** Chapter - 01: Introduction - An overview of business and marketing models; ** Chapter - 02: The 4Ps - How to design your marketing mix; ** Chapter - 03: ADL matrix - Strengthening a product portfolio or strategic business units; ** Chapter - 04: AIDA - A business model for improving marketing communications; ** Chapter - 05: Ansoff matrix - How to grow your company; ** Chapter - 06: Benchmarking - Setting targets for business and marketing KPIs; ** Chapter - 07: Blue ocean strategy - Kick-starting innovation and new product development; ** Chapter - 08: Boston Consulting Group (BCG) matrix - Planning a product portfolio or multiple strategic business units; ** Chapter - 09: Brand audit - Improving the strength of a brand; ** Chapter - 10: Competitive intelligence - Assessing market strengths and weaknesses; ** Chapter - 11: Conjoint analysis - Assessing optimum pricing and the value of component parts; ** Chapter - 12: Customer journey maps - Assessing the current performance of marketing and sales processes; ** Chapter - 13: Customer lifetime value - Estimating customer spend over their lifetime with the company; ** Chapter - 14: Customer value proposition - Creating a compelling purchase motive; ** Chapter - 15: Diffusion of innovation - Launching new products and services; ** Chapter - 16: Directional policy matrix - How to prioritize segments or new ideas; ** Chapter - 17: Disruptive innovation model - Identifying unique ways of beating the competition; ** Chapter - 18: Edward de Bono''s six thinking hats - Brainstorming problems and generating new ideas; ** Chapter - 19: EFQM excellence model - Improving an organization''s quality and performance; ** Chapter - 20: Four corners - Analysing competitor strategies; ** Chapter - 21: Gap analysis - Improving areas of weakness in a company; ** Chapter - 22: Greiner''s growth model - Recognition and transition through different phases of company growth; ** Chapter - 23: Kano model - Identifying purchase motivations; ** Chapter - 24: Kotler''s five product levels - Adding value to a product or service; ** Chapter - 25: Market sizing - Assessing the size and value of a served or potential market; ** Chapter - 26: Maslow''s hierarchy - Differentiating market positioning; ** Chapter - 27: McKinsey 7S - A company ''health check'' audit tool; ** Chapter - 28: Mintzberg''s 5Ps for strategy - Devising a competitive strategy; ** Chapter - 29: MOSAIC - Setting objectives for current and potential opportunities and how to reach them; ** Chapter - 30: Net Promoter Score® - A tool for driving customer excellence; ** Chapter - 31: New product pricing (Gabor-Granger and van Westendorp) - Pricing new products; ** Chapter - 32: Personas - Improving the focus of marketing messages; ** Chapter - 33: PEST - Assessing four major macro factors that shape a company''s future; ** Chapter - 34: Porter''s five forces - Assessing five economic factors for competitive intensity; ** Chapter - 35: Porter''s generic strategies - Pinpointing the strongest competitive position; ** Chapter - 36: Price elasticity - Outlining opportunities for raising or lowering prices; ** Chapter - 37: Price quality strategy - Guiding a company''s pricing strategy; ** Chapter - 38: Product life cycle - Determining a long-term product strategy; ** Chapter - 39: Product service positioning matrix - Positioning products according to quality and service value; ** Chapter - 40: Segmentation - Using customer groups to gain competitive advantage; ** Chapter - 41: Service profit chain - Connecting employee satisfaction and performance with company profits; ** Chapter - 42: SERVQUAL - Aligning customer expectations and company performance; ** Chapter - 43: SIMALTO - Identifying the customer value placed on product or service improvements; ** Chapter - 44: Stage gate new product development - Planning the development and launch of new products and services; ** Chapter - 45: SWOT analysis - Analysing growth opportunities at product, team or business level; ** Chapter - 46: System 1 and System 2 thinking - Identifying the emotional forces that drive decisions; ** Chapter - 47: USP - Pinpointing the unique selling point of a product or service; ** Chapter - 48: Value-based marketing - Adding value to products and services to improve profitability; ** Chapter - 49: Value chain - Identifying product or service value during the manufacturing process; ** Chapter - 50: Value equivalence line - Managing price and product benefits in a business strategy; ** Chapter - 51: Value net - How to benefit from competitor collaboration.