Marketing Your Business : A Guide to Developing a Strategic Marketing Plan

ISBN-13: 9780789017697 / Angielski / Twarda / 2003 / 311 str.

Ronald A. Nykiel; Robert E. Stevens; David L. Loudon

Opis

This guide provides instructions for creating a marketing plan suited to particular businesses, products, services, or brands. It describes the various tools and techniques associated with marketing, and offers advice on choosing the best strategy. Checklists and sample forms are included. Nykiel teaches at the University of Houston. Annotation (c)

Spis treści

• 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

O autorze

Ronald A Nykiel, Robert E Stevens, David L Loudon