In this glossary are comprised all the key business terms to understand any business model
Updated October 2026 · reviewed for today In short The marketing mix is the set of decisions a business controls to bring an offer to a target market, usually grouped as the 4 Ps: product, price, place and promotion. Neil Borden set out the concept in a 1964 Journal of Advertising Research article, “The Concept […]
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Updated October 2026 · reviewed for today In short Cost leadership is a competitive strategy in which a firm aims to be the lowest-cost producer in its industry while serving a broad market, so it can match rivals on price and still earn a margin, or undercut them. It is one of the three generic
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In short Influencer marketing is brands paying creators to reach and persuade the creators’ audiences. IAB estimated US creator ad spend at $37B in 2025, up from $13.9B in 2021 (IAB); Influencer Marketing Hub put the global influencer marketing market at $32.55B in 2025 (estimate). Money flows from brands, often through agencies and creator marketplaces,
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BUSINESS CONCEPT What Is Affiliate Marketing Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of
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BUSINESS CONCEPT What Is Multi-level Marketing Multi-level marketing (MLM), otherwise known as network or referral marketing, is a strategy in which businesses sell their products through person-to-person sales. When consumers join MLM programs, they act as distributors . Distributors make money by selling the product directly to other consumers. They earn a small percentage of
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BUSINESS CONCEPT What Is Guerrilla Marketing Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and
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BUSINESS CONCEPT What Is Ambush marketing As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts
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Last Updated: April 2026 Framework Porters Generic Strategies Key elements and framework breakdown Origin Overview Key Elements How It Works Generic Strategies Applications Benefits Drawbacks Key Elements Origin Introduced by Michael E. Porter in his 1985 book "Competitive Advantage." Overview Porter's Generic Strategies are a set of fundamental business strategies that organizations can adopt to
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In short Inbound marketing attracts buyers with useful content and free tools instead of interrupting them with ads, then converts, closes and keeps them. HubSpot, whose founders wrote Inbound Marketing, runs the method at scale: 288,706 customers at end-2025 (+16%), $11,414 average subscription revenue per customer, and sales and marketing down to 44.1% of revenue
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BUSINESS CONCEPT What Is Relationship Marketing Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales. Relationship marketing starts with a business understanding
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