This is a sub-set of the marketing discipline that entails industry-specific tailoring, positioning and promoting a company’s products/services.

In marketing, there are three types of influencers (someone who has an impact on the decisions made by others):
1.     Influencer (buying role): a person whose views influence others in making a purchase decision.
2.     Influencer (topical): a person with knowledge and expertise in a particular topic and is sought out for their advice and guidance.
3.     Influencer (social media): a person who makes regular posts within social media channels through which they have established a large following of enthusiastic, engaged people who pay close attention to this person’s views.

This is a marketing approach that focuses on leveraging individuals who have influence over potential buyers, and centering marketing activities on these individuals so as to drive a brand message to the wider market. 

This is a coherent mix of marketing communications activities, techniques, and media, which is designed to deliver a coordinated message to a target market and having a powerful or synergistic effect, while achieving a common objective or set of objectives.

This is the acquisition or development of businesses that are related to the company’s current businesses as a way of increasing sales and/or profit and of gaining greater control. Integration is of three types: backward integration, forward integration, and horizontal integration.  • See Also: Backward Vertical Integration, Forward Vertical Integration

A lead is a person or business who shows interest in a brand’s products/services, meaning they could be a potential customer.

This is the process of collecting contact information and identifying from among it potential sales leads.

This refers to a brand that is marketed in and/or developed for a relatively small and specific geographical area. • See Also: Global Brand

This is the group of uncontrollable forces and conditions facing a person or a company, including demographic, economic, natural, technological, political, and cultural forces.