EST. MMXXVIMarketing as a discipline, evidence as its base.7 August 2026 · NL · EN

Concepts · Thinkers

Concept index

Every concept in the curriculum, briefly defined and linked to the lectures that cover it. Follow the cross-connections the module structure does not show.

#
60/40 ruleHEURISTICM4-0450 mentions
95-5 ruleHEURISTICA5-0327 mentions
A
Account-based marketingHEURISTICA5-077 mentions
AdstockFRAMEWORKA3-065 mentions
AnchoringFRAMEWORKF2-0315 mentions
Attention economyFRAMEWORKF7-0631 mentions
AttributionHEURISTICA3-0773 mentions
B
Blue Ocean StrategyHEURISTICA10-028 mentions
Brand architectureFRAMEWORKF5-0917 mentions
Brand associationsFRAMEWORKF5-0320 mentions
Brand awarenessFRAMEWORKF5-0232 mentions
Brand building and activationFRAMEWORKF7-03139 mentions
Brand equityFRAMEWORKF5-0148 mentions
Brand healthFRAMEWORKF5-1161 mentions
Brand loyaltyFRAMEWORKF2-1052 mentions
Brand protectionFRAMEWORKM3-049 mentions
Brand valuationFRAMEWORKF5-138 mentions
BriefingHEURISTICF10-0452 mentions
Business Model CanvasHEURISTICA10-055 mentions
Buying groupFRAMEWORKA5-049 mentions
C
Case-study methodMETAM6-011 mention
Category entry pointsLAWA1-0756 mentions
CBBE pyramidFRAMEWORKF5-0311 mentions
Choice architectureFRAMEWORKF2-1114 mentions
Click-through rateHEURISTICF8-0614 mentions
Competitive advantageFRAMEWORKM3-0129 mentions
Consideration setFRAMEWORKF2-0513 mentions
Content marketingHEURISTICF8-0714 mentions
Creative commitmentHEURISTICA2-065 mentions
Creative effectivenessFRAMEWORKA2-0131 mentions
Customer acquisition costFRAMEWORKF9-0413 mentions
Customer lifetime valueFRAMEWORKF9-0317 mentions
Customer personaHEURISTICF4-0812 mentions
D
Diagnosis, strategy, tacticsFRAMEWORKF12-012 mentions
Diffusion of innovationsFRAMEWORKA7-0310 mentions
Disruption theoryHEURISTICA10-0423 mentions
Distinctive brand assetsLAWA1-06116 mentions
Double jeopardyLAWA1-0279 mentions
Duplication of purchaseLAWA1-0821 mentions
E
Effective frequencyFRAMEWORKA3-043 mentions
Effectiveness crisisFRAMEWORKM4-0225 mentions
Empirical generalisationMETAA1-0110 mentions
ESOVFRAMEWORKA3-0341 mentions
F
FMCGMETAM1-0279 mentions
Focus groupFRAMEWORKF3-0217 mentions
G
GDPRLAWF11-0310 mentions
GoodhartHEURISTICA9-086 mentions
GreenwashingFRAMEWORKF11-045 mentions
H
Halo effectFRAMEWORKF2-0329 mentions
Hofstede dimensionsHEURISTICA6-038 mentions
I
IncrementalityFRAMEWORKA3-0721 mentions
Innovation funnelFRAMEWORKA7-022 mentions
J
Jobs-to-be-DoneHEURISTICA10-0310 mentions
L
Loss aversionFRAMEWORKF2-0312 mentions
M
Marketing funnelHEURISTICF8-0633 mentions
Marketing mixFRAMEWORKF6-0124 mentions
Marketing mix modellingFRAMEWORKA3-0623 mentions
Media planningFRAMEWORKF7-0823 mentions
Mental accountingFRAMEWORKA4-025 mentions
Mental availabilityLAWA1-04155 mentions
N
NBD-DirichletLAWA1-0133 mentions
P
Paradox of choiceHEURISTICF2-114 mentions
Penetration imperativeFRAMEWORKF4-04135 mentions
Perceived qualityFRAMEWORKF5-0215 mentions
Performance marketingHEURISTICF9-0422 mentions
PersonalisationHEURISTICA9-0316 mentions
Physical availabilityLAWA1-0582 mentions
PositioningFRAMEWORKF4-05105 mentions
Pre-testingHEURISTICA2-0712 mentions
Price architectureFRAMEWORKA4-0515 mentions
Price elasticityFRAMEWORKA4-0124 mentions
Price promotionFRAMEWORKA1-0931 mentions
Pricing researchFRAMEWORKA4-0410 mentions
Private labelFRAMEWORKA8-0445 mentions
Product-led growthHEURISTICA7-076 mentions
ProgrammaticFRAMEWORKF8-0527 mentions
Q
Qualitative researchFRAMEWORKF3-0212 mentions
Quantitative researchFRAMEWORKF3-039 mentions
R
RAPIDHEURISTICM2-04
Reference priceFRAMEWORKA4-0218 mentions
Retail mediaHEURISTICA8-0615 mentions
Retention and churnFRAMEWORKA1-0356 mentions
ROMIFRAMEWORKF9-029 mentions
S
SampleFRAMEWORKF3-0549 mentions
Sector triptychFRAMEWORKM1-019 mentions
SegmentationFRAMEWORKF4-0254 mentions
Share of searchHEURISTICF5-118 mentions
Social proofFRAMEWORKF2-048 mentions
Standardisation versus adaptationFRAMEWORKA6-022 mentions
STPFRAMEWORKF4-0116 mentions
Strategy choice cascadeFRAMEWORKM2-037 mentions
SurveyFRAMEWORKF3-0464 mentions
Survivorship biasFRAMEWORKF3-0516 mentions
Synthetic researchHEURISTICA9-052 mentions
System 1 and System 2FRAMEWORKF2-0253 mentions
T
TriangulationFRAMEWORKF3-0815 mentions
V
Value-based pricingFRAMEWORKA4-037 mentions
W
Wear-in and wear-outFRAMEWORKA2-093 mentions

Thinkers

Andrew EhrenbergMETA111 mentions
Byron SharpMETA196 mentions
Daniel KahnemanMETA53 mentions
Les Binet and Peter FieldMETA107 mentions
Mark RitsonMETA73 mentions
Peter DruckerMETA6 mentions
Philip KotlerMETA37 mentions
Richard RumeltMETA29 mentions
Theodore LevittMETA13 mentions

Institutes

B2B InstituteMETA27 mentions
Ehrenberg-Bass InstituteMETA65 mentions
IPA Effectiveness DatabankMETA131 mentions