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The following outline is provided as an overview of and topical guide to marketing:

Marketing – the social and managerial processes by which products, services, and value are exchanged in order to fulfill individuals' or groups' needs and wants. These processes include, but are not limited to, advertising, promotion, distribution, and product management.



Planning levelsEdit

Branches of marketingEdit

Note: The book titled, The Marketing Book, 7th ed., Routledge, Oxon, UK, 2016 edited by Michael J. Baker and Susan Hart identifies the following as distinct types or branches of marketing practice:

(NB: Other types of marketing such as Faith-based marketing and Evangelism marketing are not distinct branches of marketing; rather they are simply applied examples of general marketing management. In addition, tactical responses such as Direct marketing; Digital marketing are examples of specific promotional practices and cannot be conceptualised as distinct branches of marketing with unique frameworks, theories and practices.

Subdisciplines and components of marketingEdit

Marketing paradigmsEdit

Marketing paradigms

Customer experience management (CEM)Edit

Customer experience management

Marketing strategiesEdit

Marketing strategies

Growth strategiesEdit

Main articles: Growth strategies and Growth Platforms

Marketing warfare strategiesEdit

Marketing warfare strategies


General marketing conceptsEdit

Consumer behaviorEdit

Consumer behavior

Direct marketingEdit

Direct marketing


Internet marketingEdit

Internet marketing

Retail outletsEdit


Marketing managementEdit

Marketing management

Marketing researchEdit

Marketing research

Data analysis techniques used in marketing researchEdit

Market segmentationEdit

Market segmentation

Analytical toolsEdit

Industry or market researchEdit

Quantitative marketing researchEdit

Quantitative marketing research




Product managementEdit

Product management

Brand managementEdit

Packaging and labellingEdit

Packaging and labelling

New product developmentEdit

New product development





Marketing communicationsEdit

Integrated marketing communications


Sales and sales promotionEdit

Services marketingEdit

Measuring marketing performance: Marketing metricsEdit

Special applications of marketingEdit

Persons influential in the field of marketingEdit


External linksEdit