Porter's generic strategies Cost leadership Differentiation Mass customization Mission-driven marketing Growth strategies Aggressiveness strategies Ansoff Matrix (also known as the product/market growth matrix) Market development Market penetration Product development Diversification (marketing strategy) Growth platforms Growth planning Horizontal integration Innovation Inorganic growth Mergers and acquisitions Organic growth Profit impact on marketing strategy Vertical integration Marketing warfare strategies Defensive strategy (marketing) Guerrilla marketing warfare strategies Guerrilla marketing (also known as Attack marketing) Implementation and control Implementations and control is an important feature of the planning process. From time to time, marketers will use appropriate measures of performance to gauge whether plans are achieving the desired results. If necessary, corrective action can be taken to get back on track. Branches of Marketing The book titled, The Marketing Book, 7th ed., Routledge, Oxon, UK, 2016 edited by Michael J. Baker and Susan Hart identifies the distinct branches of marketing practice as: Consumer marketing (general Marketing) Business marketing; also known as Business-to-business marketing and Industrial marketing (which also includes Business-to-government marketing) Relationship marketing Environmental marketing; also known as Green marketing ) International marketing; also known as Global marketing) Services marketing; which includes not-for-profit marketing and Destination marketing) Retailing Social marketing (which includes Cause-related marketing) For a more detailed breakdown of the relevant topics for each of these key branches of marketing, see Branches of Marketing: Detailed Topics on this page. For special applications of marketing including marketing of specific types of products (e.g. agricultural marketing, faith based marketing, pharmaceutical marketing, political marketing, sports marketing, etc.,) or marketing to specific target groups (e.g. marketing to children, marketing to older people, LBGT marketing) see: Special applications of marketing practice). Marketing orientations Marketing orientations are the philosophies or mindsets that guide and shape marketing planning and marketing practice. Some marketing historians believe that different philosophies have informed marketing practice at different times in marketing's history. Although there is no real agreement amongst scholars about the precise nature or number of distinct marketing orientations, the most commonly cited include: Marketing orientation (See section: Marketing orientation) Marketing concept Production orientation (also see sections: Production orientation or Production orientation) Market-orientated; also known as the Selling orientation (also see sections: Selling orientation or Sales orientation) Societal marketing (also see section: Societal marketing) Sustainable market orientation Corporate social responsibility Relationship orientation (also see Relationship orientation section) Customer relationship management The marketing management framework Marketing planning or the process of developing a marketing program