Marketing refers to 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. The following outline provides an overview and topical guide to the subject:
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), the government, not-for-profit organizations (NFP) or some combination of any of these.
Actors and relationships
At the center of the marketing framework lies the relationship between the consumer and the organization with the implication that marketers must manage the way the organization presents its public face.
Consumer: Typically, the consumer refers to the end-user, but this may be an individual or group such as a household, family unit or organization. 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.
Organization: may be represented by many different actors, including various sales personnel: agent, broker, sales representative, merchant, retailer, street vendor or vendor.
Selling situations: 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 to long-term, enduring customer relationships.
Consumers
Customer 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, emotional bonding).
A want is a desire, wish or aspiration; when needs or wants are backed by purchasing power, they have the potential to become demands.
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 exchange may involve barter, contra dealing or other forms of trade. The object of exchange can include: goods, services or experiences, concepts or ideas, and causes, and may even involve celebrity marketing.
Perception of value
Traditional thinking around the concept of value was that marketers created value through innovation, product design and manufacture, and that utility was embedded in products or services offered for sale. In this type of thinking, a marketer's objective was to communicate a value proposition 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.
Economic concepts
Given that marketing has its roots in economics, it shares many foundation concepts with the discipline. Most practicing marketers will have a working knowledge of basic economic concepts and theories.
Competitive and comparative advantages
Businesses seek to compete by achieving competitive advantages or comparative advantages. Competitive advantages often focus on reducing costs through achieving one or more of the following: economies of scope, economies of scale, experience effects and first-mover advantages. Alternatively, a business may seek to develop uniqueness through product differentiation or developing unique competencies such as market sensing, rapid market response or delivering superior customer value.
Competition types
Different types of competitive markets can be identified: duopoly, monopoly, monopolistic competition, imperfect competition, and oligopoly.
Demand
Understanding demand and supply is essential for determining market size and market potential as well as in the price-setting function.
The basic mechanics of consumer demand include: demand curve, demand-led growth, demand response, law of demand, law of supply and transaction costs.
Different types of demand functions include: derived demand and inverse demand function.
Economic systems
In Western economies, the capitalist economy dominates. However, other types of economic systems such as barter economies and the sharing economy can be identified.
Markets
Market
Monopsony
Oligopsony
Value
Value-in-ownership
Value-in-use
Marketing ethics
Switching
Switching costs
Switching barriers
Planning
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 (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 or marketing mix (also known as the 4Ps) is focused on developing the marketing program 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.
Planning tools
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.
Planning 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 methods. Instead, they use methods such as environmental scanning, marketing intelligence (also known as competitive intelligence) and futures research.
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, blind spot analysis, functional capability and resource analysis, impact analysis, counterfactual analysis, demand analysis, emerging issues analysis, experience curve analysis, gap analysis, se analysis (also known as Porter's five forces analysis), management profiling, market segmentation analysis, market share analysis, perceptual mapping, PEST analysis 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 analysis), product evolutionary cycle analysis, scenario analysis, segment share analysis, situation analysis, strategic group analysis, SWOT analysis, trend analysis and value chain analysis.
Marketing strategies
Barriers to entry
Barriers to exit
Market dominance strategies
Mass customization
Mission-driven marketing
Porter's generic strategies
Cost leadership
Differentiation
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
Organic growth
Profit impact on marketing strategy
Vertical integration
Marketing warfare strategies
Defensive strategy (marketing)
Guerrilla marketing warfare strategies
Guerrilla marketing (also known as Attack marketing)
Implementation and control
Implementations and control are important features 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.
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: Production orientation or Production orientation)
Market-orientated, 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
Management framework
Marketing planning 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
Consumer socialization
Consumer switching
Customer engagement
Customer knowledge
Demographics
Demographic profile
Ethical consumerism
Lifestyle
Consumer purchase funnel
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 evaluation. See the following pages for more information on consumer decision-making:
AIDA (marketing)
Brand awareness
Choice modelling
Consumer confusion
Decoy effect
Impulse purchases
Prospect theory
Window shopping
Influences
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 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 methods
Experimental techniques
Exploratory research
Online panels
Questionnaire construction
Quantitative research
Statistical survey
Survey methodology
Qualitative methods
Computer-assisted qualitative data analysis software
Ethnographic research
Focus group
Neuromarketing
Observational techniques
Eye tracking
Electroencephalograph
Functional magnetic resonance imaging
Tools and techniques
Advertising research
Ad tracking
Measuring advertising effectiveness
Concept testing
Awareness research
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
Nominal group technique
Psychometrics
Innovation game
Service quality research
Scale/questionnaire design
Questionnaire construction
Scales
Likert scale
Semantic differential
Sampling
Cluster sampling
Multistage sampling
Nonprobability sampling
Simple random sampling
Statistical surveys
Stratified sampling
Systematic sampling
Market segmentation and targeting
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
Microsegmention
Microsegment
Niche market
Hypersegmentation or one-to-one marketing
Precision marketing
Sub-niche market
Specific segmenting approaches
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
Business or industrial markets
The main bases for segmenting business or industrial markets include:
Industrial market segmentation
Firmographics
Industry classification
Market segment size
Bass diffusion model
Serviceable available market
Total addressable market
Targeting
Targeting
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
Segmentation tools
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 (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
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 regression
Random Forests
Structural Equation Modeling
Marketing mix
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
Food labelling regulations
Labelling
Country of origin
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
Development of new products
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) → Concept screening→ Concept testing → Business analysis → Product development → Market testing → Commercialization
It may also include a soft launch.
The NPD process can be applied to:
Products: new product development and design
Services: service innovation and service design
Environmental goods or services: eco-innovation, ecodesign and 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.
Innovation types
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 marketplace 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
Diffusion of innovations
Early adopter
Hype cycle
Technology acceptance model
Technology adoption life cycle
Technology life cycle
Quality function deployment
Crossing the Chasm
Legal protections
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
Brand switching
Challenger brand
Corporate identity
Corporate branding
Cult brand
Disruptor 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:
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 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
Direct marketing
Database marketing
Direct Marketing Association
Drop shipping
Jobber (merchandising)
Fuel jobber
Rack Jobber
Jobbing house
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
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
Promotional elements
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
Frequency (marketing)
History of advertising
Immersive advertising
Infomercial
In-game advertising
Innovation
Interactive advertising
Native advertising
Perceptual blindness
Persona
Shock advertising
Storyboard
Targeted advertising
Target audience
Television commercial
Reach (advertising)
View-through rate
Advertising models
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
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
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
Email production
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
Frequency (marketing)#Effective frequency
Mind share
Reach (advertising)
Share of voice
Share of wallet
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 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:
Performance measures
Market share
Market share analysis
Market value
Market power
Marketing Effectiveness
Return on marketing investment (ROMI)
Share of wallet
Advertising effectiveness measures
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
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
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:
Business marketing, also known as business-to-business marketing and industrial marketing (which also includes business-to-government marketing)
Consumer marketing (general marketing)
Environmental marketing, also known as green marketing
International marketing, also known as global marketing
Relationship marketing
Retailing
Services marketing, which includes not-for-profit marketing and destination marketing
Social marketing, which includes cause-related marketing
Rental
Auction
Bidding
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.
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 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
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
Costermonger
Hawker (trade)
Huckster
Merchant
Peddler
Street vendor
Retail outlets
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
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
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
Local store or neighbourhood marketing
Megamarketing
Marketing of Halo 3
Movement marketing
Pharmaceutical marketing
Political advertising campaign
Shrimp marketing
Sports marketing
Tobacco advertising
Tourist attractions
Wholesale marketing of food
History
History of marketing
History of advertising
History of advertising
History of advertising in Britain
History of branding
History of brand management
History of marketing research
History of market segmentation
History of promotional merchandise
History of retail
History of merchants
History of the market place
Origins of the positioning concept
Origins of consumer behaviour
Influential 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 – 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) – an 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 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 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 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 (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
Ad Age
Adweek
Brandweek
International Journal of Bank Marketing
Journal of Personal Selling & Sales Management
Inside Retail (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
Marketing (United Kingdom)
Marketing Science
Marketing Theory
Marketing Week
The Marketer United Kingdom (defunct)
Mediaweek
PRWeek United Kingdom
Sales Promotion
Social Marketing Quarterly
Sponsor
Association and societies
American 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
Marketing Research Association
Market Research Society
Potato Marketing Corporation of Western Australia
Produce Marketing Association
Promotion Marketing Association
Archives, museums and galleries
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
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
References
External links
Marketing dictionary
