Table of Contents

Cover

Title page

Copyright page

DEDICATION

PREFACE

THE BLIND MEN AND AN ELEPHANT

WHAT’S IN AND WHAT’S NOT

THE RATINGS

A

AAR MODEL

ACCOUNT MANAGEMENT

ADVERTISING

“AIDA”

ANSOFF AND HIS MATRIX

AUDIT (THE MARKET AUDIT)

B

BEHAVIOURAL INSIGHTS FOR MARKETING

BLUEPRINTING

BOSTON MATRIX

BRANDS

BUSINESS-TO-BUSINESS MARKETING

C

CATEGORY MANAGEMENT

CELEBRITY ENDORSEMENT

CHANNELS OF DISTRIBUTION

CLOSING TECHNIQUES

COMPETITIVE STRATEGY

CONSUMER BEHAVIOUR

CONTACT AUDIT

CORPORATE SOCIAL RESPONSIBILITY (CSR)

CULTURAL VARIATIONS

D

DECISION-MAKING UNIT (DMU)

DIFFERENTIATION

DIFFUSION OF INNOVATIONS

DIGITAL MARKETING

DIRECT MARKETING

DIRECTIONAL POLICY MATRIX

F

FEATURES ANALYSIS

G

GAP MODEL

GLOBALIZATION OF MARKETS

H

HOSPITALITY AND CUSTOMER ENTERTAINMENT

I

INNOVATION MANAGEMENT

INTERNAL MARKETING

INTERNATIONAL MARKETING

L

LOYALTY

M

MARKET DEFINITION

MARKET MATURITY

MARKET SHARE

MARKETING COMMUNICATION

MARKETING CONCEPT

MARKETING MANAGEMENT

MARKETING MEASUREMENT

MARKETING MIX

MARKETING PLANS AND PLANNING

MARKETING STRATEGY

MOLECULAR MODELLING

N

NEW PRODUCT DESIGN/NEW SERVICE DESIGN (NPD/NSD)

O

ORGANIZATIONAL BUYING BEHAVIOUR

ORGANIZATIONAL COMPETENCE IN MARKETING

P

PACKAGING

PIPELINE MANAGEMENT

PORTER’S COMPETITIVE FORCES

PORTFOLIO ANALYSIS AND MANAGEMENT

POSITIONING

POST PURCHASE DISTRESS

PRICING

PRODUCT LIFE CYCLE (PLC)

PUBLIC RELATIONS (PR)

R

RELATIONSHIP MARKETING (RM)

REPOSITIONING

RESEARCH

S

SALES AND SELLING

SCENARIO PLANNING

SECTOR MARKETING

SEGMENTATION

SERVICE QUALITY

SERVICES MARKETING

SOLUTIONS MARKETING

SPONSORSHIP

T

THOUGHT LEADERSHIP

V

VALUE PROPOSITIONS

VIRAL MARKETING (BUZZ)

IN CONCLUSION

THE SOURCE OF MARKETING CONCEPTS

HISTORICAL CONTEXT MATTERS

THE USEFULNESS OF ACADEMIC WORK ON MARKETING

EMERGING IDEAS AND PROPRIETARY TOOLS

THE BEST AND WORST TECHNIQUES

REFERENCES

Index