For marketing students, small business owners and founders who need to understand both classic marketing theory and the language of modern digital and B2B marketing.

What's inside:

• Business models: razor and blade, freemium, subscription, franchising, peer-to-peer

• Market research and analysis: PESTLE, SWOT, customer insight

• Targeting and segmentation: mass, differentiated, focused and customised marketing

• Branding: brand equity components, extension, licensing, co-branding, positioning and repositioning

• Strategy: UVP, ABM, product-led growth, growth marketing, the flywheel, the Ansoff Matrix, Porter-style competitive strategies

• Customers and leads: CAC, CLV, ICP, churn, MQL/SQL/PQL/CQL

• Digital marketing: SEO/SEM, affiliate, email, guerrilla and mobile marketing, the 4E framework

• Metrics: bounce rate, conversion rate, cost per click, cost per conversion, session duration

• CRM and service quality: NPS, the service gaps model, zone of tolerance

• Product and distribution: GTM, MVP, TAM, channel types, distribution intensity, penetration vs skimming, pricing methods, the product life cycle

• Sales and the marketing mix: the sales funnel, account tiering, the extended 7Ps

• Marketing analytics: MMM, MTA, UMM, primary and secondary data