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

ISBN-13: 9780789017703 / Angielski / Miękka / 2003 / 332 str.

Ronald A. Nykiel

Opis

This single volume provides a steop-by-step process (with short, clear examples) of how to develop a custom plan to fit any business. In addition, it defines all of the business terms you'll find inside and lists additional resources to draw upon.

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