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Marketing your business Book

Marketing your business
Marketing your business, Examine essential marketing disciplines and weapons! This essential book will show you how to design a strategic marketing plan for any brand, product, service, or business! It explains all of the major marketing disciplines and familiarizes you with t, Marketing your business has a rating of 2.5 stars
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Marketing your business, Examine essential marketing disciplines and weapons! This essential book will show you how to design a strategic marketing plan for any brand, product, service, or business! It explains all of the major marketing disciplines and familiarizes you with t, Marketing your business
2.5 out of 5 stars based on 2 reviews
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  • Marketing your business
  • Written by author Robert E Stevens,David L Loudon,Ronald A Nykiel
  • Published by New York : Best Business Books, c2003., 2003/01/13
  • Examine essential marketing disciplines and weapons! This essential book will show you how to design a strategic marketing plan for any brand, product, service, or business! It explains all of the major marketing disciplines and familiarizes you with t
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Authors

  • Preface
  • Acknowledgments
  • Introduction
  • Part A. The Strategy Selection Process
  • Chapter 1. Defining Your Business Strategy
  • Case Example 1: Another Perspective
  • Case Example 2: Providing Value and Reducing Costs
  • Chapter 2. Assessing Focal Points
  • Types of Marketing Research
  • Marketing Research Techniques
  • Marketing Research Presentation Tools
  • Case Example 1: Looking Within
  • Case Example 2: Mailing Less and Making More
  • Chapter 3. Selecting Strategies
  • Positioning Strategies
  • Case Example 1: Positioning to Perfection
  • Case Example 2: Speed, Reliability, and Convenience
  • Part B. Selecting Weaponry
  • Chapter 4. Advertising
  • Advertising Guidelines
  • The Six-Step Advertising Process
  • Do It Yourself or Select an Agency?
  • Advertising Types and Themes
  • Market Coverage
  • Media Selection
  • Case Example 1: Extreme Target Market Execution
  • Case Example 2: Icon Power
  • Chapter 5. Public Relations
  • What Public Relations Is
  • Tools of Public Relations
  • Case Example 1: Sources and Experts
  • Case Example 2: The Power of the Survey and Award
  • Chapter 6. Promotions
  • Keys to Successful Promotions
  • Types of Promotions
  • Case Example 1: More Than a Promotion
  • Case Example 2: Left Brain/Right Brain
  • Chapter 7. Merchandising
  • Types of Merchandising
  • Merchandising Your Employees
  • Merchandising Checklist
  • Case Example 1: Accessories and Gifts
  • Case Example 2: Color Themes
  • Case Example 3: Psychological Merchandising
  • Chapter 8. Database Marketing
  • Database Systems
  • Sales Through Direct Mail
  • Case Example 1: The Check Is in the Mail
  • Case Example 2: By Invitation Only
  • Chapter 9. Electronic Marketing
  • Internet Uses
  • Electronic Marketing Checklist
  • Case Example 1: Making It Work for Everyone
  • Case Example 2: Major Mistakes
  • Chapter 10. Packaging
  • Benefits of Packaging
  • Case Example 1: Being Different
  • Case Example 2: Riding a Wave and Right Name/Right Color
  • Chapter 11. Branding
  • Brand Strategy
  • The Measurement of Brand Associations
  • Case Example 1: The Character of a Brand
  • Case Example 2: Name Compatibility
  • Chapter 12. Pricing
  • Pricing Techniques
  • Case Example 1: Winning with the Same Price
  • Case Example 2: Paying Later Adds Value and Moves Product
  • Chapter 13. Sales
  • Changing Strategy
  • Personal Sales
  • Knowledge Acquisition
  • Selling Strategies
  • Measuring and Rewarding
  • Case Example 1: The Tale of the Two Inns
  • Case Example 2: The Worthwhile Investment
  • Chapter 14. Customer Service
  • Customer Service Strategies
  • Case Example 1: Really Tailored Customer Service
  • Case Example 2: A Total Customer Mentality
  • Chapter 15. Crisis Management
  • Five Key Steps in Crisis Management
  • Case Example 1: What Not to Do
  • Case Example 2: The Unbreakable That Wasn’t
  • Chapter 16. Marketing and the Law
  • Chapter 17. Marketing Budget
  • Preparation Methods
  • Presentation Components
  • Part C. The Marketing Plan and the Marketing Audit
  • Chapter 18. The Strategic Marketing Plan
  • The Preface
  • Executive Summary
  • Competitive and Environmental Assessment
  • Mission Statement
  • Goals and Objectives
  • Driving Forces
  • Strategies and Tactics
  • Program Plans
  • Recommendations
  • The Vision
  • Slogans
  • Issues
  • Measurements and Results
  • Budget
  • The Appendix
  • Chapter 19. The Complete Marketing Audit
  • Appendix 1. Work Forms
  • Work Forms Index
  • Appendix 2. Marketing Intelligence Information Sources
  • Appendix 3. Marketing-Related Associations
  • Notes
  • Glossary
  • Additional Key Terms
  • Bibliography
  • Index
  • Reference Notes Included

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