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A blend of marketing tools that a company uses to pursue its marketing objectives in the target market, traditionally defined by the '4 Ps': Product, Price, Place, Promotion.

A business approach or philosophy that focuses on identifying and meeting the stated or hidden needs or wants of customers.

The value a brand adds to a product or service, based on consumer perceptions, experiences, and brand associations.

Business-to-Business Marketing, the process of selling products or services to other businesses.

The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.

A measure of the amount of sales or adoption of a product or service compared to the total theoretical market for that product or service.

The prediction of the net profit attributed to the entire future relationship with a customer.

Business-to-Consumer Marketing, the process of selling products or services directly to consumers.

A framework for identifying and analyzing the internal and external factors that can have an impact on the viability of a project, product, place, or person.

The process of dividing a broad consumer or business market into sub-groups of consumers based on some type of shared characteristics.

A technology for managing all your company’s relationships and interactions with customers and potential customers.

A type of performance-based advertising in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.

A model that illustrates the theoretical customer journey from the awareness phase to the purchase phase and beyond.

An advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results.

The ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement.

A pricing strategy where the price of a product is initially set low to rapidly reach a wide fraction of the market and initiate word of mouth.

A metric that shows the percentage of visitors who take a desired action.

Statistical data relating to the population and particular groups within it used for identifying markets.

The process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service.

The economic concept that describes the amount of demand for a product or service in relation to price changes.

A strategic marketing process specifically designed to ensure that all messaging and communication strategies are unified across all channels and are centered around the customer.

A strategy that focuses on attracting customers or leads via company-created Internet content, thereby having potential customers come to the company rather than marketers vying for their attention.

The practice of increasing the quantity and quality of traffic to your website through organic search engine results.

The use of software and web-based services to execute, manage, and automate marketing tasks and processes.

The course that a product’s sales and profits take over its lifetime, typically divided into four stages: Introduction, Growth, Maturity, and Decline.

An internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher when the ad is clicked.

A set of marketing tools used to implement a marketing strategy and attract customers; these include Product, Price, Place, and Promotion.

A measurable value that demonstrates how effectively a company is achieving key business objectives.

The action or practice of selling an additional product or service to an existing customer.

A multi-channel sales approach that provides the customer with an integrated customer experience. The customer can be shopping online from a desktop or mobile device, by telephone, or in a brick-and-mortar store and the experience will be seamless.

A form of advertising where organizations communicate directly to customers through a variety of media.

The moment when a consumer researches a product before the actual purchase is made.

A pricing strategy whereby a firm charges a high introductory price, often coupled with heavy promotion, and later lowers the price to capture other market segments.

The use of social media platforms and websites to promote a product or service.

A marketing model that outlines the process for achieving successful marketing and sales communications; stands for Attention, Interest, Desire, and Action.

A software application or set of related programs that are used to create and manage digital content.

The extent to which consumers are familiar with the distinctive qualities or image of a particular brand of goods or services.

The professional maintenance of a favorable public image by a company, organization, or famous person.

Any time a potential customer or customer comes in contact with the brand--before, during, or after they purchase something from the brand.

A variable pricing strategy, based on understanding, anticipating, and influencing consumer behavior in order to maximize revenue or profits from a fixed, perishable resource.

Traditional form of marketing where a company initiates the conversation and sends its message out to an audience.

The tendency of some consumers to continue buying the same brand of goods rather than competing brands.

An online advertising pricing model where the advertiser pays for a specified acquisition - for example a sale, click, or form submit.

The passing of information from person to person by oral communication, which could be as simple as telling someone the time of day.

A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action.

A specific group of consumers at which a company aims its products and services.

A management tool that can be used to gauge the loyalty of a firm's customer relationships. It serves as an alternative to traditional customer satisfaction research.

A performance measure used to evaluate the efficiency or profitability of an investment or compare the efficiency of a number of different investments.