Marketing your business: a guide to developing a strategic marketing plan
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York
Best Business Books
2003
|
| Subjects: | |
| Online Access: | Publisher description Inhaltsverzeichnis |
| Item Description: | Literaturverz. S 305-306 Includes bibliographical references (p. 305-306) and index |
| Physical Description: | XVI, 311 S. ill. 22 cm |
| ISBN: | 0789017695 0789017709 |
Staff View
MARC
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Record in the Search Index
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| adam_text | CONTENTS
Preface xi
Acknowledgments xiii
Introduction xv
PART A: THE STRATEGY SELECTION PROCESS 1
Chapter 1. Defining Your Business Strategy 3
Case Example 1: Another Perspective 5
Case Example 2: Providing Value and Reducing Costs 6
Chapter 2. Assessing Focal Points 9
Types of Marketing Research 10
Marketing Research Techniques 14
Marketing Research Presentation Tools 18
Case Example 1: Looking Within 26
Case Example 2: Mailing Less and Making More 27
Chapter 3. Selecting Strategies 29
Positioning Strategies 29
Case Example 1: Positioning to Perfection 42
Case Example 2: Speed, Reliability, and Convenience 44
PART B: SELECTING WEAPONRY 47
Chapter 4. Advertising 49
Advertising Guidelines 49
The Six-Step Advertising Process 52
Do It Yourself or Select an Agency? 54
Advertising Types and Themes 57
Market Coverage 60
Media Selection 62
Case Example 1: Extreme Target Market Execution 69
Case Example 2: Icon Power 72
Chapter 5. Public Relations 75
What Public Relations Is 76
Tools of Public Relations 82
Case Example 1: Sources and Experts 87
Case Example 2: The Power of the Survey and Award 88
Chapter 6. Promotions 91
Keys to Successful Promotions 92
Types of Promotions 94
Case Example 1: More Than a Promotion 99
Case Example 2: Left Brain/Right Brain 100
Chapter 7. Merchandising 103
Types of Merchandising 104
Merchandising Your Employees 107
Merchandising Checklist 109
Case Example 1: Accessories and Gifts 110
Case Example 2: Color Themes 111
Case Example 3: Psychological Merchandising 111
Chapter 8. Database Marketing 113
Database Systems 114
Sales Through Direct Mail 118
Case Example 1: The Check Is in the Mail 121
Case Example 2: By Invitation Only 122
Chapter 9. Electronic Marketing 123
Internet Uses 123
Electronic Marketing Checklist 125
Case Example 1: Making It Work for Everyone 126
Case Example 2: Major Mistakes 126
Chapter 10. Packaging 129
Benefits of Packaging 130
Case Example 1: Being Different 132
Case Example 2: Riding a Wave and Right Name/
Right Color 132
Chapter 11. Branding 135
Brand Strategy 135
The Measurement of Brand Associations 138
Case Example 1: The Character of a Brand 144
Case Example 2: Name Compatibility 144
/ Chapter 12. Pricing 147
Pricing Techniques 151
Case Example 1: Winning with the Same Price 154
Case Example 2: Paying Later Adds Value and Moves
Product 154
Chapter 13. Sales 157
Changing Strategy 157
Personal Sales 158
Knowledge Acquisition 160
Selling Strategies 165
Measuring and Rewarding 169
Case Example 1: The Tale of the Two Inns 174
Case Example 2: The Worthwhile Investment 175
Chapter 14. Customer Service 179
Customer Service Strategies 179
Case Example 1: Really Tailored Customer Service 193
Case Example 2: A Total Customer Mentality 195
Chapter 15. Crisis Management 199
Five Key Steps in Crisis Management 203
Case Example 1: What Not to Do 204
Case Example 2: The Unbreakable That Wasn t 204
Chapter 16. Marketing and the Law 207
Chapter 17. Marketing Budget 211
Preparation Methods 211
Presentation Components 213
PART C: THE MARKETING PLAN
AND THE MARKETING AUDIT 217
Chapter 18. The Strategic Marketing Plan 219
The Preface 219
Executive Summary 220
Competitive and Environmental Assessment 222
The Mission Statement 224
Goals and Objectives 224
Driving Forces 225
Strategies and Tactics 226
Program Plans 228
Recommendations 229
The Vision 229
Slogans 230
Issues 230
Measurements and Results 231
Budget 232
The Appendix 234
Chapter 19. The Complete Marketing Audit 237
Appendix 1. Work Forms 245
Appendix 2. Marketing Intelligence Information Sources 259
Appendix 3. Marketing-Related Associations 263
Notes 269
Glossary 273
Additional Key Terms 285
Bibliography 305
Index 307
|
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| indexdate | 2024-07-09T22:39:15Z |
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| isbn | 0789017695 0789017709 |
| language | English |
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| physical | XVI, 311 S. ill. 22 cm |
| publishDate | 2003 |
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| spelling | Nykiel, Ronald A. Verfasser aut Marketing your business a guide to developing a strategic marketing plan Ronald A. Nykiel New York Best Business Books 2003 XVI, 311 S. ill. 22 cm txt rdacontent n rdamedia nc rdacarrier Literaturverz. S 305-306 Includes bibliographical references (p. 305-306) and index Marketing Decision making Marketing Management Marketing Planning Strategisches Management (DE-588)4124261-0 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Strategisches Management (DE-588)4124261-0 s DE-604 http://www.loc.gov/catdir/enhancements/fy0810/2002071137-d.html Publisher description HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020304225&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Nykiel, Ronald A. Marketing your business a guide to developing a strategic marketing plan Marketing Decision making Marketing Management Marketing Planning Strategisches Management (DE-588)4124261-0 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4124261-0 (DE-588)4037589-4 |
| title | Marketing your business a guide to developing a strategic marketing plan |
| title_auth | Marketing your business a guide to developing a strategic marketing plan |
| title_exact_search | Marketing your business a guide to developing a strategic marketing plan |
| title_full | Marketing your business a guide to developing a strategic marketing plan Ronald A. Nykiel |
| title_fullStr | Marketing your business a guide to developing a strategic marketing plan Ronald A. Nykiel |
| title_full_unstemmed | Marketing your business a guide to developing a strategic marketing plan Ronald A. Nykiel |
| title_short | Marketing your business |
| title_sort | marketing your business a guide to developing a strategic marketing plan |
| title_sub | a guide to developing a strategic marketing plan |
| topic | Marketing Decision making Marketing Management Marketing Planning Strategisches Management (DE-588)4124261-0 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Decision making Marketing Management Marketing Planning Strategisches Management Marketing |
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