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1. The importance of internet-marketing in the modern world.

2. The power of viral marketing.

3. Sublinimal marketing in movies.
1. The four P's of marketing
2. Brand management and why its important
3. Packaging design: its influences on the buyer
4. The decrease in the usage of the customer relationship management (CRM) model
y 1 Marketing fundamentals
y 2 Branches of marketing
o 2.1 Subdisciplines and components of marketing
o 2.2 Marketing paradigms
2.2.1 Customer experience management (CEM)
o 2.3 Marketing strategies
2.3.1 Growth strategies
2.3.2 Marketing warfare strategies
y 3 History of marketing
y 4 General marketing concepts
o 4.1 Consumer behavior
o 4.2 Direct marketing
o 4.3 Distribution
4.3.1 Retail outlets
o 4.4 Marketing management
o 4.5 Marketing research
4.5.1 Data analysis techniques used in marketing research
4.5.2 Industry or market research
4.5.3 Quantitative marketing research Sampling
o 4.6 Pricing
o 4.7 Product management
4.7.1 Brand management
4.7.2 Packaging and labelling
4.7.3 New product development
4.7.4 Positioning
o 4.8 Promotion
4.8.1 Advertising
4.8.2 Marketing communications
4.8.3 Publicity
4.8.4 Sales and sales promotion
o 4.9 Services marketing
y 5 Services marketing
y 6 Persons infuential in the field of marketing
y 7 Marketing lists
y 8 External links
y Customer Satisfaction Survey
y Consumer Perception Survey
y Service Quality Study
y Service Blueprinting
y Service Process Mapping ± Back stage, on-stage
y Improving service quality using service blueprinting
y Competition Analysis
y Service standards
y Study on effectiveness of employee¶s role in service delivery
y Effectiveness of channels (distributors/ DSAs) in service delivery
y Effectiveness of channels (on-line/ Internet) in service delivery
y Customer Data Analysis
y Study of Institutional markets
y Effectiveness of promotion schemes
y Measurement of Brand awareness and brand perception
y Customer Loyalty study
This is a list of over 200 articles on marketing topics. If you create a marketing article, please add it to this list.
1 Marketing fundamentals

y marketing an overview

y consumer
y customer
o Customer lifetime value (CLV)
o customer relationship management (CRM)
y marketing mix
y marketing orientation also called customer focus or marketing concept
y sustainable competitive advantage
y core competency
y experience curve effects
y marketing myopia
y market segment
y target market
y business model
y value
o value chain The value chain was described and popularized by Michael Porter in his 1985 best-seller: Competitive Advantage: Creating
and Sustaining Superior Performance''. New York, NY The Free Press. The value chain categorizes the generic value-adding activities
o value migration Marketing strategy is the art of creating value for the customer. This can only be done by offering a product or service
that corresponds to customer needs. In a fast changing business environment, the factors that determine value are constantly changing.
y market A market is a mechanism which allows people to trade, normally governed by the theory of supply and demand. Both general and specialised
markets, where only one commodity is traded, exist. Markets work by placing many interested sellers in one place, thus
y market share Market share in strategic management and marketing, is the percentage or proportion of the total available market or market segment
that is being serviced by a company. It can be expressed as a company's sales revenue (from that market) divided by the tot
y economies of scope Economies of scope are conceptually similar to Economies of scale. Whereas economies of scale apply to efficiencies
associated with increasing or decreasing the scale of production, economies of scope refer to efficiencies associated with increasing or de
y end-user Economics and commerce define an end-user as the person who uses a product. The end-user may differ from the customer, who might
buy the product, but doesn't necessarily use it; for example, with baby clothes, a parent might purchase garments as a custome
2 Marketing strategies and paradigms
y Marketing strategies Strategy is the crafting of plans to reach goals. Marketing strategies are those plans designed to reach marketing goals. A good
marketing strategy should integrate an organization¶s marketing goals, policies, and action sequences (tactics) into a cohesiv
o growth strategies
horizontal integration In microeconomics and strategic management, horizontal integration is a theory of ownership and
control. It is a strategy used by a business or corporation that seeks to sell one type of product in numerous markets. To get
this market coverage, several sm
vertical integration
innovation strategies
aggressiveness strategies
Profit impact on marketing strategy
o strategies for mature and decining markets
o market dominance strategies
o Porter generic strategies
o mass customization
o vendor lock-in
o Scenario planning
o marketing warfare strategies
offensive marketing warfare strategies
defensive marketing warfare strategies
flanking marketing warfare strategies
guerrilla marketing warfare strategies
guerrilla marketing
y Marketing paradigms
o Relationship marketing
o Network marketing
o Customer experience management (CEM)
Experiential world
Experiential platform
Brand experience
Customer interface
Experiential innovation
CEM integration
CEM organization

Here are some current topics:
It's not just a new name. It's not simply a new slogan. It's not just awareness. The brand
must have an emotional bond with your target customer. In this presentation, a five-step
process is described on how to effectively develop a brand strategy for the company and
then how to make it come alive with the customers and with your associates. Case studies
are included to show how some stores outperform their competition by having a better
brand strategy that's recognized by the consumer. It is the key to success for any consumer
product, store or service.
Despite problems with the economy, world terrorism and slumping consumer confidence,
some stores continue to grow their business consistently. Taking a look at how they do it
and how they strengthen their brands show that successful stores live up to their strategy
everyday in every store.
The stores with a future share a lot of the same critical characteristics for success. These
have been identified by Dr. Leonard Berry, Director of the Center for Retail Studies at Texas
A & M University, and in this presentation we look at how these companies market
themselves better. They do it by capitalizing on their unique strengths and appeal to the
customer, and then they do breakthrough advertising. Stores--or brands--that don't meet
these criteria don't stand a chance no matter how good their advertising is.

What good is a map if you don't know where you're going? In this presentation, I look at the
steps necessary in creating a vision for a retailer or consumer-goods company. Not only is it
important to look ahead, but to also objectively assess the current situation and market
position. In this presentation, we look at 3 case studies in three different industries on how
following this process made the difference in a successful marketing program.

Location. Location. Location. Convenience may be important, but what if the competition is
just as close to the customer. What does it take to create a preferred share of mind with the
customer. An example of how to go beyond price and convenience to grow a business in the

Marketing a store is no different than marketing a packaged-goods product. You have to go
beyond price promotions and create a loyalty among your target customers and a brand
preference. It takes more than just advertising. It takes a comprehensive marketing plan
and multifaceted program to keep your store on the top of the customer's mental shopping

Creativity is important. However, you have to do your homework first. How to get to know
the customer and then take risks with great creative advertising. A look at how several
retailers break through the advertising clutter by researching the market first and then
executing. A look at eight reasons not to be different and if you listen to the internal
experts, your store will look just like the competition.

How several successful retailers use various types of research to get to know their
customers better. It's more than statistics -- it's building an action plan based on what the
customer tells you about your stores and the competition.

How many companies used a strong marketing plan to overcome adversity in the business
to achieve success. Despite market slumps, hostile takeover attempts, chapter 11, etc., a
marketer can succeed with a great plan and a willingness to take risks.
A look at how successful stores market themselves to the target customers who have
money to spend while others become enamored with demographics and psychographics that
represent customers who don¶t have neither the cash nor the credit to be a significant factor
with sales.
Despite the events of the past few years, despite a sagging economy, despite a consumer
jaded by all of the retail competition, some stores continue to perform successfully. These
stores were strong a year ago because they had developed a relationship with their
customers that is strong enough to keep them coming back regularly. At the same time,
other stores have struggled and keep blaming the outside factors for their weaknesses. In
this presentation, Ken Banks will take a look at what it takes to be successful today«from
the marketing strategy to the service on the floor«and how the winners get their customers
to keep on spending at their stores.

2010 und 2011 Presentutlon Toplcs
Below ure some of the presentutlon toplcs thut ure generutlng u lot of buzz umong murketlng, publlc relutlons, udvertlslng und smull buslness groups. The
Schlpul speuker's bureuu wlll dellver u powerful und entertulnlng presentutlon thut wlll get people tulklng und thlnklng.

Personul Brundlng Eru: Opportunltles und Threuts. For generutlons, publlc relutlons pructltloners huve usslsted ln the development und protectlon of corporute
brunds. As Ed Schlpul descrlbed ln hls urtlcle ln the Wlnter 2010 edltlon of The Struteglst, brundlng ls golng personul now thut technologles enuble lndlvlduuls
to creute thelr own medlu enterprlses, und muny orgunlzutlons ure struggllng to udupt. Communlcutors who wonder whut to do next to trunslute the soclul
medlu lnvolvement of personnel wlll be gulded through thls new terruln wlth some of Edըs uctlonuble udvlce on lmplementutlon. Estubllsh u cleur pollcy.
Conduct un uudlt. Encouruge others to purtlclpute ln the conversutlon. Promote them. Keep them ln the loop. Ed ulso provldes ummunltlon thut wlll help you
sell lnvestlng ln soclul medlu to your CEO.

Beutlng the Recesslon Blues wlth u Klller Compuny Culture. Whut exuctly ls իcompuny cultureլ und why ls lt crltlcul for the leuders of u compuny to
communlcute cleurly und preclsely ubout culture? Kutle Lulrd, the "culture queen" of Schlpul, recently dellvered thls tulk ut SXSW Inteructlve, generutlng
slgnlflcunt buzz und glowlng revlews. In thls presentutlon, Kutle descrlbes how communlcutors cun lnfluence the culture wlthln thelr orgunlzutlons գ even ln
the mldst of whut seems llke u drumbeut of bud news. You cun only huve un uwesome culture thut encouruges commltment und performunce lf you huve the
rlght people, creute the condltlons for success und requlre everyone to behuve ln wuys thut ure conslstent wlth the vulues of the compuny (ussumlng those
vulues ure cleurly estubllshed us well). The trlcky purt ls how to do thls.

Smulltlme Storytelllng for Brunds und the Future of the Mlcroblogosphere. Short ls where lt ls ut, but where ls the mlcro blogglng trend leudlng us? Kutle Lulrd
wulks through the lns und outs of the hottest mlcro blogglng plutforms und dlscusses thelr brund storytelllng potentlul. PR, murketlng und udvertlslng pros
huve udupted to the 140 churucter llfestyle, but whut huppens when onllne communlcutlon goes even smuller? How do cllents und brunds relute to one unother
ln thls ubbrevluted Web speuk und how do you crum ln the essentluls? She tulks strutegy, opportunlty, trucklng und cuse studles ln u world where not
everythlng thutըs blgger ls necessurlly better.

Murketlng ls deud. Long llve murketlng. Studles show people trust thelr frlends for lnformutlon more thun they trust other credlble sources գ even more thun
the news medlu, government, heulthcure orgunlzutlons or corporutlons. Whut ls the role of murketers ln thls ere when uuthorltles ure not trusted us much us
whut people reud on Fucebook? Thut ls the sub|ect of Kutle Lulrdըs presentutlon. Murketers who embruce consumer-led murketlng und who enuble the
lnvolvement of consumers ln ull fucets of un orgunlzutlonըs story telllng huve u blg udvuntuge. Your futherըs murketlng ls deud, but murketlng ls ullve und more
vlbrunt thun ever.

Fundrulslng onllne for Non Proflt Orgunlzutlons. Just us ull of our llves huve been drumutlcully lmpucted by the rlse of onllne Communlcutlon und networklng,
so huve your donors und fundrulsers! Leurn ubout the wuys your Non Proflt cun leveruge the Web und populur soclul networklng tools llke Fucebook, Twltter
und Blogs to reuch people where they lnteruct the most. Auron Long dlscusses the strutegy und technology powerlng the Fundrulslng 2.0 movement thut ls
helplng orgunlzutlons |ust llke yours grow ln excltlng new wuys.

Itըs ubout the story, not the technology. As soclul medlu technologles huve mutured, one thlng hus become cleur: the technologles ure useless wlthout u good
story. Thutըs greut for buslness communlcutors, becuuse telllng storles ls whut we do. Ed or Kutle cun wulk through the key elements needed to weuve u story
uslng soclul medlu tools. The lmportunce of conslstent tone, messuges thut resonute, greut churucters, plot llnes people ure lnterested ln, wuves of tenslon und
resolutlon, und u story urc thut lllustrutes growth ure ull dlscussed.

Blogglng for buslness. Kutle wlll be dellverlng thls presentutlon to the Wushlngton DC IABC chupter ln Aprll. It drllls lnto the speclflcs of how to creute u blog
und keep lt vlbrunt, how to select the volce of the blog und how to spreud the word so people cun flnd you. Here ls u llnk to the presentutlon:

Is Twltter u tlme wuster or u brund bullder? It ls both. Mlcroblogglng ls the fustest growlng trend ln communlcutlons. Forresterըs estlmutes thut 11 percent of
Amerlcuns perlodlcully post updutes on thelr llves on Twltter or Fucebook. But whut ure the buslness uppllcutlons und how cun you determlne lf lt mukes
sense for your compuny? Neurly 2,000 people hung on Edըs Schlpulըs tweets und lt hus helped hlm guln medlu uttentlon, uttruct new buslness leuds und
strengthen hls posltlon us u thought leuder. He cun cover the buslcs und get lnto strutegy.

Why do your communltles trust Fucebook more thun you? Recent surveys huve found thut people ure more llkely to trust lnformutlon from thelr peers thun
from uuthorltutlve sources such us corporutlons, government ugencles und even the news medlu. Ed Schlpul or Kutle Lulrd cun dlscuss thls drumutlc chunge
und exumlne whut lt meuns for buslness communlcutors und how they need to ud|ust thelr communlcutlons strutegles to udupt.

Whut lt tukes to become Internet fumous. Wlred Muguzlne recently exumlned the phenomenon of people uslng soclul medlu tools to fuel thelr notorlety. It cun
be u powerful strutegy for bulldlng buzz ubout u compuny und posltlonlng u corporutlonըs executlves us lnnovutlve thought leuders. Ed Schlpul or Kutle Lulrd
cun dlscuss the vurlous lngredlents thut go lnto stlmulute uttentlon, plqué peopleըs lnterest und become Internet fumous.

Title: "The Mischievous Apple -- Nature's Innovation Masterpiece"
Light-hearted Dinner Presentation
Present a compelling case for Innovation. Small businesses, especially SOHO, professionals, consultants and authors need to
maximize their innovation and creative strategies. When they learn the SEVEN STEPS of Active Innovation Management, they
can save time, create produt lines out of a single product, and help their clients reach their goals faster, better and with more
enthusiasm. This 20-30 minute presentation is for groups with small business owners and manages who want to turn their
expertise and ideas into marketable products and services.
Title: "Target Your Goal with Active Innovation Management"
Turn Ideas Into Market-Smart Products and Services
Innovation is the lifeblood of business growth and profitability in today's competitive global environment. Small businesses are
pressed to excell at innovation of business structure as well as an ongoing flow of creative product and services to meet their
clients' needs. This seminar is for small business owners and manages who want to grow their product lines, attract new market
niches, and sharpen their internal processes such as customer service and Internet marketing.
Learn how to identify fertile ideas in your team and combine them for breakthrough strategies, products, services and systems to
help you meet your goals...and your clients'. The 7-step "Active Innovation Management" system is explained and supported with
handouts including checklists, spreadsheets, questionaires for research, and a link list of more resources.
You will learn how to:
y Design your in-house idea management system for targeted results
y Create a list of solutions-oriented products and services
y Evaluate and prioritize product ideas
y Delegate ideas to the best "innovation champion"
y Scale products to the potential market size
y Develop supporting services and products to expand your per-sale potential
Title: "Idea Packaging"
Growing Ideas Into Profitable Products and Services
Product development is the lifeblood of business growth and profitability in today's competitive environment. "Idea Packaging"
provides a cost effective way for information providers to repurpose their knowledge and information in multiple products and
Learn how to create products that snuggle into a company's mission using "idea packaging" that goes beyond brainstorming and
is tailored specifically to the information industry -- consultants, authors, professionals and specialty manufacturers. Apply
product development techniques that make sense in the ever-evolving world of ideas and information.
This session includes a step-by-step checklist in how to begin creating your own products and services that maximize current
The topics include:
y Turning your ideas into solutions
y Defining value of intellectual property
y Creating products that meet the needs of prospects vs. customers
y Designing your product line to meet marketing goals
You will learn how to:
y Create a list of solutions-oriented products and services
y Produce new information products
y Repurpose content into new products
y Scale products to the potential market size
y Locate the best vendors for your products
Title: "Beyond Books"
Idea Packaging -- Sideline Products for More Profitable Publishing
Sideline products has become the hottest way to repurpose book content to increase the average sale, as well as appeal to a
broader market of customers. Both marketing communications products and profit-center products and services deliver your
marketing message directly to individuals.
Learn how to collect ideas into a portfolio of product options, evaluate them for marketing potential, and find sources to produce
them cost effectively.
This workshop takes you step-by-step through the process of turning a creative concept into an effective line of strategic
products and services that benefit both the publisher and the author. Learn to use product design to make an emotional impact
on each individual.
Topics include:
y Turning your books into solutions
y Defining product line potential of intellectual property
y Creating products that meet the diverse needs of prospects vs. customers
y Designing your product line to expand marketing potential
You will learn how to:
y Create a list of solutions-oriented products and services based on a book
y Produce new information products using todays best technologies
y Repurpose content into new products and services
y Scale product lines up to reach larger potential markets
y Locate the best vendors for your sideline and marcom products
y Categories of Sideline Products
y Thinking techniques: Brainstorming, Lateral thinking, Scientific
Title: "The Power of Idea Packaging"
Planning and Designing Information Products That Work
Many companies want to establish an ongoing product development program, but don't know how to maintain creative
momentum to grow their average sale per customer, their backlist of products, or add new services.
This session describes how to gather market-driven needs and turn them into marketable intellectual property. Learn to use "idea
packaging" -- product planning and design techniques to understand your audience and meet their needs -- profitably!
y Looking at products through the customer's eyes
y Using "idea packaging" tools to deliver compelling messages
y Adding marketing communications power to marketing, sales, and customer service
y Integrating current intellectual property into new profit centers