Index
Abdul-Jabbar, Kareem
A/B testing
Accountability
Acronyms (as names)
Action plan
Additional content, offers for
Advertising:
banner ads
business-to-consumer
pay-per-click
in traditional media
wasted spending on
Advocacy, balancing inquiry and
Affinity with workforce, increased
Afflictions (in RAIN Selling)
Alignment with firm's goals phase
All Marketers Are Liars (Seth Godin)
Analysis and assumptions phase
Analytics
as preferred tool
web
Andersen Consulting
Articles:
for online marketing
as stock content
Articulate (in RAMP framework)
Aspirations (in RAIN Selling)
Assets
thought leadership as
of your firm
Assumptions
about outcomes
playing with
Attributes:
brand, see Key brand attributes
in competencies
Audiences (for messages)
Audits:
marketing
revenue
Awareness, of core attributes
Bain & Company
Banner ads
BANT (Budget, Authority, Need, and Timeframe)
Beckhard, Richard
Behavioral change, planning for
Belafonte, Harry
Bell, Alexander Graham
Benefits, selling
Bennis, Warren
BHAGs (big, hairy, audacious goals)
Bhide, Amar
Billable hours
Blogs:
of Kinaxis
off-site
optimizing
weekly number of
Blogger
Blogging:
as marketing technique
as preferred tool
by senior executives
Bonaparte, Napoleon
Books:
benefits of publishing
e-books
as marketing technique
for thought leadership
Boston Business Journal
Brainstorming phase
Brand(s)
defined
establishing and strengthening
and fees commanded
goal of
key attributes of, see Key brand attributes
personal
primary
reputation and visibility ...
