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Business LibreTexts

1.2: Key terms and concepts

  • Page ID
    24859
  • Table 1.2.1
    Term Definition
    Cluetrain Manifesto A set of 95 theses organised as a call to action (CTA) for businesses operating within a newly connected marketplace.
    Market share In strategic management and marketing, the percentage or proportion of the total available market or market segment that is being serviced by a company.
    Metric A unit of measurement.
    Pay per click (PPC) Pay per click is advertising where the advertiser pays only for each click on their advert, not for the opportunity for it to be seen or displayed.
    Return on investment (ROI) The ratio of cost to profit.
    Search engine optimisation (SEO) SEO is the practice that aims to improve a website’s ranking for specific keywords in the search engines.
    Short Message Service (SMS) Electronic messages sent on a cellular network.
    Strategy A set of ideas that outline how a product line or brand will achieve its objectives. This guides decisions on how to create, distribute, promote and price the product or service.
    Tactic A specific action or method that contributes to achieving a goal.
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