Low cost marketing:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Pitman
1994
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIII, 205 S. |
| ISBN: | 0273604392 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV012926146 | ||
| 003 | DE-604 | ||
| 005 | 00000000000000.0 | ||
| 007 | t | ||
| 008 | 000104s1994 |||| 00||| eng d | ||
| 020 | |a 0273604392 |9 0-273-60439-2 | ||
| 035 | |a (OCoLC)31432834 | ||
| 035 | |a (DE-599)BVBBV012926146 | ||
| 040 | |a DE-604 |b ger |e rakddb | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-384 | ||
| 050 | 0 | |a HF5415.12.G7 | |
| 084 | |a QP 600 |0 (DE-625)141905: |2 rvk | ||
| 100 | 1 | |a Jay, Ros |e Verfasser |0 (DE-588)118164716 |4 aut | |
| 245 | 1 | 0 | |a Low cost marketing |c Ros Jay |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a London |b Pitman |c 1994 | |
| 300 | |a XIII, 205 S. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Marketing |z Great Britain | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 651 | 4 | |a Großbritannien | |
| 689 | 0 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | |5 DE-604 | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008800468&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-008800468 | ||
Datensatz im Suchindex
| _version_ | 1804127615956549632 |
|---|---|
| adam_text | Contents
¦
Acknowledgements vii
Introduction ix
1 PLANNING i
Stage 1: forming the idea 1
Stage 2: the cold light of day 3
Stage 3: asking the questions 3
Stage 4: collecting the facts 9
Stage 5: brainstorming 10
Stage 6: SWOT analysis 10
Stage 7: the marketing plan 14
2 RESEARCH 18
Keep asking what your customers want 19
Using a market research agency 20
Desk research 21
Researching your customers 29
Researching your competitors 40
Listening to the answers 42
3 PRICING 47
Price and the market 47
Fixing the price 49
Changing the price 57
4 THE PRINTED WORD 61
Choosing a logo 62
Stationery 66
Writing your own material 70
Getting the best from your printer 75
Designing your own material 92
CONTENTS
5 PUBLIC RELATIONS 97
Corporate image 98
Getting in the papers 99
Getting on the radio 113
Getting on TV 116
Crisis management 118
Non media PR 122
6 ADVERTISING 125
Who are we talking to? 125
Where are they? 127
What do we hope to gain? 134
What do we want to say? 135
How will we know if it has worked? ^
7 DIRECT MAIL 149
Planning the campaign
Putting together a mailing list
What to say and how to say it 15°
Getting your prospects to read it 162
Dealing with the responses 165
8 SELLING 166
The basics of selling
Customer care 177
Other approaches to selling 180
9 DISTRIBUTION 187
Doing it yourself
Agents, distributors and retailers
10 EXPANDING THE MARKET 195
New customers for your products
New products for your customers
Useful addresses 201
Index 203
|
| any_adam_object | 1 |
| author | Jay, Ros |
| author_GND | (DE-588)118164716 |
| author_facet | Jay, Ros |
| author_role | aut |
| author_sort | Jay, Ros |
| author_variant | r j rj |
| building | Verbundindex |
| bvnumber | BV012926146 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.12.G7 |
| callnumber-search | HF5415.12.G7 |
| callnumber-sort | HF 45415.12 G7 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)31432834 (DE-599)BVBBV012926146 |
| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01219nam a2200361 c 4500</leader><controlfield tag="001">BV012926146</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">00000000000000.0</controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">000104s1994 |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0273604392</subfield><subfield code="9">0-273-60439-2</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)31432834</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV012926146</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakddb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-384</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5415.12.G7</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 600</subfield><subfield code="0">(DE-625)141905:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Jay, Ros</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)118164716</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Low cost marketing</subfield><subfield code="c">Ros Jay</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">1. publ.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">London</subfield><subfield code="b">Pitman</subfield><subfield code="c">1994</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XIII, 205 S.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield><subfield code="z">Great Britain</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="651" ind1=" " ind2="4"><subfield code="a">Großbritannien</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008800468&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-008800468</subfield></datafield></record></collection> |
| geographic | Großbritannien |
| geographic_facet | Großbritannien |
| id | DE-604.BV012926146 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T18:36:10Z |
| institution | BVB |
| isbn | 0273604392 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-008800468 |
| oclc_num | 31432834 |
| open_access_boolean | |
| owner | DE-384 |
| owner_facet | DE-384 |
| physical | XIII, 205 S. |
| publishDate | 1994 |
| publishDateSearch | 1994 |
| publishDateSort | 1994 |
| publisher | Pitman |
| record_format | marc |
| spelling | Jay, Ros Verfasser (DE-588)118164716 aut Low cost marketing Ros Jay 1. publ. London Pitman 1994 XIII, 205 S. txt rdacontent n rdamedia nc rdacarrier Marketing Great Britain Marketing (DE-588)4037589-4 gnd rswk-swf Großbritannien Marketing (DE-588)4037589-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008800468&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Jay, Ros Low cost marketing Marketing Great Britain Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 |
| title | Low cost marketing |
| title_auth | Low cost marketing |
| title_exact_search | Low cost marketing |
| title_full | Low cost marketing Ros Jay |
| title_fullStr | Low cost marketing Ros Jay |
| title_full_unstemmed | Low cost marketing Ros Jay |
| title_short | Low cost marketing |
| title_sort | low cost marketing |
| topic | Marketing Great Britain Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Great Britain Marketing Großbritannien |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008800468&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT jayros lowcostmarketing |