Industry WIKI

Account-based marketing (ABM), also known as key account marketing, is a business-to-business (B2B) marketing strategy in which companies focus resources on a defined set of high-value accounts, treating each as a distinct market rather than pursuing broad-based outreach.

Account-based selling, also known as account-based sales and hyper-segmented sales, is a strategic sales model in which the sale of goods or services is carried out to narrow segments of the target audience or specific decision makers. In a typical ABS concept, the selling company forms a target audience, then divides it into narrow segments to offline selling.

Ad tracking, also known as post-testing or ad effectiveness tracking, is in-market research that monitors a brand’s performance including brand and advertising awareness, product trial and usage, and attitudes about the brand versus their competition.

Advertising media selection is the process of choosing the most efficient media for an advertising campaign. To evaluate media efficiency, planners consider a range of factors including: the required coverage and number of exposures in a target audience; the relative cost of the media advertising and the media environment. Media planning may also involve buying media space. Media planner

Advertising research is a systematic process of marketing research conducted to improve the efficiency of advertising. Advertising research is a detailed study conducted to know how customers respond to a particular ad or advertising campaign.

Affinity marketing is a concept that consists of a partnership between a company (supplier) and an organization that gathers persons sharing the same interests to bring a greater consumer base to their service, product or opinion. This partnership is known as an affinity group.

Agile marketing, often termed marketing agility or international marketing agility, comprises sensemaking, speed, iteration, and marketing decisions; marketing decisions are performed in an agile manner, using principles from the Manifesto for Agile Software Development. Marketing Agility was named a research priority for 2020-2022 by the Marketing Science Institute.

The AIDA marketing model was originally created by E. St. Elmo Lewis to break down how an advert should work (drive Awareness, spark Interest, create Desire and prompt Action). However, it has been re-used by many marketers to represent the first part of the customer journey instead. There are other models such as the RACE model (Chaffey) which offer a more thorough representation of th

AISDALSLove (standing for Attention, Interest, Search, Desire, Action, Like/dislike, Share, and Love/hate), is an hierarchy of effects model in advertising adapted from AIDA's hierarchy of effects model (Lewis, 1900; Strong, 1925) which has been used by many researchers, both academicians and practitioners, to measure the effect of an advertisement.

All-commodity volume or ACV represents the total annual sales volume of retailers that can be aggregated from individual store-level up to larger geographical sets. This measure is a ratio, and so is typically measured as a percentage (or on a scale from 0 to 100).

An aspirational brand is a term in consumer marketing for a brand or product which a large segment of its exposure audience wishes to own, but for economic reasons cannot. Because the desire for aspirational goods is relative to the consumer's purchasing power, an aspirational brand may be a luxury good if the person desires it, or it may simply be any product whether luxury or not if a

Attention theft is a theory in economic sociology and psychology which describes situations in which marketers serve advertisements to consumers who have not consented to view them and who are given nothing in return. Perpetrators seek to distract targets' attention through the use of advertising content, thereby achieving a form of manipulation.

In marketing, attribution, also known as multi-touch attribution (MTA), is the identification of a set of user actions ("events" or "touchpoints") that contribute to a desired outcome, and then the assignment of a value to each of these events. Marketing attribution provides a level of understanding of what combination of events in what particular order influence individuals to engage in

An audit is an "independent examination of financial information of any entity, whether profit-oriented or not, irrespective of its size or legal form, when such an examination is conducted with a view to express an opinion thereon." Auditing also attempts to ensure that the books of accounts are properly maintained by such entities as required by law. Auditors consider the propositions

Banking as a service (BaaS) is the provision of banking products (such as deposit accounts, loans and credit cards) to customers through non-bank or non-financial third party partnerships. The bank provides the balance sheet management, including capital, liquidity and credit risk management, while the partner company (typically a fintech) interacts directly with the customer via their p

Behavioural finance is the study of the influence of psychology on the behaviour of investors or financial analysts. It assumes that investors are not always rational, have limits to their self-control and are influenced by their own biases.

A brand ambassador (sometimes also called a corporate ambassador) is a person paid by an organization or company to represent its brand in a positive light, helping to increase brand awareness and sales. The brand ambassador is meant to embody the corporate identity in appearance, demeanor, values and ethics. The key element of brand ambassadors is their ability to use promotional strate

Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of the two key components of brand knowledge, as defined by the associative network memory model. It plays a vital role in consumer behavior, advertising management, and brand management. The consumer's ability to recognize or recall a brand is centr

Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off.

In marketing, brand implementation refers to the physical representation and consistent application of brand identity across visual and verbal media. In visual terms, this can include signage, uniforms, liveries, interior design and branded merchandise. Brand implementation encompasses facets of architecture, product design, industrial design, quantity surveying, engineering, procurement

Brand licensing means renting or leasing of an intangible asset. It is a process of creating and managing contracts between the owner of a brand and a company or individual who wants to use the brand in association with a product, for an agreed period of time, within an agreed territory. Licensing is used by brand owners to extend a trademark or character onto products of a completely d

In marketing and consumer behaviour, brand loyalty refers to a consumer's consistent preference for a particular brand and their commitment to repeatedly purchasing its products or services despite competing alternatives, market changes, or product shortcomings. It may also be reflected in behaviors such as positive word-of-mouth advocacy.

In economics, a budget constraint represents all the combinations of goods and services that a consumer (or other decision-maker) can purchase given current prices and a given level of income or wealth. In consumer theory, the budget constraint and a preference map (or system of indifference curves) are the basic tools used to analyse consumer choice. In the standard two-good case, the b

Business marketing is a marketing practice of individuals or organizations (including commercial businesses, governments, and institutions). It allows them to sell products or services to other companies or organizations, who either resell them, use them in their products or services, or use them to support their work.

Call to action (CTA) is a marketing term for any text designed to prompt an immediate response or encourage an immediate sale. A CTA most often refers to the use of words or phrases that can be incorporated into sales scripts, advertising messages, or web pages, which compel an audience to act in a specific way.

In marketing strategy, cannibalization is a reduction in sales volume, sales revenue, or market share of one product when the same company introduces a new product.

A capital asset is defined as property of any kind held by an assessee. It need not be connected to the assesse's business or profession. The term encompasses all kinds of property, movable or immovable, tangible or intangible, fixed or circulating. Land and building, plant and machinery, motorcar, furniture, jewellery, route permits, goodwill, tenancy rights, patents, trademarks, shares

Capital budgeting in corporate finance, corporate planning and accounting is an area of capital management that concerns the planning process used to determine whether an organization's long term capital investments such as acquisition or replacement of machinery, construction of new plants, development of new products, or research and development initiatives are worth financing through

Capital management refers to the area of financial management that deals with capital assets, which are assets that have value as a function of economic production, or otherwise are of utility to other economic assets. Capital management can broadly be divided into two classes:

Cause marketing is marketing done by a for-profit business that seeks to both increase profits and to better society in accordance with corporate social responsibility, such as by including activist messages in advertising.

A Commodity pool operator (CPO) is an individual or organization that solicits or receives funds to use in the operation of a commodity pool, syndicate, collective investment vehicle, investment trust, or similar structure, specifically for trading (buying and selling) of and in commodity interests. Such commodity interests include commodity futures, swaps, options and/or leverage transa

Community marketing is a strategy to engage an audience in an active, non-intrusive prospect and customer conversation. Whereas marketing communication strategies such as advertising, promotion, PR, and sales all focus on attaining customers, Community Marketing focuses on the needs of existing customers. This accomplishes four things for a business:

Computational finance is a branch of applied computer science that deals with problems of practical interest in finance. Some slightly different definitions are the study of data and algorithms currently used in finance and the mathematics of computer programs that realize financial models or systems.

Concept testing (to be distinguished from pre-test markets and test markets which may be used at a later stage of product development research) is the process of using surveys (and sometimes qualitative methods) to evaluate consumer acceptance of a new product idea prior to the introduction of a product to the market. It is important not to confuse concept testing with advertising testin

Consumer behaviour is the study of individuals, groups, or organisations and all activities associated with the purchase, use and disposal of goods and services. It encompasses how the consumer's emotions, attitudes, and preferences affect buying behaviour, and how external cues—such as visual prompts, auditory signals, or tactile (haptic) feedback—can shape those responses. Consumer beh

Consumer confusion is a state of mind that leads to consumers making imperfect purchasing decisions or lacking confidence in the correctness of their purchasing decisions.

Consumer culture theory (CCT) is the study of consumption from a social and cultural point of view, as opposed to an economic or psychological one.

Consumer neuroscience is the combination of consumer research with modern neuroscience. The goal of the field is to find neural explanations for consumer behaviors in individuals both with or without disease.

Consumer socialization (alternatively spelled socialisation) is the process by which young people acquire skills, knowledge and attitudes relevant to their functioning as consumers in the marketplace. It has been argued, however, that consumer socialization occurs in the adult years as well. This field of study is a subdivision of consumer behavior as its main focus is on how childhood a

Coolhunting is a form of marketing where professionals make observations and predictions based on changes of new or existing "cool" cultural fads and trends. Coolhunting is also referred to as "trend spotting", and is a subset of trend analysis. The term was coined in the early 1990s.

Copy testing is a specialized field of marketing research that determines an advertisement's effectiveness based on consumer responses, feedback, and behavior. Also referred to as pre-testing, it might address all media channels including television, print, radio, outdoor signage, internet, and social media. Research has also examined how copy testing can be incorporated into the selecti

In marketing, corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services. The activities and thinking that go into corporate branding are different from product and service branding because the scope of a corporate brand is typically much broader. Although corporate branding is a distinct activity from product

A corporate identity or corporate image is the manner in which a corporation, firm or business enterprise presents itself to the public. The corporate identity is typically visualized by branding and with the use of trademarks, but it can also include things like product design, advertising, public relations etc. Corporate identity is a primary goal of corporate communication, aiming to

Corporate surveillance describes the practice of businesses monitoring and extracting information from their users, clients, or staff. This information may consist of online browsing history, email correspondence, phone calls, location data, and other private details. Acts of corporate surveillance frequently look to boost results, detect potential security problems, or adjust advertisin

Creations (formerly Creation Club) is a system of microtransactions designed by Bethesda Game Studios for its games Fallout 4, The Elder Scrolls V: Skyrim – Special Edition and Starfield. The system was launched for Fallout 4 on August 29, 2017.

Cross merchandising is the retail practice of marketing or displaying products from different categories together, in order to generate additional revenue for the store, sometimes also known as add-on sales, incremental purchase or secondary product placement. Its main objective is to link different products that complement each other or can logically be used in association. This strateg

Finco Services, Inc., branded as Current, is an American financial services and software development company based in New York City. It provides mobile banking services through its partner banks, Choice Financial Group, and Cross River Bank.

A Customer Advisory Council (also referred to as a Customer Advisory Board or CAB) is a form of market research whereby a group of existing customers is convened on a regular basis to advise company management on industry trends, business priorities, and strategic direction. The CAB differs from traditional focus groups in the following ways:

Customer advocacy is a specialized form of customer service in which companies focus on what is deemed to be best for the customer. It is a change in a company's culture that is supported by customer-focused customer service and marketing techniques.

Customer analytics is the process of using data from customer behavior to support key business decisions through market segmentation and predictive analytics. This information is used by businesses for direct marketing, site selection, and customer relationship management. Customer analytics plays an important role in predicting customer behavior.

Customer experience (CX) refers to the cognitive, emotional, sensory, and behavioral responses of a customer during all stages of interaction with a product or service, including pre-purchase, consumption, and post-purchase.

Customer relationship management (CRM) is a strategic process that organizations use to manage, analyze, and improve their interactions with customers. By using data-driven insights, CRM often involves dedicated information systems that help store and analyze customer data, support communication, and coordinate sales, marketing, and service activities.

In marketing and microeconomics, customer switching or consumer switching describes "customers/consumers abandoning a product or service in favor of a competitor". Assuming constant price, product or service quality, counteracting this behaviour in order to achieve maximal customer retention is the business of marketing, public relations and advertising. Brand switching—as opposed to bra

The denomination effect is a form of cognitive bias relating to currency, suggesting people may be less likely to spend larger currency denominations than their equivalent value in smaller denominations. It was proposed by Priya Raghubir, professor at the New York University Stern School of Business, and Joydeep Srivastava, professor at University of Maryland, in their 2009 paper "Denomi

Diffusion of innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread. The theory was popularized by Everett Rogers in his book Diffusion of Innovations, first published in 1962. Rogers argues that diffusion is the process by which an innovation is communicated through certain channels over time among the participants in a social system. Th

Digital banking is part of the broader context for the move to online banking, where banking services are delivered over the internet. The shift from traditional to digital banking has been gradual, remains ongoing, and is constituted by differing degrees of banking service digitization. Digital banking involves high levels of process automation and web-based services and may include AP

Digital marketing is a component of marketing that uses digital technologies such as desktop computers, mobile phones, and other digital media platforms to promote products and services.

Direct marketing is a form of communicating an offer, where organizations communicate directly to a pre-selected customer and supply a method for a direct response. Among practitioners, it is also known as direct response marketing. In contrast to direct marketing, advertising is more of a mass-message nature.

Disinvestment refers to the use of a concerted economic boycott to pressure a government, industry, or company towards a change in policy, or in the case of governments, even regime change. The term was first used in the 1980s, most commonly in the United States, to refer to the use of a concerted economic boycott designed to pressure the government of South Africa into abolishing its ap

Distribution is the process of making a product or service available for the consumer or business user who needs it, and a distributor is a business involved in the distribution stage of the value chain. Distribution can be done directly by the producer or service provider or by using indirect channels with distributors or intermediaries. Distribution (or place) is one of the four elemen

Dollar-cost averaging (DCA) is an investment strategy which aims to apply value investing principles to regular investment. The term was coined by Benjamin Graham in his 1949 book The Intelligent Investor. Graham writes that dollar-cost averaging "means simply that the practitioner invests in common stocks the same number of dollars each month or each quarter. (The same nomenclature app

Double bottom line (abbreviated as DBL or 2BL) seeks to extend the conventional bottom line, which measures fiscal performance—financial profit or loss—by adding a second bottom line to measure a for-profit business's performance in terms of positive social impact. There is controversy about how to measure the double bottom line, especially since the use of the term "bottom line" implies

In social behavior, downshifting is a trend where individuals adopt simpler lives from what critics call the "rat race".

Drip marketing is a communication strategy that sends, or "drips", a pre-written set of messages to customers or prospects over time. These messages often take the form of email marketing, although other media can also be used. Drip marketing is distinct from other database marketing in two ways: (1) the timing of the messages follows a predetermined course; (2) the messages are dripped

Eco-investing or green investing is a form of socially responsible investing where investments are made in companies that support or provide environmentally friendly products and practices. These companies encourage (and often profit from) new technologies that support the transition from carbon dependence to more sustainable alternatives. Green finance is "any structured financial activ

The efficient-market hypothesis (EMH) is a hypothesis in financial economics that states that asset prices reflect all available information. A direct implication is that it is impossible to "beat the market" consistently on a risk-adjusted basis since market prices should only react to new information.

Employers of last resort (ELR) are employers in an economy to whom workers go for jobs when no other jobs are available; the term is by analogy with "lender of last resort". The phrase is used in two senses:

Engagement marketing is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand or a brand experience. Rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs, developing a relat

Environmental, social, and governance (ESG) is shorthand for an investing principle that prioritizes environmental issues, social issues, and corporate governance. Investing with ESG considerations is sometimes referred to as responsible investing or, in more proactive cases, impact investing. The term is also frequently used interchangeably with corporate social responsibility and susta

In finance, equity is an ownership interest in property that may be subject to debts or other liabilities. Equity is measured for accounting purposes by subtracting liabilities from the value of the assets owned. For example, if someone owns a car worth $24,000 and owes $10,000 on the loan used to buy the car, the difference of $14,000 is equity. Equity can apply to a single asset, such

Ernest Dichter (14 August 1907 in Vienna – 21 November 1991 in Peekskill, New York) was an American psychologist and marketing expert known as the "father of motivational research". Dichter pioneered the application of Freudian psychoanalytic concepts and techniques to business — in particular to the study of consumer behavior in the marketplace. His ideas significantly influenced advert

Ethical marketing refers to the application of marketing ethics into the marketing process. Briefly, marketing ethics refers to the philosophical examination, from a moral standpoint, of particular marketing issues that are matters of moral judgment. Ethical marketing generally results in a more socially responsible and culturally sensitive business community.

Evangelism marketing is an advanced form of word-of-mouth marketing in which companies develop customers who believe so strongly in a particular product or service that they freely try to convince others to buy and use it. The customers become voluntary advocates, actively spreading the word on behalf of the company.

An exchange-traded fund (ETF) is a type of investment fund that is also an exchange-traded product; i.e., it is bought and sold on stock exchanges. ETFs own financial assets such as stocks, bonds, currencies, cryptocurrency, debt, and futures contracts, as well as commodities such as gold bars. ETFs provide more diversification than owning an individual stock and more market liquidity th

Fear of missing out (FOMO) is the feeling of apprehension that one is either not in the know about or missing out on information, events, experiences, or life decisions that could make one's life better. FOMO is also associated with a fear of regret, which may lead to concerns that one might miss an opportunity for social interaction, a novel experience, a memorable event, profitable inv

Finance refers to the management, movement, investment, and raising of money.

Financial crime is any illegal activity involving money, finance or financial systems committed to secure personal or organizational gain. It includes crimes committed against property, involving the unlawful conversion of the ownership of property to one's own personal use and benefit. Financial crime covers a wide spectrum of illicit acts.

Financial deepening is a term used by economists to refer to increasing provision of financial services. It can refer both a wider choice of services and better access for different socioeconomic groups. Financial deepening can have an effect on both individuals' and societies' economic situations.

Financial engineering is a multidisciplinary field involving financial theory, methods of engineering, tools of mathematics and the practice of programming. It has also been defined as the application of technical methods, especially from mathematical finance and computational finance, in the practice of finance.

Financial inclusion is the availability and equality of opportunities to access financial services. It refers to processes by which individuals and businesses can access appropriate, affordable, and timely financial products and services—which include banking, loan, equity, and insurance products. It provides paths to enhance inclusiveness in economic growth by enabling the unbanked po

A financial institution, sometimes called a banking institution, is a business entity that provides service as an intermediary for different types of financial monetary transactions.

Financial management is the business function concerned with profitability, expenses, cash, and credit. These are often grouped together under the rubric of maximizing the value of the firm for stockholders. The discipline is then tasked with the "efficient acquisition and deployment" of both short- and long-term financial resources, to ensure the objectives of the enterprise are achieve

A financial market is a marketplace where the pricing and trade of securities, commodities, currency, derivatives, or other financial products takes place. The term may refer to a specific stock or commodity exchange, or to the general process by which relevant economic activity is organized and carried out.

The industry which has a range of businesses that deal with money like banks, insurance companies, accounting companies, finance companies, taxation, investment funds, credit companies, and few government enterprises is called the finance industry. The activities or services within this industry that cater to the economy of the country are called financial services. Therefore, the econom

Financial technology (abbreviated as fintech) refers to the application of new technologies to products and services in the financial industry. This broad term encompasses a wide array of technological tools in financial services, including mobile banking, online lending platforms, digital payment systems, robo-advisors, and blockchain-based applications such as cryptocurrencies. Financi

Flyposting (also known as bill posting) is a guerrilla marketing tactic where advertising posters (also known as flyers) are put up in public view. In the United States, the technique is commonly referred to as wheatpasting, because wheatpaste is often used to adhere the posters. Posters are often adhered to construction site barricades, building façades and in alleyways.

In marketing and advertising, frequency refers to the number of times a target audience is exposed to a particular message or advertisement within a given time frame. This concept is a fundamental element of marketing communication strategies, aiming to enhance brand recall, create awareness, and influence consumer behavior through repeated exposure.

Gender in advertising refers to the images and concepts in advertising that depict and reinforce stereotypical gender roles. Advertisements containing subliminal or direct messages about physical attractiveness and beauty have been of particular interest regarding their impact on men, women, and youth. Gendered advertisements have and continue to shape what is expected of a distinct gend

Global marketing is defined as "marketing on a worldwide scale reconciling or taking global operational differences, similarities and opportunities to reach global objectives".

In finance, the greater fool theory suggests that one can sometimes make money through speculation on overvalued assets (items with a purchase price drastically exceeding the intrinsic value) if those assets can later be resold at an even higher price.

Greed and fear refer to two opposing emotional states theorized as factors causing the unpredictability and volatility of the stock market, and irrational market behavior inconsistent with the efficient-market hypothesis. Greed and fear relate to an old Wall Street saying : "financial markets are driven by two powerful emotions – greed and fear."

In finance, a growth stock is a stock of a company that generates substantial and sustainable positive cash flow and whose revenues and earnings are expected to increase at a faster rate than the average company within the same industry. A growth company typically has some sort of competitive advantage (a new product, a breakthrough patent, overseas expansion) that allows it to fend off

Guerrilla marketing is an advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a product or service. It is a type of publicity. The term was popularized by Jay Conrad Levinson's 1984 book Guerrilla Marketing.

The study of the history of marketing, as a discipline, is important because it helps to define the baselines upon which change can be recognised and understand how the discipline evolves in response to those changes. The practice of marketing has been known for millennia, but the term "marketing" used to describe commercial activities assisting the buying and selling of products or serv

The history of money is the development over time of systems for the exchange of goods and services. Money is a means of fulfilling these functions indirectly and in general rather than directly, as with barter.

Horizontal integration is the process of a company increasing production of goods or services at the same level of the value chain, in the same industry. A company may do this via internal expansion or through mergers and acquisitions.

Hype in marketing is a strategy of using extreme publicity. Hype as a modern marketing strategy is closely associated with social media.

In-game advertising (IGA) is advertising in electronic games. IGA differs from advergames, which refers to games specifically made to advertise a product. The IGA industry is large and growing.

Industrial design (ID) is the process of identifying problems and creating products, systems, and experiences that make everyday activities more efficient or meaningful. It is the creative act of determining and defining a product's form and features, which takes place in advance of the manufacture or production of the product. Industrial manufacture consists of predetermined, standardiz

Influencer marketing (also known as influence marketing) is a form of social media marketing involving endorsements and product placement from influencers, individuals and organizations who have a purported expert level of knowledge or social influence in their field. Influencers are people (or something) with the power to affect the buying habits or quantifiable actions of others by up