01 Introduction: an overview of business and marketing models
02 The 4Ps: how to design your marketing mix

What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

03 ADL matrix: strengthening a product portfolio or strategic
business units
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about

04 AIDA: a business model for improving marketing
communications
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

05 Ansoff matrix: how to grow your company

What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

06 Benchmarking: setting targets for business and marketing
KPIs
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

07 Blue ocean strategy: kick-starting innovation and new
product development
What the model looks like and how it works

The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

08 Boston Consulting Group (BCG) matrix: planning a product
portfolio or multiple strategic business units
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

09 Brand audit: improving the strength of a brand
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Note

10 Competitive intelligence: assessing market strengths and
weaknesses
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about

Notes

11 Conjoint analysis: assessing optimum pricing and the value of
component parts
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

12 Customer journey maps: assessing the current performance
of marketing and sales processes
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Note

13 Customer lifetime value: estimating customer spend over
their lifetime with the company
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Note

14 Customer value proposition: creating a compelling purchase
motive
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

15 Diffusion of innovation: launching new products and services

What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

16 Directional policy matrix: how to prioritize segments or new
ideas
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Note

17 Disruptive innovation model: identifying unique ways of
beating the competition
What the model looks like and how it works

The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

18 Edward de Bono’s six thinking hats: brainstorming problems
and generating new ideas
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

19 EFQM excellence model: improving an organization’s quality
and performance
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

20 Four corners: analysing competitor strategies
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about

Notes

21 Gap analysis: improving areas of weakness in a company
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

22 Greiner’s growth model: recognition and transition through
different phases of company growth
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Note

23 Kano model: identifying purchase motivations
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

24 Kotler’s five productlevels: adding value to a product or
service

What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

25 Market sizing: assessing the size and value of a served or
potential market
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Note

26 Maslow’s hierarchy: differentiating market positioning
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

27 McKinsey 7S: a company ‘health check’ audittool
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about

Notes

28 Mintzberg’s 5Ps for strategy: devising a competitive strategy

What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

29 MOSAIC: setting objectives for current and potential
opportunities and how to reach them
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Note

30 Net Promoter Score®: a tool for driving customer excellence

What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

31 New product pricing (Gabor–Granger and van Westendorp):
pricing new products

What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

32 Personas: improving the focus of marketing messages
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

33 PEST: assessing four major macro factors that shape a
company’s future
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

34 Porter’s five forces: assessing five economic factors for
competitive intensity
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action

Some things to think about
Notes

35 Porter’s generic strategies: pinpointing the strongest
competitive position
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

36 Price elasticity: outlining opportunities for raising or lowering
prices
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

37 Price quality strategy: guiding a company’s pricing strategy
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

38 Productlife cycle: determining a long-term product strategy

What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

39 Product service positioning matrix: positioning products
according to quality and service value
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about

40 Segmentation: using customer groups to gain competitive
advantage
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

41 Service profit chain: connecting employee satisfaction and
performance with company profits
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action

Some things to think about
Notes

42 SERVQUAL: aligning customer expectations and company
performance
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Note

43 SIMALTO: identifying the customer value placed on product
or service improvements
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about

44 Stage gate new product development: planning the
development and launch of new products and services
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about

45 SWOT analysis: analysing growth opportunities at product,
team or business level

What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

46 System 1 and System 2 thinking: identifying the emotional
forces that drive decisions
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

47 USP: pinpointing the unique selling point of a product or
service
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

48 Value-based marketing: adding value to products and services
to improve profitability
What the model looks like and how it works
The origins of the model
Developments of the model

The model in action
Some things to think about
Notes

49 Value chain: identifying product or service value during the
manufacturing process
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

50 Value equivalence line: managing price and product benefits
in a business strategy
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes

51 Value net: how to benefitfrom competitor collaboration
What the model looks like and how it works
The origins of the model
Developments of the model
The model in action
Some things to think about
Notes