Marketing

From Ioannis Kourouklides
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This page contains resources about Marketing and Branding.

Subfields and Concepts[edit]

General[edit]

  • Lean Marketing
  • Agile Marketing
  • Business-to-Business (B2B) Marketing
  • Business-to-Consumer (B2C) Marketing
  • Growth Hacking
  • Growth Marketing
  • Traction
  • Marketing Campaign
  • Public Relations (PR)
  • Offline Advertising / Offline Marketing
    • Print media (for example newspapers, magazines, flyers and brochures),
    • Radio and Television advertisements
    • Mobile phone messages (SMS and MMS) and callback
  • Online Advertising / Online Marketing / Internet Advertising / Internet Marketing
    • Affiliate Marketing
    • (Digital) Display Advertising / Banner Advertising
    • Email Marketing
    • Search Engine Optimization (SEO)
    • Search Engine Marketing (SEM)
    • Social Media Marketing
    • Video Advertising
    • Content Marketing
    • Influencer Marketing
    • PPC Marketing (i.e. Pay-Per-Click)
  • Digital Marketing
    • Online Marketing
    • Radio and Television advertisements
    • Mobile phone messages (SMS and MMS) and callback
  • Brand Marketing
  • Word of Mouth (WOM) Advertising

Tools[edit]

  • Content Management System (CMS)
  • Customer Relationship Management (CRM)
  • Chatbots

Marketing Strategy[edit]

  • Marketing Plan
  • Marketing mix (or "Four P's")
    • Product
    • Price
    • Place
    • Promotion
  • Unique Value Proposition (UVP) / Customer Value Proposition (CVP)
    • Value Parity and Value Wedge
  • Marketing Research / Market Research
  • Competitive Positioning
  • SWOT Analysis (i.e. Strengths, Weaknesses, Opportunities, Threats)
  • Branding
    • Logo
    • Mission and Vision Statements
    • Values
    • Tagline and Slogan (i.e. mini-mission statement)
    • Brand Positioning Statement
    • Brand Messaging
    • Brand Promise
  • Marketing Metrics:
    • AARRR Framework (i.e. Acquisition, Activation, Retention, Referral and Revenue)

Online courses[edit]

Video Lectures[edit]


Lecture Notes[edit]

Books[edit]

  • Weinberg, G., & Mares, J. (2015). Traction: How Any Startup Can Achieve Explosive Customer Growth. Penguin.
  • Moore, G. A. (2014). Crossing the Chasm. 3rd Ed. Harper Business.

Software[edit]

See also[edit]

Other Resources[edit]

General[edit]

Analytics & Digital Marketing Tools[edit]

Marketing Strategy[edit]

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