Marketing Strategy Frameworks

Detailed explanations of the marketing models, frameworks, and strategic tools used by brand teams, students, and consultants worldwide — with real case study examples for each.

Overhead view of a marketing planning session with printed documents and coffee

Core Marketing · Tactical

The 4Ps of Marketing (4Ps)

The 4Ps isn't a checklist — it's a system. Changing one element without adjusting the others is how good products get bad launches, and how brands accidentally undermine themselves.

By E. Jerome McCarthy

Colorful sticky notes arranged by category on a glass wall during a strategy session

Core Marketing · Strategy

STP Marketing (STP)

STP is the strategic backbone most campaigns are missing. Before you write a word of copy or pick a channel, you need to know who you're talking to, which slice of them you're actually serving, and what you want them to believe about you.

By Philip Kotler

Person reading a bold advertisement on a city wall

Core Marketing · Communication

AIDA Marketing Model (AIDA)

The oldest persuasion framework in modern marketing. AIDA maps the mental states a buyer passes through before they act, and it still explains why most great ads work.

By E. St. Elmo Lewis

Also see: Marketing Case Studies — real campaigns that put these frameworks into practice.