Study and learn Marketing. Methods, models and theories (A-Z)


10 Commandments for Media Consumers Hamerlink

3C's Model Ohmae

4C Marketing Mix for the Digital Economy Kotler

4 P's of Persuasion

4S Web Marketing Mix Constantinides

4 Types of Consumer Buying Behavior Assael

5 A's of a Customer Path Kotler

5 C's of Marketing Strategy

5 C's of Sales Management

5-Minute Presentation

5M's of Advertising

6 Attributes of Human_Centric Brands Kotler

7 Ps Booms Bitner

7 Steps of the Selling Process

8 Hidden Needs Packhard

Abductive Reasoning Pierce

A/B Testing

Account Management

Activity Based Costing ABC ABM

ADL Matrix Arthur D. Little


Advertising Budget

Affiliate Marketing

Agenda Setting Theory McCobs Shaw



Ambient Advertising

Analytical CRM

ARIMA Box and Jenkins

Artificial Intelligence in Marketing

Assortment Planning

Attention Model McQuail

Attribution Theory Heider

Audio Branding

B2B Marketing

B2B Products/Services

B2B Segmentation

Bait and Switch Joule

Balance Theory Heider

Bandwagon Effect Bias

Barriers to Entry

Bass Diffusion Model Bass

BCG Matrix

Behavioral Segmentation


Blue Ocean Strategy Kim

Bottom of the Pyramid Prahalad

BPR Hammer Champy

Brand Advocacy Ratio (BAR)

Brand Asset Valuator

Branded House

Brand Equity

Brand Identity Prism Kapferer

Brand Loyalty

Brand Management

Brand Personality Aaker

Brand Portfolio Strategy

Brand Recognition

Brand Roles

Brand Switching


Break-even Point

Breakaway Positioning Moon

Bricks and Clicks

Bundle Pricing

Business Analytics

Business Assessment Array

Business Incubator

Business Intelligence

Business Interruption Insurance

Business Process Reengineering Hammer Champy


CBBE Model Keller

Channel Conflicts

Channel Management

Chief Operating Officer

Clicks and Mortar

COBRA Approach

Co-Creation Prahalad Ramaswamy

Cognitive Dissonance Festinger



Competitive Advantage framework Porter

Competitive Environment

Competitive Intelligence

Competitive Position

Competitive Pricing

Concentrated Marketing

Concentration Strategy

Concept Statement

Congruity Theory Osgood Tannebaum

Consumer Buying Behavior Assael

Consumer Decision Journey McKinsey


Consumption Behavior

Content Marketing

Contribution Pricing

Co-opetition Brandenburger

Core Competence Hamel Prahalad

Corporate Reputation Quotient Harris-Fombrun

Corporate Responsibility

Cost Leadership Porter

Cost-plus Pricing

Crisis Management


Cross-Functional Team


Cultivation Theory Gerbner

Cultural Dimensions Hofstede

Curveball Strategy

Customer Based Brand Equity Model Keller

Customer Experience Management Schmitt

Customer Journey

Customer Loyalty

Customer Path

Customer Profitability Analysis

Customer Relationship Management

Customer Reviews, Handling Online

Customer Satisfaction Model Kano

Customer Utility

Customer Value

Customer Value Chain

Customer Variability

Customized pricing

Database Marketing

Data-driven Marketing

Decoy Effect

Defensive Marketing

Demand Pricing

Dependency Theory Ball-Rokeach DeFleur

Design for Lifetime

Design Thinking

Differentiated Marketing

Differentiated Pricing

Direct Distribution

Direct Marketing

Direct Response Marketing

Discount Pricing

Discriminatory Pricing

Disruptive Innovation Christensen

Distinctive Capabilities Kay

Door in the Face Cialdini


Dynamic Pricing

Dynamic Regression



Empathy Map

Endorsed Branding

Environmental Insurance

Event Marketing

Exclusive Distribution

Exploratory Factor Analysis

Exponential Smoothing

Extended Marketing Mix 7P's

Feasibility Study

Fighter Brand

First-mover Advantage

Five Forces Porter

Five W's Laswell

Flanker Brand

Focus Group Merton

Foot in the Door Freedman Fraser

Forced Compliance Zimbardo

Framing Tversky


Functional Team

GE Business Screen

Genchi Gembatsu

Generation Z, Marketing to

Geographical Pricing

Green Marketing



Groupthink Janis

Growth Share Matrix BCG

Halo Effect

Hierarchy of Needs Maslow

Holistic Marketing

Horizontal Agreement

Hospitality Management


House of Brands

Hypodermic Needle Theory

Impression Management Goffman

Income Effect

Indirect Distribution

Industrial Segmentation

Industry Attractiveness

Industry Change McGahan

Industry Life Cycle

Inferior Goods

Influencer Marketing


Innovation Adoption Curve Rogers

Integrative Thinking

Interbrand Brand Valuation

Internet Reputation


Jobs to be Done

Key Account Management

Lead Generation

Limited Effects Theory Lazarsfeld

Low Ball Technique Cacioppo

Loyalty Program

Management Metaphors

Marginal Cost Pricing

Marketing Alliance

Marketing Communications Mix

Marketing Mix 4P's 5P's McCarthy

Marketing Plan

Marketing Research

Market Segmentation

Market Targeting

Mass Communication Theories

Mass Customization

McKinsey Matrix

Mental Accounting

Merchandise Mix

Merchandise Planning


Microfinance Channel

Mirroring and Matching

Multi-Brand Strategy

Multi Channel Marketing

Multitasking Consumer

Negative Advertising

Niche Marketing

Nielsen Ratings

Non-Governmental Organization



One-to-one Marketing

Online Corporate Reputation

Operational CRM

Operations Research

Opinion Leader

Optional Feature Pricing

Pareto Principle Juran

PARTS Brandenburger

Penetration Pricing

Perceived Value Pricing

Perceptional Map

Permission Marketing Godin

Personalized Ads

Personalized Pricing

Personnel Marketing

Persuasion Knowledge Model

Persuasion Techniques

Persuasion Theory

PEST Analysis

Physical Evidence

Planned Obsolescence

Play Theory of Mass Communication Stephenson

Points of Difference

Points of Parity

Portfolio Analysis

Positioning Trout

Pressure Group

Price Adaptation

Price Elasticity

Price Lining

Price Premium Method

Price Sensitivity

Price Setting

Price Skimming



Product Assortiment

Product Hierarchy

Product Levels Kotler

Product Life Cycle Levitt

Product Line Pricing

Product Management

Product/Market Grid Ansoff

Product Mix

Product Portfolio

Professional Networking

Profit Pools Gadiesh, Gilbert

Promotional Pricing

Promotion Mix

Psychological Pricing

Public Relations

Purchase Action Ratio Kotler

Quality Function Deployment Akao

Questionnaire for Market Research

Red Thread Tool

Regional Marketing

Regression Analysis

Relational Capital

Relationship Marketing Levitt

Relative Value of Growth Mass

Retail (Marketing) Mix

Return on Marketing Investment

Reverse Positioning Moon

Rule of Three Sheth

Sales Management

Sales Process, 7 Steps


Say's Law

Scarcity Marketing

Scenario Planning



Second-mover Strategy

Selective Distribution

Search Engine Optimization

Service-Dominant Logic

Service-Profit Chain

Selling Process, 7 Steps

Add a method / model


Shopping Cart, Abandonment

Silver Bullet Brand

Simulation modeling

Sleeper Effect Hovland

Social Judgment Theory Sherif

Social Marketing

Social Networks Influence

Social Proof

SOFT Model Humphrey

SOSTAC Model Smith

Split Testing

Stage-Gate Cooper

Stakeholder Value Perspective

Standard Cost Pricing

Stealth Positioning Moon


Strategic Marketing

Strategic Synergy

Strategic Triangle Ohmae

Strategic Window



Subliminal Advertizing

Substitution Effect

Supporting Brand

SWOT Analysis


Target Marketing

Target Pricing

TDC Matrix Internet


Theory of Constraints Goldratt

Theory of Planned Behavior Ajzen

Theory of Reasoned Action Ajzen Fishbein

Three Dimensional Business Definition Abell

Tie-in Marketing

Time to Market

Total Cost of Ownership

Tourism Marketing

Trade Marketing Mix

Trajectories of Industry Change McGahan

Twelve Principles of the Network Economy Kelly

Two Step Flow Model Lazarsfeld Katz

Types of Consumer Buying Behavior Assael

Unaided Recall



Undifferentiated Marketing

Unique Selling Proposition


Uses and Gratifications Theory Blumler Katz

Validity Effect

Value Based Management

Value Chain Porter

Value Disciplines Treacy Wiersema

Value Net Brandenburger

Value Profit Chain Heskett

Value Proposition

Values and Lifestyles

Value Stream Mapping

Vertical Agreement

Video Marketing

Virtual Business

Wheel of Consumer Analysis Peter Olson

Word of Mouth Marketing

Yield Management



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