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Produktbild: Marketing Your Business

Marketing Your Business A Guide to Developing a Strategic Marketing Plan

83,99 €

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Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

13.01.2003

Verlag

Taylor & Francis

Seitenzahl

324

Maße (L/B/H)

21/15,3/2,2 cm

Gewicht

494 g

Sprache

Englisch

ISBN

978-0-7890-1770-3

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

13.01.2003

Verlag

Taylor & Francis

Seitenzahl

324

Maße (L/B/H)

21/15,3/2,2 cm

Gewicht

494 g

Sprache

Englisch

ISBN

978-0-7890-1770-3

Herstelleradresse

Libri GmbH
Europaallee 1
36244 Bad Hersfeld
DE

Email: GPSR Kontakt

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  • Produktbild: Marketing Your Business


    • 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