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

Core concepts in marketing

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

Actors and relationships

: At the center of the marketing framework is the

consumer A consumer is a person or a group who intends to order, or uses purchased goods, products, or services primarily for personal, social, family, household and similar needs, who is not directly related to entrepreneurial or business activities. ...

lies the relationship between the consumer and the organization with the implication that marketers must manage the way the organization presents its public face. :: The

: Typically, the consumer refers to the

end-user In product development, an end user (sometimes end-user) is a person who ultimately uses or is intended to ultimately use a product. The end user stands in contrast to users who support or maintain the product, such as sysops, system administrato ...

- but this may be an individual or group such as a

household A household consists of two or more persons who live in the same dwelling. It may be of a single family or another type of person group. The household is the basic unit of analysis in many social, microeconomic and government models, and is i ...

family Family (from la, familia) is a group of people related either by consanguinity (by recognized birth) or affinity (by marriage or other relationship). The purpose of the family is to maintain the well-being of its members and of society. Idea ...

unit or

organization An organization or organisation (Commonwealth English; see spelling differences), is an entity—such as a company, an institution, or an association—comprising one or more people and having a particular purpose. The word is derived f ...

. In addition, marketers may need to consider the roles of

influencers An Internet celebrity (also known as a social media influencer, social media personality, internet personality, or simply influencer) is a celebrity who has acquired or developed their fame and notability through the Internet. The rise of social m ...

such as Opinion leaders who increasingly use means such as

social media Social media are interactive media technologies that facilitate the creation and sharing of information, ideas, interests, and other forms of expression through virtual communities and networks. While challenges to the definition of ''social me ...

to develop customer to customer networks of influence. :: The organization: may be represented by many different actors including: various ''sales personnel'':

Agent Agent may refer to: Espionage, investigation, and law *, spies or intelligence officers * Law of agency, laws involving a person authorized to act on behalf of another ** Agent of record, a person with a contractual agreement with an insuranc ...

;

Broker A broker is a person or firm who arranges transactions between a buyer and a seller for a commission when the deal is executed. A broker who also acts as a seller or as a buyer becomes a principal party to the deal. Neither role should be con ...

;

Sales representative Sales are activities related to selling or the number of goods sold in a given targeted time period. The delivery of a service for a cost is also considered a sale. The seller, or the provider of the goods or services, completes a sale in r ...

;

Merchant A merchant is a person who trades in commodities produced by other people, especially one who trades with foreign countries. Historically, a merchant is anyone who is involved in business or trade. Merchants have operated for as long as indust ...

;

Retail Retail is the sale of goods and Service (economics), services to consumers, in contrast to wholesaling, which is sale to business or institutional customers. A retailer purchases goods in large quantities from manufacturing, manufacturers, dire ...

er;

Street vendor A hawker is a vendor of merchandise that can be easily transported; the term is roughly synonymous with costermonger or peddler. In most places where the term is used, a hawker sells inexpensive goods, handicrafts, or food items. Whether stati ...

Vendor In a supply chain, a vendor, supplier, provider or a seller, is an enterprise that contributes goods or services. Generally, a supply chain vendor manufactures inventory/stock items and sells them to the next link in the chain. Today, these terms ...

:''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 demands

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

need A need is dissatisfaction at a point of time and in a given context. Needs are distinguished from wants. In the case of a need, a deficiency causes a clear adverse outcome: a dysfunction or death. In other words, a need is something required for a ...

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

want The idea of want can be examined from many perspectives. In secular societies want might be considered similar to the emotion desire, which can be studied scientifically through the disciplines of psychology or sociology. Want might also be exami ...

is a desire, wish or aspiration; When needs or wants are backed by

purchasing power Purchasing power is the amount of goods and services that can be purchased with a unit of currency. For example, if one had taken one unit of currency to a store in the 1950s, it would have been possible to buy a greater number of items than would ...

, they have the potential to become

demand In economics, demand is the quantity of a good that consumers are willing and able to purchase at various prices during a given time. The relationship between price and quantity demand is also called the demand curve. Demand for a specific item ...

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 transaction A financial transaction is an Contract, agreement, or communication, between a buyer and seller to exchange goods, Service (economics), services, or Asset, assets for payment. Any transaction involves a change in the status of the finances of two ...

s, but may also involve

barter In trade, barter (derived from ''baretor'') is a system of exchange in which participants in a transaction directly exchange goods or services for other goods or services without using a medium of exchange, such as money. Economists disti ...

, contra dealing or other form of

trade Trade involves the transfer of goods and services from one person or entity to another, often in exchange for money. Economists refer to a system or network that allows trade as a market. An early form of trade, barter, saw the direct exc ...

. The object of exchange can include:

Goods In economics, goods are items that satisfy human wants and provide utility, for example, to a consumer making a purchase of a satisfying product. A common distinction is made between goods which are transferable, and services, which are not ...

;

services Service may refer to: Activities * Administrative service, a required part of the workload of university faculty * Civil service, the body of employees of a government * Community service, volunteer service for the benefit of a community or a p ...

experiences Experience refers to conscious events in general, more specifically to perceptions, or to the practical knowledge and familiarity that is produced by these conscious processes. Understood as a conscious event in the widest sense, experience involv ...

;

concept Concepts are defined as abstract ideas. They are understood to be the fundamental building blocks of the concept behind principles, thoughts and beliefs. They play an important role in all aspects of cognition. As such, concepts are studied by ...

s or

idea In common usage and in philosophy, ideas are the results of thought. Also in philosophy, ideas can also be mental representational images of some object. Many philosophers have considered ideas to be a fundamental ontological category of bei ...

causes Causes, or causality, is the relationship between one event and another. It may also refer to: * Causes (band), an indie band based in the Netherlands * Causes (company) Causes.com is a civic-technology app and website that enables users to orga ...

and may even involve celebrity marketing

Perceptions of value

: Traditional thinking around the concept of

value Value or values may refer to: Ethics and social * Value (ethics) wherein said concept may be construed as treating actions themselves as abstract objects, associating value to them ** Values (Western philosophy) expands the notion of value beyo ...

was that marketers created value through

innovation Innovation is the practical implementation of ideas that result in the introduction of new goods or services or improvement in offering goods or services. ISO TC 279 in the standard ISO 56000:2020 defines innovation as "a new or changed enti ...

product design Product design as a verb is to create a new product to be sold by a business to its customers. A very broad coefficient and effective generation and development of ideas through a process that leads to new products. Thus, it is a major aspect of ...

and manufacture and that

Utility As a topic of economics, utility is used to model worth or value. Its usage has evolved significantly over time. The term was introduced initially as a measure of pleasure or happiness as part of the theory of utilitarianism by moral philosophe ...

was embedded in products or services offered for sale. In this type of thinking, marketer's objective was to communicate a

value proposition In marketing, a company’s value proposition is the full mix of benefits or economic value which it promises to deliver to the current and future customers (i.e., a market segment) who will buy their products and/or services. It is part of a co ...

to potential buyers. However, recent thinking has changed the traditional perspective and now recognizes that consumers may participate in the co-creation of value in a variety of ways. Consumers may derive value through usage and experience, known as value-in-use or may be involved in product design, known as

participatory design Participatory design (originally co-operative design, now often co-design) is an approach to design attempting to actively involve all stakeholders (e.g. employees, partners, customers, citizens, end users) in the design process to help ensure t ...

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. ;Competitive advantages & comparative advantages Businesses seek to compete by achieving

competitive advantage In business, a competitive advantage is an attribute that allows an organization to outperform its competitors. A competitive advantage may include access to natural resources, such as high-grade ores or a low-cost power source, highly skilled ...

s or

comparative advantage In an economic model, agents have a comparative advantage over others in producing a particular good if they can produce that good at a lower relative opportunity cost or autarky price, i.e. at a lower relative marginal cost prior to trade. C ...

s. Competitive advantages often focus on reducing costs through achieving one or more of the following:

Economies of scope Economies of scope are "efficiencies formed by variety, not volume" (the latter concept is "economies of scale"). In economics, "economies" is synonymous with cost savings and "scope" is synonymous with broadening production/services through div ...

;

Economies of scale In microeconomics, economies of scale are the cost advantages that enterprises obtain due to their scale of operation, and are typically measured by the amount of output produced per unit of time. A decrease in cost per unit of output enables ...

; Experience effects;

First-mover advantage In marketing strategy, first-mover advantage (FMA) is the competitive advantage gained by the initial ("first-moving") significant occupant of a market segment. First-mover advantage enables a company or firm to establish strong brand recognitio ...

s. Alternatively a business may seek to develop uniqueness through

product differentiation In economics and marketing, product differentiation (or simply differentiation) is the process of distinguishing a product or service from others to make it more attractive to a particular target market. This involves differentiating it from co ...

or developing unique competencies such as market sensing, rapid market response or delivering superior customer value. superior value. ;Competition:types Different types of competitive markets can be identified:

Duopoly A duopoly (from Greek δύο, ''duo'' "two" and πωλεῖν, ''polein'' "to sell") is a type of oligopoly where two firms have dominant or exclusive control over a market. It is the most commonly studied form of oligopoly due to its simplicit ...

;

Monopoly A monopoly (from Greek language, Greek el, μόνος, mónos, single, alone, label=none and el, πωλεῖν, pōleîn, to sell, label=none), as described by Irving Fisher, is a market with the "absence of competition", creating a situati ...

;

Monopolistic competition Monopolistic competition is a type of imperfect competition such that there are many producers competing against each other, but selling products that are differentiated from one another (e.g. by branding or quality) and hence are not perfec ...

;

Imperfect competition In economics, imperfect competition refers to a situation where the characteristics of an economic market do not fulfil all the necessary conditions of a perfectly competitive market. Imperfect competition will cause market inefficiency when it hap ...

;

Oligopoly An oligopoly (from Greek ὀλίγος, ''oligos'' "few" and πωλεῖν, ''polein'' "to sell") is a market structure in which a market or industry is dominated by a small number of large sellers or producers. Oligopolies often result f ...

;Demand Understanding

demand and supply In microeconomics, supply and demand is an economic model of price determination in a market. It postulates that, holding all else equal, in a competitive market, the unit price for a particular good, or other traded item such as labor or ...

is essential for determining market size and market potential as well as in the price-setting function. : The basic ''mechanics'' of

consumer demand In economics, demand is the quantity of a good that consumers are willing and able to purchase at various prices during a given time. The relationship between price and quantity demand is also called the demand curve. Demand for a specific item ...

include:

Demand curve In economics, a demand curve is a graph depicting the relationship between the price of a certain commodity (the ''y''-axis) and the quantity of that commodity that is demanded at that price (the ''x''-axis). Demand curves can be used either for ...

; Demand-led growth;

Demand response Demand response is a change in the power consumption of an electric utility customer to better match the demand for power with the supply. Until the 21st century decrease in the cost of pumped storage and batteries electric energy could not be ...

;

Law of demand In microeconomics, the law of demand is a fundamental principle which states that there is an inverse relationship between price and quantity demanded. In other words, "conditional on all else being equal, as the price of a good increases (↑), ...

;

Law of supply The law of supply is a fundamental principle of economic theory which states that, keeping other factors constant, an increase in price results in an increase in quantity supplied. In other words, there is a direct relationship between price and ...

;

Transaction costs In economics and related disciplines, a transaction cost is a cost in making any economic trade when participating in a market. Oliver E. Williamson defines transaction costs as the costs of running an economic system of companies, and unlike pro ...

. : Different ''types of demand'' functions include: Derived demand;

Inverse demand function In economics, an inverse demand function is the inverse function of a demand function. The inverse demand function views price as a function of quantity. Quantity demanded, ''Q'', is a function f (the demand function) of price; the inverse demand ...

. ;Economic systems In Western economies, the

capitalist economy Capitalism is an economic system based on the private ownership of the means of production and their operation for profit. Central characteristics of capitalism include capital accumulation, competitive markets, price system, private pr ...

dominates. However, other types of economic systems such as

economies and the

Sharing economy In capitalism, the sharing economy is a socio-economic system built around the sharing of resources. It often involves a way of purchasing goods and services that differs from the traditional business model of companies hiring employees to produce ...

can be identified. ;Markets * Market *

Monopsony In economics, a monopsony is a market structure in which a single buyer substantially controls the market as the major purchaser of goods and services offered by many would-be sellers. The microeconomic theory of monopsony assumes a single entity ...

Oligopsony An oligopsony (from Greek ὀλίγοι (''oligoi'') "few" and ὀψωνία (''opsōnia'') "purchase") is a market form in which the number of buyers is small while the number of sellers in theory could be large. This typically happens in a mark ...

;Value Value-in-ownership Value-in-use *

Marketing ethics Marketing ethics is an area of applied ethics which deals with the moral principles behind the operation and regulation of marketing. Some areas of marketing ethics (ethics of advertising and promotion) overlap with media and public relations eth ...

Switching

* Switching costs ** Switching barriers

Planning levels and planning tools

Planning levels

Marketing planning is just one facet of the overall company's planning.

Marketing plan A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well-written marketing plan so that goals may be achieved. While a marketing plan contains a list of actions, without a sound strategic founda ...

s must therefore take their guidance from the overall strategic plan or

business plan A business plan is a formal written document containing the goals of a business, the methods for attaining those goals, and the time-frame for the achievement of the goals. It also describes the nature of the business, background information on ...

. 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 Strategic planning is an organization's process of defining its strategy or direction, and making decisions on allocating its resources to attain strategic goals. It may also extend to control mechanisms for guiding the implementation of the s ...

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 Vision, Visions, or The Vision may refer to: Perception Optical perception * Visual perception, the sense of sight * Visual system, the physical mechanism of eyesight * Computer vision, a field dealing with how computers can be made to gain und ...

and

mission Mission (from Latin ''missio'' "the act of sending out") may refer to: Organised activities Religion *Christian mission, an organized effort to spread Christianity *Mission (LDS Church), an administrative area of The Church of Jesus Christ of ...

. The

Marketing strategy Marketing strategy allows organizations to focus limited resources on best opportunities to increase sales and achieve a competitive advantage in the market. Strategic marketing emerged in the 1970s/80s as a distinct field of study, further buil ...

is a plan that shows how the firm's marketing activities will help to achieve the overall strategic goals. :

Marketing management Marketing management is the organizational discipline which focuses on the practical application of marketing orientation, techniques and methods inside enterprises and organizations and on the management of a firm's marketing resources and ac ...

is focused on developing the marketing program or

Marketing mix The term "marketing mix" is a foundation model for businesses, historically centered around product, price, place, and promotion (also known as the "4 Ps"). The marketing mix has been defined as the "set of marketing tools that the firm uses to ...

(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.

Strategic planning tools and techniques

Strategic planning requires sophisticated research and analysis to document the firm's current situation as well as to identify opportunities with the potential to be developed.

Strategic research methods

Strategic research is primarily concerned with the identification of new business opportunities and threats, which derive from the external operating environment. Accordingly, strategic analysts rely less on traditional

market research Market research is an organized effort to gather information about target markets and customers: know about them, starting with who they are. It is an important component of business strategy and a major factor in maintaining competitiveness. Ma ...

methods. Instead, they use methods such as:

Environmental scanning Market environment and business environment are marketing terms that refer to factors and forces that affect a firm's ability to build and maintain successful customer relationships. The business environment has been defined as "the totality of p ...

; Marketing intelligence (also known as

competitive intelligence Competitive intelligence (CI) is the process and forward-looking practices used in producing knowledge about the competitive environment to improve organizational performance. It involves the systematic collection and analysis of information from ...

) and Futures research

Strategic analysis methods

Marketers draw on a very wide variety of techniques and tools when analyzing 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. Strategic analysts employ some 200 different quantitative and qualitative analytical techniques including: Brand Development Index (BDI); Category development index (CDI); Brand/ Category penetration;

Benchmarking Benchmarking is the practice of comparing business processes and performance metrics to industry bests and best practices from other companies. Dimensions typically measured are quality, time and cost. Benchmarking is used to measure performanc ...

; Blind spot analysis; Functional capability and resource analysis; Impact analysis; Counterfactual analysis; Demand analysis; Emerging Issues Analysis; Experience curve analysis; Gap analysis; impact analysis; se Analysis (also known as

Porter's five forces analysis Porter's Five Forces Framework is a method of analysing the operating environment of a competition of a business. It draws from industrial organization (IO) economics to derive five forces that determine the competitive intensity and, therefore, ...

); Management profiling;

Market segmentation In marketing, market segmentation is the process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers (known as ''segments'') based on some type of shared charact ...

analysis; Market share analysis;

Market Segmentation In marketing, market segmentation is the process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers (known as ''segments'') based on some type of shared charact ...

analysis;

Perceptual mapping Perceptual mapping or market mapping is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. The positioning of a brand is influenced by customer perceptions rather ...

;

PEST analysis In business analysis, PEST analysis ("political, economic, socio-cultural and technological") describes a framework of macro-environmental factors used in the environmental scanning component of strategic management. It is part of an external en ...

or its variants including PESTLE, STEEPLED and STEER; Portfolio analysis, such as BCG growth-share matrix or GE business screen matrix; Positioning analysis; Precursor Analysis or Evolutionary analysis; Product life cycle analysis and S-curve analysis (also known as technology life cycle or

hype cycle The Gartner hype cycle is a graphical presentation developed, used and branded by the American research, advisory and information technology firm Gartner to represent the maturity, adoption, and social application of specific technologies. The hy ...

analysis); Product evolutionary cycle analysis;

Scenario analysis Scenario planning, scenario thinking, scenario analysis, scenario prediction and the scenario method all describe a strategic planning method that some organizations use to make flexible long-term plans. It is in large part an adaptation and gener ...

; Segment Share Analysis;

Situation analysis In strategic management, situation analysis (or ''situational analysis'') refers to a collection of methods that managers use to analyze an organization's internal and external environment to understand the organization's capabilities, customers, ...

; Strategic Group Analysis;

SWOT analysis SWOT analysis (or SWOT matrix) is a strategic planning and strategic management technique used to help a person or organization identify Strengths, Weaknesses, Opportunities, and Threats related to business competition or project planning. It ...

;

Trend Analysis Trend analysis is the widespread practice of collecting information and attempting to spot a pattern. In some fields of study, the term has more formally defined meanings. Although trend analysis is often used to predict future events, it could be ...

;

Value chain A value chain is a progression of activities that a firm operating in a specific industry performs in order to deliver a valuable product (i.e., good and/or service) to the end customer. The concept comes through business management and was f ...

analysisAaker, D. A. and Mills, M. K. ''Strategic Market Management,'' Pacific Rim ed., Wiley, pp. 142–43; Porter, M.,''Competitive advantage: Creating and Sustaining Superior Performance,'' cited in Kotler. P., ''Marketing Management,'' 2000, p. 44

Marketing strategies

Barriers to entry In theories of competition in economics, a barrier to entry, or an economic barrier to entry, is a fixed cost that must be incurred by a new entrant, regardless of production or sales activities, into a market that incumbents do not have or ha ...

Barriers to exit In economics, barriers to exit are obstacles in the path of a firm that wants to leave a given market or industrial sector. These obstacles often have associated costs, prohibiting the firm from leaving the market. If the barriers of exit are sig ...

Market dominance strategies Market dominance describes when a firm can control markets. A dominant firm possesses the power to affect competition and influence market price. A firms' dominance is a measure of the power of a brand, product, service, or firm, relative to c ...

Porter's generic strategies Porter's generic strategies describe how a company pursues competitive advantage across its chosen market scope. There are three/four generic strategies, either lower cost, differentiated, or focus. A company chooses to pursue one of two types of ...

Cost leadership In business strategy, cost leadership is establishing a competitive advantage by having the lowest cost of operation in the industry. Cost leadership is often driven by company efficiency, size, scale, scope and cumulative experience ( learning cu ...

** Differentiation *

Mass customization In marketing, manufacturing, call centre operations, and management, mass customization makes use of flexible computer-aided systems to produce custom output. Such systems combine the low unit costs of mass production processes with the flexibili ...

* Mission-driven marketing

= Growth strategies

= : * Aggressiveness strategies * Ansoff Matrix (also known as the product/market growth matrix) **

Market development Market is a term used to describe concepts such as: *Market (economics), system in which parties engage in transactions according to supply and demand *Market economy *Marketplace, a physical marketplace or public market Geography * Märket, an ...

Market penetration Market penetration refers to the successful selling of a good or service in a specific market. It is measured by the amount of sales volume of an existing good or service compared to the total target market for that product or service. Market p ...

Product development In business and engineering, new product development (NPD) covers the complete process of bringing a new product to market, renewing an existing product or introducing a product in a new market. A central aspect of NPD is product design, along w ...

Diversification (marketing strategy) Diversification is a corporate strategy to enter into a new products or product lines, new services or new markets, involving substantially different skills, technology and knowledge. Diversification is one of the four main growth strategies defin ...

Growth platforms Growth platforms are specific initiatives selected by a business organization to increase their revenue and earnings growth. There are two types of growth platforms: strategic or tactical. Strategic growth platforms usually take from 3 to 6 years ...

Growth planning Growth planning is a strategic business activity that enables business owners to plan and track organic growth in their revenue. It allows businesses to allocate their limited resources toward a centered effort to adapt to changes in the industry dr ...

Horizontal integration Horizontal integration is the process of a company increasing production of goods or services at the same part of the supply chain. A company may do this via internal expansion, acquisition or merger. The process can lead to monopoly if a c ...

Innovation Innovation is the practical implementation of ideas that result in the introduction of new goods or services or improvement in offering goods or services. ISO TC 279 in the standard ISO 56000:2020 defines innovation as "a new or changed enti ...

Inorganic growth Inorganic growth is the rate of growth of business, sales expansion etc. by increasing output and business reach by acquiring new businesses by way of mergers, acquisitions and take-overs. This kind of growth also takes place due to government direc ...

Mergers and acquisitions Mergers and acquisitions (M&A) are business transactions in which the ownership of companies, other business organizations, or their operating units are transferred to or consolidated with another company or business organization. As an aspec ...

* *

Organic growth Organic business growth is related to the growth of natural systems and organisms, societies and economies, as a dynamic organizational process, that for business expansion is marked by increased output, customer base expansion, or new product devel ...

* Profit impact on marketing strategy *

Vertical integration In microeconomics, management and international political economy, vertical integration is a term that describes the arrangement in which the supply chain of a company is integrated and owned by that company. Usually each member of the suppl ...

Marketing warfare strategies

* Defensive strategy (marketing) * Guerrilla marketing warfare strategies **

Guerrilla marketing Guerrilla marketing is an advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a product or service. It is a type of publicity. The term was popularized by Jay Conrad Levinson's 1984 ...

(also known as

Attack marketing Also known as guerrilla marketing or ambush marketing, attack marketing is a form of marketing that incorporates a series of creative and strategic techniques used to build and maintain public awareness surrounding a person, place, product, or eve ...

)

Implementation and control

Implementations and control is an important feature of the planning process. From time to time, marketers will use appropriate measures of performance to gauge whether plans are achieving the desired results. If necessary, corrective action can be taken to get back on track.

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 Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...

) *

Business marketing Business marketing is a marketing practice of individuals or organizations (including commercial businesses, governments and institutions). It allows them to sell products or services to other companies or organizations that resell them, use them ...

; also known as

Business-to-business Business-to-business (B2B or, in some countries, BtoB) is a situation where one business makes a commercial transaction with another. This typically occurs when: * A business is sourcing materials for their production process for output (e.g., a ...

marketing and Industrial marketing (which also includes Business-to-government, 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) *

ing * 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 Outline of marketing#Branches of Marketing: Detailed topics, 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: Outline of marketing#Special applications of marketing and promotion, Special applications of marketing practice).

Marketing orientations

Marketing orientations are the philosophies or mindsets that guide and shape marketing planning and marketing practice. Some marketing historians believe that different History of marketing#Orientations or philosophies that inform marketing practice, 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: History of marketing#The marketing orientation, Marketing orientation) ** Marketing concept * Production orientation (also see sections: History of marketing#Production orientation, Production orientation or Marketing#Production orientation, Production orientation) *Sales orientation, Market-orientated; also known as the ''Selling orientation'' (also see sections: History of marketing#Selling orientation, Selling orientation or Marketing#Sales orientation, Sales orientation) * Socially responsible marketing, Societal marketing (also see section: History of marketing#The societal marketing concept, Societal marketing) **Sustainable market orientation **Corporate social responsibility * Relationship marketing, Relationship orientation (also see History of marketing#Relationship orientation, Relationship orientation section) ** Customer relationship management

The marketing management framework

Marketing planning or the process of developing a marketing program requires a detailed understanding of the marketing framework including Consumer behavior;

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 *Purchase funnel, Consumer purchase funnel *Customer engagement *Demographics *Demographic profile *Ethical consumerism *Lifestyle (sociology), Lifestyle

Consumer decision-making

The main steps in the consumer's purchase decision process are: Consumer behaviour#Problem recognition, Need or problem recognition → Consumer behaviour#Information search, Information search → Consumer behaviour#Evaluation of alternatives, Evaluation of alternatives → Consumer behaviour#Purchase decision, Product/Brand Choice → Consumer behaviour#Post-purchase evaluation, Post purchase evaluation *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 ::*Attitude (psychology), Attitudes; Beliefs; Demographics; Aspirational age; Aspirational Brand; Culture; Learning; Motivation; Opinion leadership, Opinion leaders; Risk perception and Loss aversion; Maslow's hierarchy of needs, Needs; Social class; Value (ethics), Values :External influences ::*Culture; Family; Reference groups; Subculture; Peer group; Pester power; Time marketing, 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 *Observational techniques **Eye tracking **Electroencephalograph **Functional magnetic resonance imaging *Ethnography, Ethnographic research *Neuromarketing *Focus group

Specific research tools and techniques

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

Scale/Questionnaire Design

*Questionnaire construction *Scale (social sciences), 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) *Marketing#market segmentation, Market segmentation (section) or Market analysis#market segmentation, Market segmentation or Positioning(marketing)#Segmentation, Market segmentation (section) *

*Mass marketing *Market segment *Microsegmenting, Microsegmention *Microsegment *Niche market *Personalized marketing, 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 market segments, 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

*Positioning (marketing)#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 specifically. Popular geo-demographic segmentation databases include: * Acorn (demographics), Acorn (UK) * Claritas Prizm (US) * Experian (Europe, US) * Mosaic (geodemography), Mosaic (Asia-Pacific) Popular psychometric tools include: * Roy Morgan Research (Asia Pacific) * VALS (US) * Values Modes

Statistical techniques used in segmentation analysis

* Artificial neural network, Neural Networks * CHAID (Chi-square Automatic Interaction Detector) * Canonical Analysis * Choice Modelling * Cluster analysis * Conjoint analysis (in marketing), Conjoint analysis * Cross tab * Discriminant analysis (in marketing), Discriminant analysis * Factor analysis * Intent scale translation * K-means * Latent class model, Latent Class Analysis * Logit analysis (in marketing), Logit analysis * Multi dimensional scaling (in marketing), Multi dimensional scaling * Preference-rank translation * Preference regression (in marketing), Preference regression * random forest, Random Forests * Structural Equation Modeling

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.

Product

*Badge engineering *Cannibalization (marketing) *Euro Car Segment *Market cannibalism *Market segmentation index *Positioning (marketing) *Packaging and labeling **List of food labeling regulations, Food labelling regulations **Labelling **Country of origin **Reusable packaging **Seasonal packaging **Wine label *Premium segment, 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 *Whole-life cost, Life cycle cost analysis *Planned obsolescence (business), Planned obsolescence *Product line *Product proliferation *Whole product *Project portfolio management, Product portfolio ** B.C.G. Analysis ** G.E. Multi Factoral analysis *Contribution margin analysis *Product bundling *

New product development (NPD)

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: :Creativity, Idea generation (or Ideation (creative process)) →Concept screening→ Concept testing → Business analysis → Design, Product development → Test market, 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

, 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; User innovation, 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 (business), 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

*Promotional merchandise, Branding (Promotional) *Brand management, 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 *Product naming, Brand naming *Brand orientation *Brand preference *Brand relationship *Brand strength analysis *Brand tribalism *Challenger brand *Consumer switching, Brand switching *Corporate identity *Corporate branding *Cult brand *Generic brand *Hallmarks **Silver hallmarks *List of fictional brands *List of renamed products, 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 (business), 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 barriers, Switching costs *Target pricing *Transfer pricing *Pricing science *Price override *Unit price

Pricing strategies

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

Pricing tactics

*Base point pricing *Cost the limit of price *Bait-and-switch, Bait pricing *Break-even (economics) *Congestion pricing *Contingency pricing *Closeout (sale), Clearance sale *Discounts and allowances *Drip pricing *Dumping (pricing policy) *Everyday low price *Fire sale *Geographical pricing, Geographic pricing *High–low pricing *Loss leader *Parity pricing: **Export parity price **Import parity price *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, Geographical pricing and price zoning *Value pricing or Value-based purchasing *Price skimming *Odd price *Sliding scale fees *Two part tariff *Variable pricing, Variable pricing and real-time pricing *Penetration pricing *Variable pricing *Willingness to pay *Yield management

Place (distribution)

* Direct marketing * Database marketing * Direct marketing association, Direct Marketing Association * Drop shipping * Jobber (merchandising) ***Jobber (fuel), 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, Large Group Awareness Training (LGAT) ** Salesman * Supply chain ** Supply chain management * Wholesale ** Wholesaler *

* 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#Marketing communications, Marketing communications (section) *Advertising agency, Advertising agency or marketing communications agency *Cross-promotion *Communication planning *Co-promotion *Internal communications, Internal marketing *Influencer marketing *Positioning (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, Augmented reality advertising *Commercial skipping *Consumer-generated advertising *Digital marketing *Effective frequency *History of advertising *Immersive advertising *Infomercial *In-game advertising *Innovid, Innovation *Interactive advertising *Native advertising *Inattentional blindness, Perceptual blindness *Persona (user experience), 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) *Positioning (marketing)#Elaboration likelihood model (ELM), Elaboration likelihood model (section)

=Advertising research

= *Media context studies (Advertising research), Advertising research (Article with a media focus) *Ad tracking *AttentionTracking *Copy testing *Eye tracking

=Advertising Media

= *Audience measurement *Advertising board *Advertising postcard *Movie theater, 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 **Audience measurement, Television ratings

=Award-winning advertising campaigns

= *Share a Coke *I'd Like to Teach the World to Sing (In Perfect Harmony), 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 * 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, Click through rate (CTR), Cost Per Action, cost per action (CPA), Cost Per Click, cost per click (CPC), Cost Per Impression, cost per impression (CPI), Cost Per Mille, cost per mille (CPM), effective Cost Per Mille, 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 *Email production *Telemarketing *Specialty catalogs

Personal selling

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

Sales promotion

*Gimmick *Merchandising *Promotional merchandise, Branding (Promotional) *Promotional campaign *Point of sale *Point of sale display

Public relations

*Marketing buzz, Buzz marketing **Buzz monitoring *Corporate image *Corporate communications **Cause marketing *Content marketing *Doing a Ratner *Event-driven marketing, 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 services marketing, marketing of services, ideas and Customer experience management, 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 *Dramaturgy (sociology), Dramaturgical perspective *Personnel *Pink-collar worker * Customer interface * CEM integration * CEM organization *Role theory *Behavioral script, 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 * Advertising management#Measuring advertising 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 * Physical attractiveness, 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 message, Subliminal advertising * Subvertising

Branches of Marketing: Detailed topics

Business Marketing

*Affiliate marketing *Affinity marketing *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 strategy, 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 (economics), Service * Service blueprint * Borderless Selling * Quality (business), 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 *Life-cycle assessment, 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-commerce, 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 * Costermonger * Hawker (trade) * Huckster *

* Peddler *

Types of retail outlet and shopping precincts

*Shopping mall, Arcade *Automated retail *Bazaar **Bedesten **Haat bazaar **Meena Bazaar **Landa bazaar **Saddar Bazaar *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 (place), Market **Wet market **Pasar malam **Pasar pagi *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 to children, Advertising and marketing to children *Adolescents and food marketing *Agricultural marketing *Agricultural value chain *Alcohol advertising *Business-to-government, Business-to-government marketing *Cause marketing *Cross merchandising *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 marketing, Local store or neighbourhood marketing *Megamarketing *Marketing of Halo 3 *Movement marketing *Pharmaceutical marketing *Campaign advertising, Political advertising campaign *Shrimp marketing *Sports marketing *Tobacco advertising *Tourist attractions *Wholesale marketing of food

History

* Advertising#History, History of advertising (section) * History of advertising (main page) * History of advertising in Britain article * Brand#History of branding, History of branding (section) * Brand management#History, History of brand management (section) * Marketing Research#History, History of marketing research (section) * Market segmentation#Market segmentation: Brief historical overview, History of market segmentation (section) * Promotional merchandise#History, History of promotional merchandise (section) * Retail#History, History of retail (section) * Merchant#history, History of merchants (section) * Market (place)#History, History of the market place (section) * Positioning (marketing)#Origins, Origins of the positioning concept (section) * Consumer behaviour#Origins of consumer behaviour, Origins of consumer behaviour (section)

Influential marketing thinkers

* Wroe Alderson (1898-1965) - proponent of marketing science; instrumental in developing the functional school of marketing and in the managerial approach to 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, N.W. Ayer - probably the first advertiser to use mass media (i.e. telegraph) in a promotional campaign and early proponent of media scheduling * Leonard Berry (professor) (1942- ) - author and educator with strong interest in health marketing and relationship marketing * Neil H. Borden (1922-1962) - coined the term, 'marketing mix'; former President of the American Marketing Association * Clayton Christensen - educator, author and consultant, published in the areas of innovation and entrepreneurship * George S. Day - author and educator; has published in the area of strategic marketing * Ernest Dichter (1907-1991) - market researcher, consumer behaviourist, pioneer of motivational research methods * Andrew S. C. Ehrenberg (1926-2010) - made contributions to the methodology of data collection, analysis and presentation, and an 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 (1927-2012) - 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 (1939- ) -former editor of the ''Journal of Marketing'' and organisational theorist noted for his contributions to Resource-based view, RA theory * John E. Jeuck (1916-2009) - early marketing educator * Philip Kotler (1931-) - popularised the managerial approach to marketing; prolific author * E. St. Elmo Lewis (1872–1948) - developed the AIDA (marketing), 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, Marketing Myopia" * E. Jerome McCarthy - popularised the managerial approach to marketing; developed the concept of the 4Ps (i.e. the 'marketing mix' or marketing program) * Arthur Nielsen (1897–1980) - early market researcher; pioneered methods for estimating radio and TV audiences and ratings * David Ogilvy (businessman), David Ogilvy (1911-1999)- advertising guru, early pioneer of the market positioning concept * 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 (1910-1984)- advertising guru; advocate of frequency in media schedules * 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 educator; published in the area of marketing history * James Walter Thompson (1847-1928) - founded one of the earliest modern advertising agencies, J Walter Thompson; a very early proponent of using brand image in advertising * Jack Trout - together with Al Ries, popularised the positioning concept * Don E. Schultz - father of 'integrated marketing communications' (IMC) * Stephen Vargo- together with R.F. Lusch developed the Service-dominant logic 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 (1883–1979) - psychologist and marketing researcher, 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 research 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 (British 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 Western Australia * 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, Milwaukee, Wisconsin

Lists and outlines

* Outline of business management * Outline of economics * Outline of commercial law * Outline of production * List of abbreviations for market segments * List of department stores * Advertising management#Influential thinkers in advertising and advertising research, List of influential advertising theorists * Personal selling#Influential salesmen and sales 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#History of marketing thought, 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 *Pharmaceutical Marketing and Management, Bachelor of Pharmaceutical Marketing and Management Philadelphia College of Pharmacy and Science

References

External links

Marketing dictionary
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