Index
3M Post-it notes
6 Is of E-marketing
80/20 rule see Pareto effect
a priori segmentation
ABC see activity-based costing
above-the-line expenditure see advertising
accessible market size
accessible volume/value, key accounts
accountability framework
accountancy
accounting value
ACORN categories
acquisition of customers
activation activities
activities
key activity plan
outcomes linking
sponsorship
activity-based costing (ABC)
added values
definition
experience effect
shareholder value
value added chain
addressability, communications
administrative role, planners
advertising
definition
media choice
new product adoption
objective-setting
plan preparation
social media
strategic role
affiliate marketing
aggregating products/services
agrochemical companies
airline industry
Amazon
analysis team, DPM
annuity market
Ansoff, Igor
Ansoff Matrix
exercises
gap analysis
outcomes linking
review
appendices inclusion
arts sponsorship
asset base constraints
assets
brands as
expenditure and
map of marketing
market segmentation
see also intangibles
assumptions
documentation
exercises
organization chart model
assurance, customer services
attitudes
benefit analysis
development of
market segmentation
outcomes linking
pricing
attractiveness factors
assumptions
key accounts
markets
scoring
segments
audits
customer services
distribution audit
hierarchy of
management audit
see also marketing audit
autonomy crises
aviation market
awareness creation, advertising
balance sheets
balanced portfolios
banking ...
