📣 Marketing — Map of Content
Marketing is the process of identifying, creating, communicating, and delivering value to customers and managing relationships in ways that benefit the organization.
Strongest at: Kellogg · HBS · Wharton
🎯 Core Marketing Strategy
- STP Framework — Segmentation, Targeting, Positioning (the foundation)
- 4Ps of Marketing — Product, Price, Place, Promotion
- Customer Lifetime Value — CLV/LTV calculation and strategy
- Brand Equity — How brands create financial value
- Jobs to Be Done — Why customers really buy your product
🧠 Consumer Behavior
- Consumer Decision Journey — How buyers move from awareness to purchase
- Behavioral Economics in Marketing — Nudges, anchoring, loss aversion
- Customer Segmentation — Demographic, psychographic, behavioral
💰 Pricing Strategy
- Pricing Strategies — Value-based, cost-plus, competitive pricing
- Price Elasticity of Demand — How quantity responds to price changes
- Price Discrimination — Versioning, bundling, yield management
- Freemium Model — Free tier + paid conversion
📢 Brand & Communications
- Brand Equity — Building and measuring brand value
- Brand Architecture — Branded house vs. house of brands
- Integrated Marketing Communications — Coordinating channels
- Net Promoter Score — Measuring customer advocacy
📱 Digital Marketing
- Growth Hacking — Viral loops and acquisition funnels
- SEO & Content Marketing — Organic acquisition
- Customer Acquisition Cost — CAC and unit economics
- Product-Market Fit — Finding it and knowing you have it
🔧 Key Marketing Metrics
| Metric | Formula |
|---|---|
| CLV | (Avg Revenue/Customer × Gross Margin) / Churn Rate |
| CAC | Total Marketing Spend / New Customers Acquired |
| NPS | % Promoters − % Detractors |
| LTV/CAC | CLV / CAC (> 3 is healthy) |
| Payback Period | CAC / (Monthly Revenue × Gross Margin) |
📚 Essential Books
- Marketing Management — Philip Kotler (the “bible”)
- Positioning — Al Ries & Jack Trout
- Crossing the Chasm — Geoffrey Moore
- Building a StoryBrand — Donald Miller
- Influence — Robert Cialdini
🏫 School Spotlights
- Kellogg: #1 for marketing globally; MKTG 430, 431, 530 deep dives
- HBS: Case-heavy; P&G, Apple, Dove brand cases iconic
- Wharton: Quantitative marketing analytics; pricing rigor
- Stanford GSB: Customer development, product-market fit, entrepreneurial marketing
📚 Case Studies
- Airbnb Growth Hacking
- Cola Wars Coca-Cola vs Pepsi
- Dollar Shave Club
- Dove Real Beauty Campaign
- Glossier DTC Model
- Harley Davidson Brand Community
- Nike Colin Kaepernick Ad
- Old Spice Rebranding
- Sephora Omnichannel Strategy
- Starbucks Delivering Customer Service
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