Group of firms offering a product or class of products that are close substitutes for one another

Elaborates on product or service attributes or benefits, assuming that consumers will process the communication very logically

A special case of co-branding that creates brand equity for materials, components, or parts contained in a branded product

Any good, service, or idea that someone perceives as new, no matter how long its history

The spread of a new idea from its source of invention or creation to its ultimate users or adopters

Materials management, material flow systems, and physical distribution, aided by information technology

Mixing and matching marketing activities to maximize their individual and collective effects

Marketing channel in which the strategies and tactics of selling through one channel reflect the strategies and tactics of selling through one or more other channels

A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time

Channel strategy in which the producer places its offerings in as many outlets as possible

Element of holistic marketing that involves hiring, training, and motivating able employees who want to serve customers well

Advertisements, often with video or animation, which pop up between changes on a Web site