australia)
• International Journal of Research in Marketing
• Journal of Creative Communications
• Journal of Consumer Research
• Journal of Marketing Research
• Journal of Marketing
• Journal of Marketing Education
• Journal of Service Research
• Journal of Vacation Marketing
• Marketing (magazine)
• Marketing (United Kingdom)
• Marketing Science (journal)
• Marketing Theory
• Marketing Week
• The Marketer U.K. (defunct)
• MediaWeek
• PRWeek United Kingdom
• Sales Promotion (magazine)
• Social Marketing Quarterly
• Sponsor Magazine

Marketing & advertising associations, societies and peak industry associations

• American Marketing Association
• Arts Marketing Association
• Association of National Advertisers
• Australian Market and Social Research Society Limited
• Canadian Marketing Association
• Construction Marketing Association
• Direct marketing association
• Direct Marketing Association (UK)
• Direct Marketing Association (USA)
• Direct Marketing Association (South Africa)
• Direct Selling Association
• European Marketing Research Centre
• European Sponsorship Association
• Marketing Research Association
• Market Research Society
• Potato Marketing Corporation of WA
• Produce Marketing Association
• Promotion Marketing Association

Archives, museums and galleries (dedicated to marketing and/or advertising)

• American Advertising Museum
• Museum of Brands, Packaging & Advertising, Notting Hill, London
• Musée de la Publicité
• The Advertising Archives
• William F. Eisner Museum of Advertising & Design , Milwauke, Wisconsin

Lists and outlines

• Outline of business management
• Outline of economics
• Outline of finance
• Outline of production

• List of abbreviations for market segments
• List of department stores
• List of influential advertising theorists
• List of influential salesmen and sales theorists
• List of accounting topics
• List of international trade topics
• List of business law topics
• List of business theorists
• List of economists
• List of most-listened-to radio programs
• List of most watched television broadcasts
• List of magazines by circulation
• Lists of newspapers
• List of product failures
• List of supermarkets

Marketing education

• History of marketing thought and education

• Escola Superior de Propaganda e Marketing, Brazil (School of Advertising & Marketing)
• Master of Business Administration
• Master of Marketing Research
• Bachelor of Business
• Bachelor of Business Administration
• Bachelor of Pharmaceutical Marketing and Management Philadelphia College of Pharmacy and Science

There is a marketing group call list marketing group

External links

• Marketing dictionary

Source of the article : Wikipedia