The definitive glossary of marketing concepts — over 160 terms defined, contextualized, and connected.
Each concept page includes a definition, modern context, real-world examples, thought leaders, conference talks, and organizations dedicated to the concept.
Written by Conan Pesci | Markeview.com
80/20 Rule: The Pareto Principle That Should Reshape How You Spend Every Marketing DollarA/B Testing: The Scientific Method That Turns Marketing Opinions Into ProofAbove-the-Line Communication: The Mass Media Strategy That Still Builds Brands Faster Than Anything ElseAdvertising Awareness: The Metric That Tells You Whether Anyone Actually Noticed Your AdAdvertising Frequency: How Many Times Does Someone Need to See Your Ad Before It Actually Works?Advertising Reach: The Media Metric That Separates Strategy From Spray-and-PrayAffiliate Marketing: The Performance Channel That Quietly Became a $20 Billion IndustryAIDA Model: The 126-Year-Old Marketing Framework That Still Explains How People BuyAll-Commodity Volume (ACV): The Distribution Metric That Separates CPG Amateurs From ProfessionalsAwareness Rate: The Marketing Metric That Tells You Whether Anyone Even Knows You ExistBackward Integration: The Supply Chain Power Move That Turns Companies Into Their Own SuppliersBelow-the-Line Communications: The Targeted Marketing Tactics That Actually Drive ConversionsBrand Development Index (BDI): The Metric That Shows Where Your Brand Is Winning and Where It's Getting CrushedBrand Equity: The Invisible Asset That Makes People Pay More for the Same ThingBrand Extension: When Your Brand Name Becomes a Launching Pad (and When It Becomes a Trap)Brand Image: The Perception That Lives in Your Customer's Head (Not Your Brand Guidelines)Brand Mantra: The Three Words That Should Guide Every Decision Your Brand MakesBrand Portfolio: How the World's Best Companies Manage Multiple Brands Without Losing Their MindsBrand Positioning: How to Own a Space in Your Customer's Mind That No Competitor Can TakeBrand Power: The Invisible Force That Lets Some Companies Charge More and Win MoreBusiness Model: The Blueprint That Determines Whether Your Marketing Actually Makes MoneyCannibalization: When Your Own Products Become Your Biggest CompetitorCaptive Pricing: The Strategy That Hooks You With the Product and Profits From the RefillCarryover Effect: Why Your Advertising Keeps Working Long After You Stop Paying For ItCategory Development Index (CDI): The Market Metric That Tells You Where the Demand Actually LivesChannel Conflict: What Happens When Your Own Distribution Network Starts Fighting ItselfChannel Power: The Invisible Force That Decides Who Really Controls Your DistributionChurn Rate: The Metric That Tells You How Fast You're Losing the Customers You Already WonCo-Branding: When Two Brands Team Up and the Whole Becomes Worth More Than the PartsCollaborator Conflict: What Happens When Your Business Partners Start Working Against YouCollaborator Power: Who Really Controls Your Value Chain (And What to Do About It)Comparative Advertising: The Bold Strategy of Naming Your Competitor (And Why It Works)Competitive Advantage: The Only Thing That Separates Businesses That Win From Businesses That SurviveCompetitive Parity Budgeting: The Marketing Budget Method That Lets Your Competitors Set Your StrategyCompetitive Pricing: The Strategy That Lets Your Rivals Set Your Price (And Why It Still Works)Competitive Value Map: The Visual Tool That Shows You Exactly Where You Stand Against Every RivalConcept Storyboard: The Low-Cost Way to Test a Product Idea Before You Build AnythingConversion Rate: The One Metric That Tells You Whether Your Marketing Is Actually WorkingCost Per Point (CPP): The Media Buying Metric That Tells You What Attention Actually CostsCost Per Thousand (CPM): The Advertising Metric That Puts a Price Tag on AttentionComplementary Pricing: The Strategy That Makes Money on the Refill, Not the ProductCooperative Advertising: The Shared-Cost Strategy That Turns Manufacturers and Retailers Into Marketing PartnersCost-Plus Pricing: The Simplest Pricing Strategy in Marketing (And Why Simplicity Is Both Its Strength and Its Weakness)Customer Equity: The Metric That Puts a Dollar Value on Every Relationship Your Brand Has Ever BuiltDeceptive Pricing: The Illegal Pricing Tactics That Still Fool Millions of Consumers Every YearDemand Pricing: The Strategy That Lets the Market Tell You What to ChargeDemographics: The Foundation of Market Segmentation That Every Marketer Still Needs to MasterDetailers: The Field Sales Representatives Who Still Drive Billions in B2B and Pharmaceutical MarketingDiminishing Marginal Value: Why the Tenth Ad Impression Is Never Worth as Much as the FirstDirect Channel: Why Selling Straight to Your Customer Changes EverythingEconomic Value Analysis: How to Price Your Product From the Customer's Perspective (Not Your Spreadsheet)Economies of Scale: Why Getting Bigger Makes Everything Cheaper (Until It Doesn't)Economies of Scope: Why Making More Things Can Cost Less Than Making OneEveryday Low Pricing (EDLP): The Pricing Strategy That Turned Walmart Into the World's Largest RetailerExperience Curve Pricing: The Strategy That Bets on Getting Cheaper the More You MakeFighting Brand: The Strategic Decoy That Protects Your Premium While Crushing Low-Cost CompetitorsFirmographics: The B2B Equivalent of Demographics That Should Shape Every Account-Based StrategyForward Buying: The Retail Inventory Gambit That Manufacturers Love to HateForward Integration: The Strategy That Puts You Face-to-Face With Your CustomerFrame of Reference: How to Define the Competitive Context That Makes Your Brand Make SenseFraming: The Psychological Force That Makes the Same Offer Feel Completely DifferentGood-Better-Best Strategy: The Tiered Pricing Model That Turns One Product Into Three Revenue StreamsGrey Market: When Your Own Products Show Up Where You Never Intended Them to BeGross Rating Point (GRP): The Media Metric That Still Runs Billions in Ad SpendHeterogeneous Market: Why "Everyone" Is Never Your Target CustomerHigh-Low Pricing: The Retail Strategy That Turns Discounts Into a Psychological WeaponHomogeneous Market: When Everyone Wants the Same Thing (And What That Means for Your Strategy)Horizontal Channel Conflict: When Your Own Distribution Partners Start Fighting Each OtherHorizontal Collaboration: When Competitors Become Partners (And Why It Works Better Than You'd Think)Horizontal Extension: How Smart Brands Stretch Sideways Without BreakingHorizontal Integration: When Buying Your Competitor Becomes the Growth StrategyHouse of Brands: The Strategy That Lets One Corporation Own Dozens of Identities (Without Anyone Knowing)Hybrid Channel: Why the Best Distribution Strategies Use Everything at OnceImage Pricing: The Strategy That Makes Customers Pay More Because They Believe It's Worth MoreImpression: The Atomic Unit of Advertising That Everyone Counts But Few Actually UnderstandIndirect Channel: Why Most Products in the World Reach Customers Through Someone Else's HandsInfomercial: The Long-Form Sales Format That Built Billion-Dollar Brands (and Is Reinventing Itself for Streaming)Institutional Advertising: When Companies Sell Who They Are Instead of What They MakeInventory Turnover: The Supply Chain Metric That Tells You Whether Your Business Is Moving Product or Collecting DustLearning Curve: Why Getting Better at Something Is the Most Predictable Thing in BusinessLoss Aversion: The Psychological Force That Makes Losing Hurt Twice as Much as Winning Feels GoodLoss Leader: The Pricing Strategy That Loses Money on Purpose (And Wins Everywhere Else)Market-Development Strategy: How to Sell What You Already Have to People Who Don't Know They Want It YetMarket-Growth Strategy: How to Scale What's Already Working Into Something Much BiggerMarket-Innovation Strategy: How to Create Demand That Didn't Exist Before You Showed UpMarket-Penetration Strategy: The Lowest-Risk Growth Play That Most Companies Still Get WrongMarketing Mix: The Strategic Recipe That Determines Whether Your Marketing Actually ConnectsMECE Rule: The Thinking Discipline That Separates Sharp Marketers From Everyone ElseMerchandisers: The Field Marketing Force That Quietly Controls What You Buy in Every StoreNet Promoter Score (NPS): The Most Famous Metric in Customer Experience (and the Most Controversial)Occasion-Based Targeting: How to Market to Moments Instead of DemographicsOptimal Value Proposition: The Balancing Act That Determines Whether Your Offering Wins or DiesParallel Importing: When Genuine Products Show Up in Markets Where They Were Never Supposed to BePenetration Pricing: Win Market Share First, Profits SecondPenetration Rate: How Deep Your Brand Really Goes in Your MarketPoint-of-Purchase Advertising: Converting Browsers Into Buyers at the ShelfPositioning: Own a Distinct Place in Your Customer's MindPositioning Statement: Your Brand's North Star for Strategic Marketing CommunicationsPositioning Maps: The Visual Tool That Shows You Exactly Where Your Brand Lives in the Customer's MindPredatory Pricing: The Illegal Strategy of Bleeding Money Now to Kill Competition LaterPrestige Pricing: Why Charging More Can Actually Make People Want Your Product MorePrice Discrimination: How Companies Charge Different People Different Prices for the Same ThingPrice Elasticity: The Single Most Important Number in Your Pricing StrategyPrice Fixing: The Illegal Agreement That Can Land You in Prison and Cost Your Company MillionsPrice Segmentation: How to Charge Different Prices to Different Customers (and Why One Price Fits Nobody)Price Skimming: The High-Price Launch Strategy That Captures Maximum Revenue From Day OnePrice War: The Destructive Race to the Bottom That Nobody Wins (But Everyone Keeps Starting)Product Development Strategy: How to Build Something New for People Who Already Buy From YouProduct-Line Extension: How Smart Brands Stretch Without SnappingProduct-Line Pricing: How to Price a Family of Products Without Cannibalizing YourselfPsychographics: Why Who Your Customers Are Matters Less Than What They Actually BelievePublic Service Announcement (PSA): When Advertising Exists to Serve the Public Instead of Sell a ProductPull Promotions: The Marketing Strategy That Makes Customers Come to YouPush Promotions: The Behind-the-Scenes Machinery That Actually Gets Products on ShelvesReference-Point Dependence: Why Your Customers Judge Everything Relative to What They ExpectedReminder Advertising: The Most Efficient Form of Paid Media That Nobody Talks AboutRepositioning: How to Change What Your Brand Means in People's Heads (Without Destroying What You've Built)Retention Rate: The Metric That Tells You Whether Your Growth Is Real or Just a TreadmillSame-Store Sales: The Retail Health Check That Strips Away the Noise of New Store GrowthSandwich Strategy: How to Squeeze Your Competitor by Attacking From Both EndsSearch Engine Marketing (SEM): The Paid Search Channel That Captures Demand at the Exact Moment It ExistsSearch Engine Optimization (SEO): The Long Game That Compounds Into Your Most Valuable Marketing ChannelSecond Market Discounting: The Pricing Strategy That Sells the Same Product Twice at Different PricesSegmentation: The Foundation of Every Marketing Strategy That Actually WorksShare of Shelf Space: The Retail Battleground Where Products Win or Die Before a Customer Even DecidesShare of Voice: The Marketing Metric That Predicts Whether Your Brand Will Grow or ShrinkShrinkage: The $132 Billion Problem That Every Retailer Fights and Most Marketers IgnoreSpiffs: The Short-Term Sales Incentive That Moves Product When Nothing Else WillSteal-Share Strategy: How to Grow by Taking Customers Directly From Your CompetitorsStocking Allowance: The Ongoing Fee That Keeps Products on the Shelf After They Get ThereStrategic Targeting: How to Choose Which Customers to Serve Before You Decide How to Reach ThemTactical Targeting: The Short-Term Precision Play That Turns Strategy Into Actual ResultsTargeting: The Core Marketing Discipline That Decides Who Gets Your Message (And Who Doesn't)Teaser Advertising: The Art of Saying Almost Nothing and Making Everyone Pay AttentionTop-Box Score: The Survey Metric That Separates Genuine Enthusiasm From Polite AgreementTop-of-Mind Awareness: The Brand Recall Metric That Predicts Who Wins Before the Competition Even StartsTrade Allowance: The Quiet Cash Transfer That Decides Which Products Actually Get PromotedTrade Incentives: The Full Arsenal of Manufacturer-to-Channel Rewards That Actually Move ProductTRP (Target Rating Point): The Media Metric That Tells You Whether Your Ads Are Reaching the Right PeopleTwo-Part Pricing: The Strategy That Charges You Twice and Makes You Feel Good About ItUmbrella Branding: How One Brand Name Covers an Entire Product EmpireUser-Based Targeting: The Segmentation Approach That Builds Your Strategy Around Who Your Customer Actually IsValue-Equivalence Line: The Invisible Diagonal That Shows You Exactly Where Your Brand Stands Against Every CompetitorValue Function: The S-Shaped Curve That Explains Why Losing $100 Hurts More Than Finding $100 Feels GoodVertical Channel Conflict: What Happens When Your Own Supply Chain Starts Fighting Over Who Owns the CustomerVertical Collaboration: How Manufacturers and Retailers Win by Working Together Instead of Against Each OtherVertical Extension: How Smart Brands Move Upmarket or Downmarket Without Destroying What They've BuiltVertical Integration: When Owning the Entire Supply Chain Becomes Your Competitive AdvantageVolume Discount: The Pricing Strategy That Trades Margin Per Unit for Revenue Per CustomerWearout: Why Your Best Ad Stops Working (And What the Research Actually Says About When to Replace It)Yield Management Pricing: The Dynamic Strategy That Squeezes Maximum Revenue From Every Seat, Room, and Time Slot