High impact marketing that gets results:
Saved in:
| Main Author: | |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
London
Kogan Page
2013
|
| Edition: | First published |
| Series: | Guru in a bottle
|
| Subjects: | |
| Online Access: | TUM01 Volltext |
| Physical Description: | 1 volume |
| ISBN: | 9780749464530 0749464534 9781283913508 128391350X |
Staff View
MARC
| LEADER | 00000nmm a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV042740752 | ||
| 003 | DE-604 | ||
| 005 | 20160331 | ||
| 007 | cr|uuu---uuuuu | ||
| 008 | 150806s2013 |||| o||u| ||||||eng d | ||
| 020 | |a 9780749464530 |c Online (EPUB) |9 978-0-7494-6453-0 | ||
| 020 | |a 0749464534 |c Online (EPUB) |9 0-7494-6453-4 | ||
| 020 | |a 9781283913508 |c MyiLibrary |9 978-1-283-91350-8 | ||
| 020 | |a 128391350X |c MyiLibrary |9 1-283-91350-X | ||
| 035 | |a (ZDB-4-NLEBK)505797 | ||
| 035 | |a (OCoLC)840429235 | ||
| 035 | |a (DE-599)BVBBV042740752 | ||
| 040 | |a DE-604 |b ger |e rda | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-91 | ||
| 082 | 0 | |a 658.8 |2 23 | |
| 084 | |a QP 600 |0 (DE-625)141905: |2 rvk | ||
| 100 | 1 | |a Kolah, Ardi |e Verfasser |0 (DE-588)174004532 |4 aut | |
| 245 | 1 | 0 | |a High impact marketing that gets results |c Ardi Kolah |
| 246 | 1 | 3 | |a Guru in a bottle |
| 250 | |a First published | ||
| 264 | 1 | |a London |b Kogan Page |c 2013 | |
| 300 | |a 1 volume | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b c |2 rdamedia | ||
| 338 | |b cr |2 rdacarrier | ||
| 490 | 0 | |a Guru in a bottle | |
| 505 | 8 | |a Includes bibliographical references and index | |
| 505 | 8 | |a About the author; About Guru in a Bottle; Foreword by Professor Malcolm McDonald; Introduction; About this book; 1 Market and customer segmentation; Introduction; The role of marketing planning; Determining the attractiveness of market segments; Market and customer segmentation in consumer markets; Market and customer segmentation in business markets; Approach to international market and customer segmentation; 2 Writing a marketing plan; Introduction; The market strategy; Strategic marketing plan; How to write a 12-month tactical marketing plan; 3 Understanding the marketing mix | |
| 505 | 8 | |a IntroductionMarketing's new vocabulary; The customer and client journey; What's in the mix; Budget considerations; Marketing measurement; 4 Brochures, press ads and print copy; Introduction; Evidenced-based marketing; It's not what you offer but what you deliver; The power of photography; Basic principles of writing great marketing copy; How to prepare high impact marketing brochures; The mechanics of a press ad; Effective use of print copy; 5 Signs, posters and ambient media; Introduction; Best practice in creating signage; Best practice in creating posters; Modern use of ambient media | |
| 505 | 8 | |a Future use of quick response (QR) codesAlternatives to QR codes; The future of OOH advertising; 6 E-marketing, m-marketing and direct marketing; Introduction; The nature of e-marketing; Building a mouse trap; Search engine optimization (SEO); Websites of tomorrow; Social e-marketing; Framework for measuring social e-marketing; The world of Twitter for business; Blogging in real time; The world of Facebook for business; Best practice in m-marketing; Best practice in direct marketing; 7 Public relations; Introduction; Management of reputation; Power of the narrative | |
| 505 | 8 | |a Creating powerful PR 'products'PR and its relationship with public affairs; Offline versus online media; Social media and PR strategy; Research, planning and measurement; 8 Using promotions; Introduction; Objectives of sales promotions; Use of creativity in sales promotions; Off-the-shelf promotions; Joint promotions; Price promotions; Premium promotions (gift with purchase); Prize promotions; International sales promotions; International Chamber of Commerce Code (2011); 9 Top 10 common marketing mistakes to avoid; Introduction; 1. No vision or purpose to the marketing effort | |
| 505 | 8 | |a 2. Assuming you know who your customers or clients are3. Linear thinking rather than creative thinking; 4. Looking at the world from your point of view; 5. Failing to understand the link between marketing and selling more stuff; 6. Being in 'transmit mode' rather than 'receive mode'; 7. Living in the past; 8. Not thinking in terms of outcomes but outputs; 9. Not learning from your customers and clients; 10. Not learning from your mistakes; 10 Top 10 ways to save money in marketing; Introduction; 1. Seek an opportunity in adversity; 2. Do more with less; 3. Think and act flexibly | |
| 505 | 8 | |a This book will help you to use tried and tested no-fuss marketing methods to boost awareness of your brand among new and established customers. We'll give you the confidence to segment your market and customers so you can choose the right strategies for your business, products and services. You'll learn how to avoid costly mistakes with effective research and a practical marketing plan as well as how to use online marketing, PR, direct mail, promotions and other tools to run effective marketing campaigns that deliver measurable results. Jargon free, accessible, no detailed knowledge required. | |
| 650 | 4 | |a Customer relations | |
| 650 | 4 | |a Internet marketing | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Distribution |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Marketing / General |2 bisacsh | |
| 650 | 7 | |a Customer relations |2 fast | |
| 650 | 7 | |a Internet marketing |2 fast | |
| 650 | 7 | |a Marketing |2 fast | |
| 650 | 4 | |a Wirtschaft | |
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Internet marketing | |
| 650 | 4 | |a Customer relations | |
| 776 | 0 | 8 | |i Erscheint auch als |n Druck-Ausgabe, Paperback |z 978-0-7494-6452-3 |
| 776 | 0 | 8 | |i Erscheint auch als |n Druck-Ausgabe, Paperback |z 0-7494-6452-6 |
| 856 | 4 | 0 | |u http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=505797 |x Aggregator |3 Volltext |
| 912 | |a ZDB-4-NLEBK | ||
| 999 | |a oai:aleph.bib-bvb.de:BVB01-028171623 | ||
| 966 | e | |u https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=505797 |l TUM01 |p ZDB-4-NLEBK |q TUM_PDA_EBSCOBAE_gekauft |x Aggregator |3 Volltext | |
Record in the Search Index
| _version_ | 1804174955002200064 |
|---|---|
| any_adam_object | |
| author | Kolah, Ardi |
| author_GND | (DE-588)174004532 |
| author_facet | Kolah, Ardi |
| author_role | aut |
| author_sort | Kolah, Ardi |
| author_variant | a k ak |
| building | Verbundindex |
| bvnumber | BV042740752 |
| classification_rvk | QP 600 |
| collection | ZDB-4-NLEBK |
| contents | Includes bibliographical references and index About the author; About Guru in a Bottle; Foreword by Professor Malcolm McDonald; Introduction; About this book; 1 Market and customer segmentation; Introduction; The role of marketing planning; Determining the attractiveness of market segments; Market and customer segmentation in consumer markets; Market and customer segmentation in business markets; Approach to international market and customer segmentation; 2 Writing a marketing plan; Introduction; The market strategy; Strategic marketing plan; How to write a 12-month tactical marketing plan; 3 Understanding the marketing mix IntroductionMarketing's new vocabulary; The customer and client journey; What's in the mix; Budget considerations; Marketing measurement; 4 Brochures, press ads and print copy; Introduction; Evidenced-based marketing; It's not what you offer but what you deliver; The power of photography; Basic principles of writing great marketing copy; How to prepare high impact marketing brochures; The mechanics of a press ad; Effective use of print copy; 5 Signs, posters and ambient media; Introduction; Best practice in creating signage; Best practice in creating posters; Modern use of ambient media Future use of quick response (QR) codesAlternatives to QR codes; The future of OOH advertising; 6 E-marketing, m-marketing and direct marketing; Introduction; The nature of e-marketing; Building a mouse trap; Search engine optimization (SEO); Websites of tomorrow; Social e-marketing; Framework for measuring social e-marketing; The world of Twitter for business; Blogging in real time; The world of Facebook for business; Best practice in m-marketing; Best practice in direct marketing; 7 Public relations; Introduction; Management of reputation; Power of the narrative Creating powerful PR 'products'PR and its relationship with public affairs; Offline versus online media; Social media and PR strategy; Research, planning and measurement; 8 Using promotions; Introduction; Objectives of sales promotions; Use of creativity in sales promotions; Off-the-shelf promotions; Joint promotions; Price promotions; Premium promotions (gift with purchase); Prize promotions; International sales promotions; International Chamber of Commerce Code (2011); 9 Top 10 common marketing mistakes to avoid; Introduction; 1. No vision or purpose to the marketing effort 2. Assuming you know who your customers or clients are3. Linear thinking rather than creative thinking; 4. Looking at the world from your point of view; 5. Failing to understand the link between marketing and selling more stuff; 6. Being in 'transmit mode' rather than 'receive mode'; 7. Living in the past; 8. Not thinking in terms of outcomes but outputs; 9. Not learning from your customers and clients; 10. Not learning from your mistakes; 10 Top 10 ways to save money in marketing; Introduction; 1. Seek an opportunity in adversity; 2. Do more with less; 3. Think and act flexibly This book will help you to use tried and tested no-fuss marketing methods to boost awareness of your brand among new and established customers. We'll give you the confidence to segment your market and customers so you can choose the right strategies for your business, products and services. You'll learn how to avoid costly mistakes with effective research and a practical marketing plan as well as how to use online marketing, PR, direct mail, promotions and other tools to run effective marketing campaigns that deliver measurable results. Jargon free, accessible, no detailed knowledge required. |
| ctrlnum | (ZDB-4-NLEBK)505797 (OCoLC)840429235 (DE-599)BVBBV042740752 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | First published |
| format | Electronic eBook |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>05708nmm a2200637zc 4500</leader><controlfield tag="001">BV042740752</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20160331 </controlfield><controlfield tag="007">cr|uuu---uuuuu</controlfield><controlfield tag="008">150806s2013 |||| o||u| ||||||eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780749464530</subfield><subfield code="c">Online (EPUB)</subfield><subfield code="9">978-0-7494-6453-0</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0749464534</subfield><subfield code="c">Online (EPUB)</subfield><subfield code="9">0-7494-6453-4</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781283913508</subfield><subfield code="c">MyiLibrary</subfield><subfield code="9">978-1-283-91350-8</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">128391350X</subfield><subfield code="c">MyiLibrary</subfield><subfield code="9">1-283-91350-X</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(ZDB-4-NLEBK)505797</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)840429235</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV042740752</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rda</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-91</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8</subfield><subfield code="2">23</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">Kolah, Ardi</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)174004532</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">High impact marketing that gets results</subfield><subfield code="c">Ardi Kolah</subfield></datafield><datafield tag="246" ind1="1" ind2="3"><subfield code="a">Guru in a bottle</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">First published</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">London</subfield><subfield code="b">Kogan Page</subfield><subfield code="c">2013</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">1 volume</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">c</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">cr</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="490" ind1="0" ind2=" "><subfield code="a">Guru in a bottle</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">Includes bibliographical references and index</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">About the author; About Guru in a Bottle; Foreword by Professor Malcolm McDonald; Introduction; About this book; 1 Market and customer segmentation; Introduction; The role of marketing planning; Determining the attractiveness of market segments; Market and customer segmentation in consumer markets; Market and customer segmentation in business markets; Approach to international market and customer segmentation; 2 Writing a marketing plan; Introduction; The market strategy; Strategic marketing plan; How to write a 12-month tactical marketing plan; 3 Understanding the marketing mix</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">IntroductionMarketing's new vocabulary; The customer and client journey; What's in the mix; Budget considerations; Marketing measurement; 4 Brochures, press ads and print copy; Introduction; Evidenced-based marketing; It's not what you offer but what you deliver; The power of photography; Basic principles of writing great marketing copy; How to prepare high impact marketing brochures; The mechanics of a press ad; Effective use of print copy; 5 Signs, posters and ambient media; Introduction; Best practice in creating signage; Best practice in creating posters; Modern use of ambient media</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">Future use of quick response (QR) codesAlternatives to QR codes; The future of OOH advertising; 6 E-marketing, m-marketing and direct marketing; Introduction; The nature of e-marketing; Building a mouse trap; Search engine optimization (SEO); Websites of tomorrow; Social e-marketing; Framework for measuring social e-marketing; The world of Twitter for business; Blogging in real time; The world of Facebook for business; Best practice in m-marketing; Best practice in direct marketing; 7 Public relations; Introduction; Management of reputation; Power of the narrative</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">Creating powerful PR 'products'PR and its relationship with public affairs; Offline versus online media; Social media and PR strategy; Research, planning and measurement; 8 Using promotions; Introduction; Objectives of sales promotions; Use of creativity in sales promotions; Off-the-shelf promotions; Joint promotions; Price promotions; Premium promotions (gift with purchase); Prize promotions; International sales promotions; International Chamber of Commerce Code (2011); 9 Top 10 common marketing mistakes to avoid; Introduction; 1. No vision or purpose to the marketing effort</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">2. Assuming you know who your customers or clients are3. Linear thinking rather than creative thinking; 4. Looking at the world from your point of view; 5. Failing to understand the link between marketing and selling more stuff; 6. Being in 'transmit mode' rather than 'receive mode'; 7. Living in the past; 8. Not thinking in terms of outcomes but outputs; 9. Not learning from your customers and clients; 10. Not learning from your mistakes; 10 Top 10 ways to save money in marketing; Introduction; 1. Seek an opportunity in adversity; 2. Do more with less; 3. Think and act flexibly</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">This book will help you to use tried and tested no-fuss marketing methods to boost awareness of your brand among new and established customers. We'll give you the confidence to segment your market and customers so you can choose the right strategies for your business, products and services. You'll learn how to avoid costly mistakes with effective research and a practical marketing plan as well as how to use online marketing, PR, direct mail, promotions and other tools to run effective marketing campaigns that deliver measurable results. Jargon free, accessible, no detailed knowledge required.</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Customer relations</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Internet marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Distribution</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Marketing / General</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Customer relations</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Internet marketing</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Marketing</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Wirtschaft</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Internet marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Customer relations</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Erscheint auch als</subfield><subfield code="n">Druck-Ausgabe, Paperback</subfield><subfield code="z">978-0-7494-6452-3</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Erscheint auch als</subfield><subfield code="n">Druck-Ausgabe, Paperback</subfield><subfield code="z">0-7494-6452-6</subfield></datafield><datafield tag="856" ind1="4" ind2="0"><subfield code="u">http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=505797</subfield><subfield code="x">Aggregator</subfield><subfield code="3">Volltext</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-4-NLEBK</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-028171623</subfield></datafield><datafield tag="966" ind1="e" ind2=" "><subfield code="u">https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=505797</subfield><subfield code="l">TUM01</subfield><subfield code="p">ZDB-4-NLEBK</subfield><subfield code="q">TUM_PDA_EBSCOBAE_gekauft</subfield><subfield code="x">Aggregator</subfield><subfield code="3">Volltext</subfield></datafield></record></collection> |
| id | DE-604.BV042740752 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:08:36Z |
| institution | BVB |
| isbn | 9780749464530 0749464534 9781283913508 128391350X |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028171623 |
| oclc_num | 840429235 |
| open_access_boolean | |
| owner | DE-91 DE-BY-TUM |
| owner_facet | DE-91 DE-BY-TUM |
| physical | 1 volume |
| psigel | ZDB-4-NLEBK ZDB-4-NLEBK TUM_PDA_EBSCOBAE_gekauft |
| publishDate | 2013 |
| publishDateSearch | 2013 |
| publishDateSort | 2013 |
| publisher | Kogan Page |
| record_format | marc |
| series2 | Guru in a bottle |
| spelling | Kolah, Ardi Verfasser (DE-588)174004532 aut High impact marketing that gets results Ardi Kolah Guru in a bottle First published London Kogan Page 2013 1 volume txt rdacontent c rdamedia cr rdacarrier Includes bibliographical references and index About the author; About Guru in a Bottle; Foreword by Professor Malcolm McDonald; Introduction; About this book; 1 Market and customer segmentation; Introduction; The role of marketing planning; Determining the attractiveness of market segments; Market and customer segmentation in consumer markets; Market and customer segmentation in business markets; Approach to international market and customer segmentation; 2 Writing a marketing plan; Introduction; The market strategy; Strategic marketing plan; How to write a 12-month tactical marketing plan; 3 Understanding the marketing mix IntroductionMarketing's new vocabulary; The customer and client journey; What's in the mix; Budget considerations; Marketing measurement; 4 Brochures, press ads and print copy; Introduction; Evidenced-based marketing; It's not what you offer but what you deliver; The power of photography; Basic principles of writing great marketing copy; How to prepare high impact marketing brochures; The mechanics of a press ad; Effective use of print copy; 5 Signs, posters and ambient media; Introduction; Best practice in creating signage; Best practice in creating posters; Modern use of ambient media Future use of quick response (QR) codesAlternatives to QR codes; The future of OOH advertising; 6 E-marketing, m-marketing and direct marketing; Introduction; The nature of e-marketing; Building a mouse trap; Search engine optimization (SEO); Websites of tomorrow; Social e-marketing; Framework for measuring social e-marketing; The world of Twitter for business; Blogging in real time; The world of Facebook for business; Best practice in m-marketing; Best practice in direct marketing; 7 Public relations; Introduction; Management of reputation; Power of the narrative Creating powerful PR 'products'PR and its relationship with public affairs; Offline versus online media; Social media and PR strategy; Research, planning and measurement; 8 Using promotions; Introduction; Objectives of sales promotions; Use of creativity in sales promotions; Off-the-shelf promotions; Joint promotions; Price promotions; Premium promotions (gift with purchase); Prize promotions; International sales promotions; International Chamber of Commerce Code (2011); 9 Top 10 common marketing mistakes to avoid; Introduction; 1. No vision or purpose to the marketing effort 2. Assuming you know who your customers or clients are3. Linear thinking rather than creative thinking; 4. Looking at the world from your point of view; 5. Failing to understand the link between marketing and selling more stuff; 6. Being in 'transmit mode' rather than 'receive mode'; 7. Living in the past; 8. Not thinking in terms of outcomes but outputs; 9. Not learning from your customers and clients; 10. Not learning from your mistakes; 10 Top 10 ways to save money in marketing; Introduction; 1. Seek an opportunity in adversity; 2. Do more with less; 3. Think and act flexibly This book will help you to use tried and tested no-fuss marketing methods to boost awareness of your brand among new and established customers. We'll give you the confidence to segment your market and customers so you can choose the right strategies for your business, products and services. You'll learn how to avoid costly mistakes with effective research and a practical marketing plan as well as how to use online marketing, PR, direct mail, promotions and other tools to run effective marketing campaigns that deliver measurable results. Jargon free, accessible, no detailed knowledge required. Customer relations Internet marketing BUSINESS & ECONOMICS / Distribution bisacsh BUSINESS & ECONOMICS / Marketing / General bisacsh Customer relations fast Internet marketing fast Marketing fast Wirtschaft Marketing Erscheint auch als Druck-Ausgabe, Paperback 978-0-7494-6452-3 Erscheint auch als Druck-Ausgabe, Paperback 0-7494-6452-6 http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=505797 Aggregator Volltext |
| spellingShingle | Kolah, Ardi High impact marketing that gets results Includes bibliographical references and index About the author; About Guru in a Bottle; Foreword by Professor Malcolm McDonald; Introduction; About this book; 1 Market and customer segmentation; Introduction; The role of marketing planning; Determining the attractiveness of market segments; Market and customer segmentation in consumer markets; Market and customer segmentation in business markets; Approach to international market and customer segmentation; 2 Writing a marketing plan; Introduction; The market strategy; Strategic marketing plan; How to write a 12-month tactical marketing plan; 3 Understanding the marketing mix IntroductionMarketing's new vocabulary; The customer and client journey; What's in the mix; Budget considerations; Marketing measurement; 4 Brochures, press ads and print copy; Introduction; Evidenced-based marketing; It's not what you offer but what you deliver; The power of photography; Basic principles of writing great marketing copy; How to prepare high impact marketing brochures; The mechanics of a press ad; Effective use of print copy; 5 Signs, posters and ambient media; Introduction; Best practice in creating signage; Best practice in creating posters; Modern use of ambient media Future use of quick response (QR) codesAlternatives to QR codes; The future of OOH advertising; 6 E-marketing, m-marketing and direct marketing; Introduction; The nature of e-marketing; Building a mouse trap; Search engine optimization (SEO); Websites of tomorrow; Social e-marketing; Framework for measuring social e-marketing; The world of Twitter for business; Blogging in real time; The world of Facebook for business; Best practice in m-marketing; Best practice in direct marketing; 7 Public relations; Introduction; Management of reputation; Power of the narrative Creating powerful PR 'products'PR and its relationship with public affairs; Offline versus online media; Social media and PR strategy; Research, planning and measurement; 8 Using promotions; Introduction; Objectives of sales promotions; Use of creativity in sales promotions; Off-the-shelf promotions; Joint promotions; Price promotions; Premium promotions (gift with purchase); Prize promotions; International sales promotions; International Chamber of Commerce Code (2011); 9 Top 10 common marketing mistakes to avoid; Introduction; 1. No vision or purpose to the marketing effort 2. Assuming you know who your customers or clients are3. Linear thinking rather than creative thinking; 4. Looking at the world from your point of view; 5. Failing to understand the link between marketing and selling more stuff; 6. Being in 'transmit mode' rather than 'receive mode'; 7. Living in the past; 8. Not thinking in terms of outcomes but outputs; 9. Not learning from your customers and clients; 10. Not learning from your mistakes; 10 Top 10 ways to save money in marketing; Introduction; 1. Seek an opportunity in adversity; 2. Do more with less; 3. Think and act flexibly This book will help you to use tried and tested no-fuss marketing methods to boost awareness of your brand among new and established customers. We'll give you the confidence to segment your market and customers so you can choose the right strategies for your business, products and services. You'll learn how to avoid costly mistakes with effective research and a practical marketing plan as well as how to use online marketing, PR, direct mail, promotions and other tools to run effective marketing campaigns that deliver measurable results. Jargon free, accessible, no detailed knowledge required. Customer relations Internet marketing BUSINESS & ECONOMICS / Distribution bisacsh BUSINESS & ECONOMICS / Marketing / General bisacsh Customer relations fast Internet marketing fast Marketing fast Wirtschaft Marketing |
| title | High impact marketing that gets results |
| title_alt | Guru in a bottle |
| title_auth | High impact marketing that gets results |
| title_exact_search | High impact marketing that gets results |
| title_full | High impact marketing that gets results Ardi Kolah |
| title_fullStr | High impact marketing that gets results Ardi Kolah |
| title_full_unstemmed | High impact marketing that gets results Ardi Kolah |
| title_short | High impact marketing that gets results |
| title_sort | high impact marketing that gets results |
| topic | Customer relations Internet marketing BUSINESS & ECONOMICS / Distribution bisacsh BUSINESS & ECONOMICS / Marketing / General bisacsh Customer relations fast Internet marketing fast Marketing fast Wirtschaft Marketing |
| topic_facet | Customer relations Internet marketing BUSINESS & ECONOMICS / Distribution BUSINESS & ECONOMICS / Marketing / General Marketing Wirtschaft |
| url | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=505797 |
| work_keys_str_mv | AT kolahardi highimpactmarketingthatgetsresults AT kolahardi guruinabottle |