12 How To Master Marketing and Customer Models

Nineteen marketing and customer frameworks, each taught end to end — with the worked models to run them.

Marketing is the discipline of finding, winning and keeping customers profitably. This handbook teaches all nineteen frameworks in the Marketing and Customer category — one chapter each — from segmentation, positioning and the marketing mix, through the journey, funnel and jobs a customer hires you for, to the unit-economics and loyalty models that measure whether it all pays. From Segmentation, Targeting and Positioning and the 4Ps to LTV:CAC, Pirate Metrics and the Kano Model.

What you get

The complete PDF handbook plus nineteen worked Excel models — one for every framework in the book. Blue input cells you change, formula cells that respond, and a Read-me tab on each, so you can run the numbers on your own assumptions.

How every chapter is built

Read one and you can build any. Each framework follows the same thirteen-section rhythm: the question it answers, what it is, who uses it, its anatomy, inputs and outputs, how to build it step by step, a worked example, strengths, limits and pitfalls, industry notes, how it connects to the other frameworks, modern relevance, using AI on it, and a practitioner’s checklist.

The nineteen frameworks

Segmentation, Targeting and Positioning, the 4Ps, the 7Ps, the Brand Positioning Model, AIDA, the Customer Journey Map, Jobs to Be Done, Customer Lifetime Value, the CAC Model, LTV:CAC, the Churn Model, Cohort Analysis, Net Promoter Score, the Acquisition Funnel, Pirate Metrics (AARRR), RFM Analysis, Attribution Modelling, Share of Wallet and the Kano Model.

The learning path

The chapters are ordered as a single connected build, not an alphabetical list — from segmenting and positioning the offer, through the journey and funnel that win the customer, to the unit-economics and loyalty models that prove it pays.

Who it’s for

Marketing leaders, growth and product marketers, customer and commercial teams who must win customers and prove the return — and defend the marketing number.

How to use it

Work straight through to master the category, or jump to a single framework when you need it for live work.

Book 12 of the Business Framework Library, part of The Investment Banking Practitioner’s Handbook Series. Master this category on its own, or reach for the Business Framework Compendium when you want the one-page reference to all 467 frameworks.

By John Colley — Cambridge University MA · MBA with Distinction, Bayes Business School · 30+ years in investment banking, M&A and private equity.