Marketing strategies, tactics, and techniques: a handbook for practitioners
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Westport, Conn.
Quorum Books
2001
|
| Edition: | 1. publ. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | 393 S. |
| ISBN: | 1567204112 |
Staff View
MARC
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Record in the Search Index
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| adam_text | Contents
Preface xi
Introduction xiii
I. Essentials Before You Strategize 1
1. Marketing Planning versus Business Planning 3
2. Marketing Research 6
3. How to Identify and Profile Your Target Markets and
Publics for Strategic Marketing Planning 17
4. Total Quality Marketing and SWOT Analysis 22
5. How to Set Clear Marketing Objectives 30
6. How to Convert Objectives to Measurable Goals 40
II. The Nuts and Bolts of Marketing Planning 45
7. Market Strategies 47
8. Product and Service Strategies 52
9. Name, Brand, and Trademark Strategies 59
10. Packaging Strategies 66
11. Pricing Strategies 69
12. Distribution, Logistics, and Channel Strategies 79
viii Contents
13. Competitive Strategies 86
14. Positioning Strategies 90
15. Offer Strategies 93
16. Marketing Communications and Media Strategies 99
HI. The Aesthetics of Marketing Planning 107
17. Types of Advertisements and Creative Strategies 109
18. Rhetorical Creative Strategies 112
19. Product or Service Related Creative Strategies 116
20. Artistic and Emotional Creative Strategies 119
21. Logical Creative Strategies 125
IV. The Execution of Marketing Planning 129
22. Campaign Strategies 131
23. Marketing Communications Copywriting Techniques 133
24. Advertising Design, Art, and Typographic Strategies and
Techniques 140
25. Television Commercial Production Techniques 149
26. Selling Letter Strategies and Techniques 155
27. Electronic Commerce and Internet Tactics 163
V. Persuasion in Marketing Planning 167
28. Sales Promotion Strategies 169
29. Public Relations Strategies 176
30. Publicity Strategies 184
31. Personal Selling Strategies 189
32. Objection and Closing Strategies 195
33. Customer Service Strategies and Techniques 201
34. Presentation and Public Speaking Strategies 204
35. Tradeshows, Seminars, and Open House Events 217
Contents ix
VI. Quantitative Strategies for Marketing 233
36. Revenue Forecasting Strategies 235
37. Budgeting Strategies 239
38. Evaluation and Testing Techniques 247
VII. Marketing Management Concerns 259
39. Marketing Management Strategies 261
40. Information, Your Message, and Ethics 266
VIII. Conclusion 271
41. How to Write a Marketing Strategy Statement 273
42. How to Evaluate Strategic Marketing Cases 275
Appendixes 281
1. The Fundamentals of Marketing 283
2. Topical Outline for a Marketing Plan 284
3. Secondary Research Sources 287
4. How to Prepare a Survey Questionnaire 297
5. How to Define Your Target Markets and Publics 299
6. Types of Marketing Communications Media 305
7. Advertising Media Formulas 308
8. Items for a Creative Work Plan 311
9. A Test for Honest Advertising 318
10. Techniques for Writing a News Release 322
11. A Checklist of Idea Starters for Publicity 326
12. Crisis Management 331
13. Special Event List for Retailers and Proven Themes for Sales
Managers 334
14. Ten Week Open House Countdown to Success Planning
Checklist 338
15. American Marketing Association Code of Ethics 343
x Contents
16. American Marketing Association Code of Ethics for
Marketing on the Internet 346
17. Marketing, Advertising, and Management Professional
Associations 348
18. Marketing, Management, and General Business Magazines 349
19. Marketing, Management, and General Business Newsletters 353
Recommended Related Reading 355
Index 363
About the Author 395
|
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| id | DE-604.BV013975737 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T18:55:26Z |
| institution | BVB |
| isbn | 1567204112 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-009566214 |
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| owner_facet | DE-1028 DE-11 |
| physical | 393 S. |
| publishDate | 2001 |
| publishDateSearch | 2001 |
| publishDateSort | 2001 |
| publisher | Quorum Books |
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| spelling | Rogers, Stuart C. Verfasser aut Marketing strategies, tactics, and techniques a handbook for practitioners Stuart C. Rogers 1. publ. Westport, Conn. Quorum Books 2001 393 S. txt rdacontent n rdamedia nc rdacarrier Marketing - Guides, manuels, etc Marketing gtt Marketing Handbooks, manuals, etc HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009566214&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Rogers, Stuart C. Marketing strategies, tactics, and techniques a handbook for practitioners Marketing - Guides, manuels, etc Marketing gtt Marketing Handbooks, manuals, etc |
| title | Marketing strategies, tactics, and techniques a handbook for practitioners |
| title_auth | Marketing strategies, tactics, and techniques a handbook for practitioners |
| title_exact_search | Marketing strategies, tactics, and techniques a handbook for practitioners |
| title_full | Marketing strategies, tactics, and techniques a handbook for practitioners Stuart C. Rogers |
| title_fullStr | Marketing strategies, tactics, and techniques a handbook for practitioners Stuart C. Rogers |
| title_full_unstemmed | Marketing strategies, tactics, and techniques a handbook for practitioners Stuart C. Rogers |
| title_short | Marketing strategies, tactics, and techniques |
| title_sort | marketing strategies tactics and techniques a handbook for practitioners |
| title_sub | a handbook for practitioners |
| topic | Marketing - Guides, manuels, etc Marketing gtt Marketing Handbooks, manuals, etc |
| topic_facet | Marketing - Guides, manuels, etc Marketing Marketing Handbooks, manuals, etc |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009566214&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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