The Busy Consultant’s Guide to Marketing Frameworks is a practical, no-nonsense reference for consultants and executives who need the right marketing model at their fingertips—fast. Spanning the full arc of modern marketing, from foundational go-to-market thinking and market analysis to branding, growth, pricing, sales, analytics, and transformation, the guide curates hundreds of the most useful, battle-tested frameworks in one place. Designed for real client work rather than theory, it helps readers quickly diagnose problems, structure analyses, communicate clearly, and make confident decisions across industries and contexts. Whether you’re shaping strategy, pressure-testing a plan, or preparing for a client conversation, this book is a trusted companion for clear thinking under time constraints.
Table of Contents
Table of Contents
Foundational marketing & go‑to‑market frameworks
- 4Ps of Marketing (Product, Price, Place, Promotion)
- 5Ps of Marketing
- 7Ps / Extended Marketing Mix
- 4Cs Marketing Mix (Customer solution, Cost, Convenience, Communication)
- SAVE Framework (Solution, Access, Value, Education)
- STP Framework (Segmentation, Targeting, Positioning)
- AIDA Model
- AIDAS Model
- Hierarchy of Effects Model (Lavidge–Steiner)
- DAGMAR Model
- Classic Purchase Funnel (Awareness–Interest–Desire–Action)
- Brand / Marketing Funnel (Awareness–Consideration–Preference–Purchase–Loyalty)
- McKinsey Consumer Decision Journey / Loyalty Loop
- 3Cs Framework (Company, Customer, Competitor – Ohmae)
- 5Cs Analysis (Company, Customers, Competitors, Collaborators, Context)
- Market–Product Matrix
- Core Competence Framework (Prahalad & Hamel)
- Blue Ocean Strategy Value Curve
- Value Proposition Statement Framework (For [target] who [need]…)
- Jobs-To-Be-Done (JTBD) Framework
Market, portfolio & environmental analysis frameworks
- Ansoff Product–Market Growth Matrix
- BCG Growth–Share Matrix
- GE–McKinsey Portfolio Matrix
- Market Attractiveness vs Competitive Strength Matrix
- Product Life Cycle (PLC) Model
- Technology Adoption Life Cycle
- Diffusion of Innovations Curve (Rogers)
- Porter’s Generic Strategies Framework
- Porter’s Value Chain
- Three Horizons of Growth (McKinsey)
- Scenario Planning Framework
- Market Entry Mode Matrix
- Bowman’s Strategic Clock
- Strategic Group Mapping
- Category Role Framework (e.g., Destination, Routine, Seasonal, Convenience)
- Category Management 8‑Step Process
- Route‑to‑Market Design Framework
- Omni‑Channel Maturity Model
- Profit Pool Mapping Framework
- Industry Life Cycle Model
External & competitive analysis frameworks
- SWOT Analysis
- TOWS Matrix
- PEST Analysis
- PESTEL / PESTLE Analysis
- STEEP / STEEPLE Analysis
- Porter’s Five Forces
- Competitive Positioning Map (e.g., Price vs Benefit)
- Strategic Canvas / Value Curve (Blue Ocean)
- Stakeholder Mapping (Power–Interest Matrix)
- Issue Impact–Uncertainty Matrix
- Market Attractiveness–Risk Matrix
- Competitor Response Profile Framework
- Benchmarking Framework
- War‑Gaming / Competitive Simulation Framework
- Competitive Landscape Mapping Framework
Segmentation, targeting & positioning frameworks
- Demographic / Geographic / Psychographic / Behavioral Segmentation Schema
- Needs‑Based Segmentation Framework
- RFM Segmentation (Recency, Frequency, Monetary)
- VALS Segmentation System
- PRIZM Segmentation System
- Attitudinal Segmentation Framework
- Firmographic Segmentation Framework (B2B)
- Micro‑Segmentation / Next‑Best‑Action Framework
- Persona Development Framework
- JTBD‑Based Segmentation Framework
- Customer Value Segmentation (e.g., High / Medium / Low value)
- Adoption / Loyalty Segmentation (Loyalists, Switchers, etc.)
- Segmentation Attractiveness / Fit Matrix
- Targeting Prioritization Matrix (Size, Growth, Profitability, Strategic fit)
- Positioning Statement Framework (For [target] who [need], our [brand] is…)
- Perceptual Mapping / Positioning Map
- Product–Market Positioning Grid (Price vs Quality, etc.)
- Benefit Ladder (Attributes–Functional–Emotional–Self‑Expressive)
- Means–End Chain / Laddering Framework
- Frame‑of‑Reference vs Point‑of‑Difference Grid
Brand, architecture & equity frameworks
- Aaker Brand Identity Model
- Aaker Brand Equity Model
- Keller Customer‑Based Brand Equity (CBBE) Pyramid
- Brand Resonance Model (Keller)
- Kapferer Brand Identity Prism
- Brand Onion Model
- Brand Wheel
- Brand Pyramid (Awareness to Bonding)
- Brand Key (Unilever)
- Brand Archetypes Framework (Jungian Archetypes)
- Brand Relationship Spectrum (Branded House to House of Brands)
- Brand Architecture Framework (Corporate, Sub‑Brand, Endorsed, Standalone)
- Brand Portfolio Roles Framework (Driver, Endorser, Descriptor, etc.)
- Brand Stretch / Extension Matrix
- Distinctive Brand Assets Framework (Ehrenberg‑Bass)
- Mental and Physical Availability Framework
- Brand Salience vs Meaningfulness Matrix
- Brand Experience Wheel
- Sensory Branding Framework
- Employer Brand / Corporate Brand Alignment Framework
Communications, messaging & content frameworks
- Integrated Marketing Communications (IMC) Planning Framework
- 6Ms of Marketing Communications (Market, Mission, Message, Media, Money, Measurement)
- DRIP Model (Differentiate, Remind, Inform, Persuade)
- 7Cs of Communication
- POEM Framework (Paid, Owned, Earned Media)
- PESO Model (Paid, Earned, Shared, Owned Media)
- Message House Framework
- Brand Narrative Arc Framework
- StoryBrand SB7 Framework
- Hero’s Journey Storytelling Structure (for brands)
- Content Marketing Matrix (Entertain, Inspire, Educate, Convince)
- Content Pillars & Topic Cluster Framework
- Editorial Calendar Planning Framework
- Social Media Honeycomb Model (Kietzmann)
- Inbound Marketing Methodology (Attract, Convert, Close, Delight)
- Outbound vs Inbound Mix Matrix
- Touchpoint Mapping Framework
- 5Ws & 1H Creative Brief Framework
- Media Channel Role Grid (Reach, Frequency, Impact)
- Creative Effectiveness Ladder
Customer, service, CRM & CX frameworks
- Customer Journey Mapping Framework
- Service Blueprinting Framework
- Empathy Map
- Voice of the Customer (VoC) Program Framework
- Service‑Profit Chain
- Net Promoter System (NPS) Framework
- Loyalty Ladder (Prospect–Customer–Client–Advocate)
- Customer Lifecycle Framework (Acquire–Onboard–Develop–Retain–Win‑Back)
- Kano Model of Customer Satisfaction
- SERVQUAL Model
- RATER Service Quality Model
- Gaps Model of Service Quality
- Grönroos Service Quality Model
- Moments of Truth Framework (Jan Carlzon)
- Zero Moment of Truth (ZMOT – Google)
- First & Second Moments of Truth (FMOT / SMOT)
- Peak–End Rule (Experience Design)
- Service Recovery Frameworks (e.g., LEARN, LAST models)
- Customer Value Management (Acquire–Retain–Develop) Framework
- Relationship Marketing Ladder (Stranger–Acquaintance–Friend–Partner)
- Churn Management Framework (Predict–Prevent–Win‑Back)
- Customer Success Operating Model (Onboard–Adopt–Value–Expand)
- Win–Loss Analysis Framework
- Voice‑of‑Employee in CX Framework
- Multichannel vs Omnichannel CX Maturity Model
Digital, ecommerce, growth & product frameworks
- RACE Framework (Reach, Act, Convert, Engage)
- See–Think–Do–Care Framework
- Pirate Metrics / AARRR Funnel (Acquisition, Activation, Retention, Referral, Revenue)
- Growth Hacking Loop (Ideate–Prioritize–Test–Analyze)
- Hooked Model (Trigger–Action–Variable Reward–Investment)
- HEART Framework (Happiness, Engagement, Adoption, Retention, Task Success)
- Lean Analytics Stages (Empathy–Stickiness–Virality–Revenue–Scale)
- ICE Prioritization Framework (Impact, Confidence, Ease)
- PIE Testing Framework (Potential, Importance, Ease)
- Conversion Funnel Optimization Framework
- LIFT Model for Conversion (Value, Relevance, Clarity, Anxiety, Distraction, Urgency)
- AAARRR Full‑Funnel Framework (Awareness, Acquisition, Activation, Revenue, Retention, Referral)
- Growth Loops Framework (Acquisition, Engagement, Referral Loops)
- North Star Metric Framework (Product‑Led Growth)
- Product‑Led Growth (PLG) Model
- Freemium Conversion Funnel Framework
- Customer Onboarding Journey Framework
- OODA Loop (Observe, Orient, Decide, Act) Applied to Optimization
- Agile Marketing Sprint Framework
- Kanban for Marketing Workflow Framework
Pricing, channel & sales frameworks
- Value‑Based Pricing Framework
- Good–Better–Best Pricing Ladder
- Van Westendorp Price Sensitivity Meter
- Gabor–Granger Pricing Model
- Price Waterfall Framework
- Price Corridor of the Mass (Blue Ocean Pricing)
- Psychological Pricing Tactics Framework
- Promotional Mechanics Framework (Depth, Frequency, Mechanic Type)
- Revenue Management Levers Framework (Price, Capacity, Yield)
- Price–Quality Positioning Map
- Price Fences Framework
- Push vs Pull Strategy Framework
- Direct vs Indirect Channel Matrix
- Channel Conflict Management Framework
- Integrated Channel / Omnichannel Strategy Framework
- Key Account Management (KAM) Framework
- SPIN Selling Model
- Challenger Sale Model
- Solution Selling Framework
- Miller–Heiman Strategic Selling Framework
- BANT Qualification Framework
- MEDDIC / MEDDPICC Qualification Framework
- Sales Funnel (Lead–Qualified–Proposal–Close)
- Territory & Coverage Model
- Account‑Based Marketing (ABM) Framework
Measurement, analytics & performance management frameworks
- Marketing Balanced Scorecard
- Marketing KPI Tree Framework
- Marketing Mix Modeling (MMM) Framework
- Attribution Modeling Framework (First‑Touch, Last‑Touch, Multi‑Touch, Algorithmic)
- Brand Tracking Funnel (Awareness–Consideration–Preference–Usage–Loyalty)
- Share of Voice vs Share of Market (SOV–SOM) Framework
- ROMI (Return on Marketing Investment) Framework
- Test‑and‑Learn Experimentation Framework
- A/B and Multivariate Testing Cycle
- Cohort Analysis Framework
- Customer Lifetime Value (CLV / LTV) Model
- Customer Equity Model (Value, Brand, Relationship Equity)
- Leading vs Lagging Indicators Framework
- Marketing Dashboard Design Framework
- Data Maturity Model for Marketing Analytics
- OKR Framework Applied to Marketing (Objectives and Key Results)
- Hoshin Kanri / Strategy Deployment for Marketing
Organization, capability & transformation frameworks
- McKinsey 7S Framework
- ADKAR Change Management Model
- RACI Responsibility Matrix
- Marketing Operating Model 4‑Box (Structure, Governance, Processes, Capabilities)
- Marketing Center‑of‑Excellence (CoE) Model
- Agile Marketing Organization Model (Pods / Squads / Tribes)
- Global–Regional–Local Marketing Operating Model
- Centralized vs Decentralized vs Hybrid Marketing Structure Framework
- Capability Maturity Model for Digital Marketing
- Transformation Roadmap Stages (Diagnose–Design–Pilot–Scale–Sustain)
