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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

A
AAU
Abandonment
ABC
Above the Line
ACASI
Accordian Insert
Account executive
ACORN
Acquisition Cost
Adhoc survey/ research
Adjacency
Adoption theory
Advertising
Advertising agency
Advertising agency organisation
Advertising agency remuneration
Advertising agency selection
Advertising allowance
Advertising brief
Advertising campaign
Advertising campaign objectives
Advertising elasticity 
Advertising medium
Advertising objectives
Advertising plan
Advertising research
Advertising speciality
Advertising Standards Authority (ASA)
Advertorial
Advocacy advertising
Advocate revenue
Aerial advertising
Affiliate programme
Affinity marketing
After-sales service
Agat line
Agent
AIDA
Ambient media
Ambush marketing
American Marketing Association code of ethics
Ansoff matrix
Art director
ASA
Asset-led marketing
Assimilation
Assumptive close
Attitudinal scaling
Attrition rates
Audience accumulation
Audience composition
Audience duplication
Audience profile
Audience research
Audit 
Audit Bureau of circulation
Augmented product

B
Backgrounder
Bait pricing
Banded offer/pack
Bandwidth
Banner ad
Barksdale and Harris combined portfolio analysis
Beacon pages
Behavioural segmentation
Below the line
Benchmark
Benefit segmentation
Berry, Leonard L
Bias
Billboards
Bingo card
Black matter
Bleed
Blind ad
Blind test 
Blocking chart
Blow-in card
Blue line proof
Blurb
Body copy
Bogoff
Boilerplate
Boston Growth Matrix
Bounce back
Boutique agency
BRAD
Brand
Brand association
Brand cannibalisation
Brand challenger
Brand conditioning
Brand development index (BDI)
Brand development strategy cycle
Brand differentiation
Brand equity
Brand essence
Brand extension
Brand follower
Brand identity
Brand image
Brand leader
Brand loyalty
Brand manager
Brand mark
Brand name
Brand personification
Brand placement
Brand positioning
Brand pyramid
Brand segmentation
Brand strength
Brand switching
Brand valuation
Brand valuation methodology
Brand values
Branding
BRC
Bricks and clicks
British Code of Advertising, Sales Promotion and Direct Marketing
British rate and data
Broadsheet
Broadside
Bulk mailing
Bundling
Buried ad
Buried offer
Business reply card
Buyer behaviour
Buying intent
Buying service
Buying signal

C
Call centres
Call to action
CAPI
Card rate
Cartoon tests
Cash cow
CASIE
Category development index
CATI
Causation
Cause related marketing (CRM)
CDI
Census area (US)
Census divisions (US)
Census regions (US)
Census tract (US)
Channel captain
Channel management
Cheshire
Churning
Circulation/audit
Classified Advertising
Clicks and mortar
Clickstream
Click through rate
Client publics
Closed questions
Closing 
Cluster
Cluster analysis
Cluster sampling
Clutter 
Coated stock
Cognitive dissonance
Cold call
Collateral materials
Combination rate
Commercialization
Competitive advantage
Competitive advertising
Competitive analysis
Competitive information system (CIS)
Competitive intelligence
Competitive orientation
Competitive pricing
Competitive strategy
Competitor profile analysis
Compiled lists
Completion rate
Complex segmentation
Compulsive consumption
Concentrated marketing
Concept testing
Conjoint analysis
Consumer Expenditure Survey (CEX) (US)
Consumer market
Consumer orientation
Consumer panels
Consumer Price Index (CPI) (US)
Consumer profiles
Consumerism
Continuity programme
Continuous advertising
Continuous data
Contra
Control group
Controlled circulation
Convenience products
Conversion
Conversion rate
Cookie
Cooperative advertising
Copy
Copy testing
Copy writer
Core product
Corporate branding
Corporate hospitality
Corporate identity
Corporate image
Corporate marketing
Corporate sponsorship
Corporate strategy
Corporate VMS
Cost comparison indicator
Cost leadership
Cost per acquisition (CPA)
Cost per lead (CPL)
Cost per order (CPO)
Cost per rating point/cost per percentage point (CPP)
Cost per sale (CPS)
Cost per thousand (CPT)/cost per million (CPM)
Cost-plus pricing
Counter advertising
Coupon
CPA
CPC 
CPM/CPT
CPTM
Creative(s)
Creative director
CRM
Cross elasticity
Cross-selling
Cumes
Customer acquisition cost
Customer loyalty
Customer relationship management (CRM)
Customer retention
Customisation

D
DAGMAR
Data marts
Data mining
Data protection
Data Protection Act 1998 (UK)
Data warehousing
Database marketing
Dealer loaders
Decision making units (DMUs)
Decline
Decoy
De-dupe
Delphi technique
Demographic segmentation
Demographics
Dependent variable
Depth interview
Descriptive research
Desk research
Developmental relationship marketing (DRM)
Diary panel
Dichotomous question
Differential pricing
Differentiated marketing
Diffusion
Direct channel
Direct mail
Direct marketing
Discretionary income
Discretionary market
Disguised/undisguised question
Display advertising
Disposable income
Distribution
Distribution, direct
Distribution, indirect
Distribution, multiple
Distribution research
Dog
Dot-com Pure Play
Double permission marketing
Double truck/centre spread
Drive times
Drucker, Peter
Dual branding
Dummy
Dumping

E
Economies of scale
Electronic point of sale
Electronic trading exchange
Email
E-marketing (Internet Marketing)
E-metrics
End matter
Environmental scanning
EPOS
E-retailer
E-shopping
E-tailer
E-testing
Ethics/social responsibility
Exhibitions
Experimentation
E-zine

F
Family branding
Family life cycle
Fast moving consumer goods
Fill-in
Five Forces (SLEPT/PEST/STEEPLE)
Five Ps
FMCGs
Focus group
Four Ps
Fractional ad
Fragmented market
Franchising
Freelancer
Frequency
Frequency cap
Front matter
Fullfilment piece

G
Gantt chart
Gap analysis
Gatekeeper
General Electric Screen Matrix
Generic brands
Geo-demographic segmentation
Geographic segmentation
Globalisation
Green marketing
Growth stage
Guerrilla marketing
Gutter

H
Halo effect
Harris and Ogbonna
Hiatus
Hierarchy of effects
Hierarchy of needs
Hits
Hooley, Lynch and Shepherd
Horizontal marketing management
Horizontal publication
House agency
Hybrid marketing channels
Hybrid segmentation

I
Ideation
Image advertising
Impression
Incentive-base system
Independent Television Commission
Index numbers
Indirect headlines
Indirect online contribution
Industrial advertising
Infomercial
In-house agency
Innovation-adoption model
Inquiry test
Insertion advertising
Insertion order
Integrated marketing communication (IMC)
Interactive marketing
Internal analysis
Internal marketing
International marketing
Interpretivist research
Interruption marketing
Interstitial advertisement
Introduction stage
Island display
ITC

J
Jaworski and Kohli
Jingles
Junk mail

K
Kelly Repertory Grid
Kerning
Key phrases/key words
Keyed advertisement
Kotler, Philip

L
Ladder of customer loyalty
Laddering
Laggards
Lavidge and Steiner
Lead tracking
Leading
Leave-behind
Levitt, Theodore
Life cycle
Lifestyle
Lifestyle research
Lifetime value
Likert scale
Link popularity
List broker
List rental
Little Matrix 
Location-based marketing
Logo
Longitudinal study
Loss leader
Loyalty
Loyalty programmes
Loyalty value

M
Macro-marketing
Market
Market challenger
Market development
Market follower
Market leader
Market nicher
Market orientation
Market penetration
Market pioneer
Market research
Market segment
Market segmentation
Market share
Marketing audit
Marketing communications
Marketing concept/philosophy
Marketing information system (MkIS)
Marketing mix
Marketing myopia
Marketing plan
Marketing research 
Marketing research design
Marketing research vs. market research 
Marketing strategies
Markov model
Maslow, Abraham
Mass customization
Mass marketing
Mass merchandising concept
Maturity stage
McKenna, Regis
M-Commerce
MEAL
Media
Media kit
Media plan
Media release
Media research
Merge/purge
Micro-marketing
Minority marketing
Mixed-mode buying
MOSAIC T
Multidimensional Scaling
Multiple-choice questions
Multi-segment strategy
Mystery shopper

N
Nader, Ralph
Narrowcasting
Narver and Slater
Network marketing
New product development
New product launch
Niche marketing
Nielsen Retail Index
Noise
Non-price competition
Non-probability sample

O
Observation research
Odd-even pricing
Off-peak pricing
Omnibus survey
On-pack offer
Open-ended questions
Opportunity cost
Opt-in email/mail
Orders per 1000
Osgood's semantic differential scale
Own label/brand

P
Packaging
Packaging tests
Paid circulation
Paid listing
Panel
Pareto analysis
Party plan
Pay-per-click advertising
Pay-per-click search engine
Penetration
Penetration pricing
Perceived value pricing
Permission marketing
Personal interviews
Personal selling
Personalisation
PEST
Piggyback
PIMS
Place
Plug
Point of purchase
Point of sale
Porter, Michael
Porter's Five Forces model
Position charge
Positioning
Positivist research
Post-purchase evaluation
Post-test
Postal research
Postal walk
Predatory pricing
Pre-launch
Premiums
Press release
Press tour
Prestige pricing
Pre-test
Price
Price bundling
Price elasticity
Price sensitivity
Price skimming
Pricing research
Pricing strategies/policies
Primary data
Primary research
Prime time
Probability sample
Problem child/question mark/wild cat
Product
Product adoption process
Product differentiation
Product life cycle
Product life cycle marketing research process
Product line
Product line depth
Product line extension
Product line featuring
Product line filling
Product line pricing
Product line stretching
Product line width
Product mix
Product placement
Product portfolio
Product portfolio analysis
Product positioning
Product recall
Product repositioning
Product research
Profit impact of marketing strategies (PIMS)
Projective technique
Promotion
Promotional budget
Promotional mix
Prospecting
Psychographics
Psychological pricing
Public relations
Publicity
Pull quote
Pull strategy
Push strategy
Pyramid selling

Q
Qualitative research
Quantitative research
Questionnaire
Quota sample

R
Random sampling
Rank order scaling
Rating point
Rating scale
Raw data
Reach
Reactive marketing
Recall
Recency
Recency, Frequency and Monetary Value model
Reference group
Reintermediation
Relationship marketing
Remnant space
Repositioning
Research design
Response rate
Retention rates
Rollout
Run of paper
Run of schedule/station (ROS)

S
Sagacity
Sales promotion
Sales territories
Salting
Sample
Sampling error
Sampling frame
Screening
Seasonal rating adjustment
Secondary data
Secondary research
Seeding
Segment
Segmentation
Self-liquidating offer
Self-mailer
Selling, inside
Selling, outside
Semantic differential scale
Seven Ps
Shelf talker
Shell directional policy matrix
Short rate
SIC
Skew
Skyscraper
Slotting allowance
SMART
Social class
Social marketing
Social responsibility marketing
Societal marketing
Socio-cultural
Solus
Spam
Spamdexing
Spamming
Split run test
Sponsorship
Standard industrial classification
Stapel scale
Star
Stickiness
Storyboard
Stratified sample
SUPERPROFILES
SWOT Analysis
Syndicated research

T
Tag line
Target market/audience
Target pricing
Teaser
Telemarketing
Telephone research
Test marketing 
Testimonial advertising
Tracking study
Trade advertising
Trade Marks Act 1994
Traffic
Transfer pricing

U
Unaided recall
Unique selling proposition

V
VALS 
Venture team
Vertical marketing system (VMS)
Vertical marketing system, administered
Vertical marketing system, contractual
Vertical marketing system, corporate
Vertical publication
Viral marketing

W
Wheel of retailing
Wild posting/advertising
Word-of-mouth communication

Z
Zapping and zipping
Zero level channel
Zone of Acceptance
Zone Pricing

Numbers
4Cs
4Ps
4Ss
5Ps
7Ps