WHAT’S IN

Account based marketing: see Account management

AAR model

Account management

Advertising

AIDA

Ansoff and his matrix

Audit (The market audit)

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

Behavioural insights for marketing

Bellwether markets: see Diffusion of innovation

Blueprinting

Boston Matrix

Brands

Business-to-business marketing

Brand valuation: see Brand

Buyer behaviour: see Consumer behaviour or Organizational buying behaviour

Buzz: see Viral marketing

Campaign: see Marketing communication

Category management

Celebrity endorsement

Customer experience management: see Service quality

Channels of distribution

Channel strategy: see Channels of distribution

Closing techniques

Cognitive dissonance: see Behavioural aspects of marketing

Collateral; see Packaging

Co-creation of products and services: see Innovation management

Conjoint research: see Research

Communication: see Marketing communication

Competitive strategy

Concept testing: see Research

Conjoint research: see Research

Consumer behaviour

Contact audit

CRM: see Loyalty

CSR, Corporate social responsibility

Customer experience management: see Service quality

Customer journey: see Blueprinting and Service quality

Customer Value: see Value propositions

Cultural variations

Decision-making unit (DMU)

Differentiation

Diffusion of innovations

Digital marketing

Direct marketing

Directional policy matrix

Entertaining customers: see Hospitality

Event marketing: see Sponsorship

Experience curves: see Boston Matrix

Features analysis

Four Ps: see Marketing mix

Gap Model

GE/McKinsey matrix: see Directional policy matrix

Globalization of markets

Growth/share matrix: see Boston Matrix

Hospitality and customer entertainment

IMC: see Marketing communication

Innovation management

Intangibility: see Services marketing

Integrated marketing communication: see Marketing communication

Internal marketing

International Marketing

Latent markets: see Market maturity

Lifetime value: see Relationship marketing, Loyalty, and Service quality

Loyalty

Market audit: see Audit

Market definition

Market maturity

Market myopia: see Market definition

Market share

Marketing communication

Marketing concept

Marketing management

Marketing measurement

Marketing mix

Marketing plans and planning

Marketing strategy

Mass customization: see Relationship marketing

Mavens: see Diffusion of innovations, Viral marketing.

Maslow’s hierarchy of needs: see Behavioural aspects of marketing

Media: see Marketing communication

Micro marketing: see Category management

Molecular modelling

Network marketing: see Relationship marketing, Viral marketing

NPD/NSD (New product design/New service design)

Organizational buying behaviour

Organizational competence in marketing

Packaging

Perceptual maps: see Positioning

PEST: see Market audit

Pestel: see Market audit

Pipeline management

PLC: see Product life cycle

Porter’s competitive forces

Portfolio analysis and managment

Positioning

Post purchase distress

Pricing

Prospects: see Pipeline management

Product life cycle (PLC)

Public Relations (PR)

Relationship marketing (RM)

Repositioning

Research

Sales and selling

Scenario planning

Sector marketing

Segmentation

Service quality

Services marketing

Seven Ps: see Marketing mix and Services marketing

Solutions marketing

Sponsorship

STP: see Positioning

Thought leadership

Value propositions

Viral marketing

WHAT’S NOT

Beak even analysis: a financial method of estimating when a business initiative might return more to the company than its costs.

Belbin’s team roles: (but see Marketing management). A method of identifying the way individuals behave in teams.

Brand valuation techniques: (but see Brand).

Business process re-engineering: (but see Thought leadership). A rather faddish idea which argued for the re-configuration of operational processes.

Business vision: a method of setting the strategic intent of a company.

Core competence: a corporate strategy and operational concept which encourages executives to focus on what their organization excels at.

Corporate strategy: Method of setting direction for the entire firm. Needs to inter-relate with market analysis and marketing strategy.

Customer journey: (but see Service quality). A service quality concept, popular in financial services companies, which focuses attention on customers’ experiences.

Critical success factors: (but see Competitive strategy). A method of identifying important competitive issues that executives should focus on.

Discounted cash flow analysis (DCF): an accounting technique to determine payback on an investment and to decide between alternative uses of capital.

Economies of scale (but see Boston Matrix).

Learning curves (but see Boston Matrix).

Mission statement: A method of setting strategic intent of a company.

Myers Briggs: (but see Marketing management). A respected method of identifying personality traits.

Net promoter: (but see loyalty and service quality). A new approach to the measurement of reputation and service quality, relatively unsubstantiated at the time of writing.

O&M: a rather outdated process design approach (but see blueprinting).

Pareto (but see Account management).

Project management: (but see Marketing management) a well developed method of organizing activities in a one-off management task.

Proprietary tools: there are many good methods and techniques which have been developed by agencies and suppliers and are sold to marketers. This book has omitted the more modern of them because it is difficult to assess how far they are generically applicable.

Return on investment: an accounting term used to understand the returns a business might get from an investment, and used very sloppily by marketers to chat about the value of their activities to their boss.

Shareholder value: a slightly faddish concept pushed by some accountants and economists which is supposed to link the managerial levers of a business to the return to investors. Very suspect because there are so many different variables which affect the value of shares.

Six sigma: (but see Service quality) A newish framework for managing improvements in quality.

Strategic business units (SBUs)

SWOT: a generic, well known management concept to summarize competitive issues.

Total Quality Management (TQM): (but see Service quality). A specific approach to quality management. Some marketing specialists tried to ride the publicity wave associated with this by trying to introduce improvements to marketing management under the term “Total Quality Marketing”. The latter had some merit but appears a little faddish at the time of writing.

Value-based marketing: a rather dubious attempt to attract the attention of senior executives to marketing by connecting the function with the shareholder value fad; unsubstantiated at the time of writing.

Value chain analysis: (but see Competitive strategy). A corporate strategy technique identifying important and unimportant activities in a firm’s processes.