Brand management is a function of marketing that uses techniques to increase the perceived value of a product line or brand over time.

A business strategy known as online-to-offline (O2O) commerce encourages consumers to visit physical stores to make purchases.

Micromarketing is a type of advertising that focuses on appealing to a small, niche market.

Advertising campaigns spread the word about products via a variety of media, including print, radio, television, and online platforms.

The term brand personality refers to a set of human characteristics that are attributed to a brand name.

Any form of marketing that communicates or distributes with consumers directly, as opposed to indirectly through a third party like the media, is considered direct marketing.

As marketing continues to evolve in the 21st century, one of the most successful concepts has been holistic marketing, a strategy to move marketing beyond the marketing department to an enterprise-wide role in strategy for all business functions.

The goal of market segmentation—the process of dividing a target market into smaller, defined subgroups of customers with shared characteristics—is to identify the subgroups with the highest potential for profit or growth.