| Description |
xx, 428 pages : illustrations ; 23 cm |
| Series |
The complete idiot's guide |
|
Complete idiot's guide.
|
| Contents |
Machine derived contents note: Part 1 Marketing by the Book 1 -- 1 Solutions for Sale: What Marketing is Really All About 3 -- Good marketers don't sell products and services, they deliver -- solutions to people's problems. -- 2 Getting to Know Yourself: The Business Review 13 -- Understanding your business from a marketing perspective. -- 3 The Best-Laid Plans 25 -- Writing a marketing plan that connects you with your customers. -- 4 The "Four Ps" Updated: Today's Marketing Components 37 -- All about product, price, place, and promotion-and delivering value -- to customers. -- Part 2 The Marketing Environment 49 -- 5 The Customer's Perspective 51 -- T'he 'Four Utilities' that you can deliver that comprise customer value. -- 6 Market Research Techniques: Learning All About Your Customers 63 -- What market research is all about and how to start doing it. -- 7 Understanding Customer Behavior 77 -- Some ways to categorize customers so you can understand what -- motivates them to buy from you or someone else. -- 8 Watch Your Back: Checking Out the Competition 89 -- Learn all you can about your competitors because they're learning -- about you. -- 9 Segmenting Your Markets: Pick Your Target, Choose Your Bait 103 -- You probably can't be everything to everybody, but you can be -- something to somebody. Here's how to identify that somebody. -- 10 Coming to Mind: Positioning Strategies for All Occasions 117 -- Creating a unique and attractive identity in the minds of your -- customers for your products and services. -- Part 3 Product and Pricing Strategies 133 -- 11 Product Strategies 135 -- Connecting up benefits with products so you can sell them better. -- 12 Keeping New Products in the Pipeline 151 -- How to develop new products and why. -- 13 When Your Product is a Service 165 -- The difference between products and services and what that means -- for how you sell and deliver them. -- 14 Pricing Your Offerings 177 -- It's about supply and demand, but it's about a lot more as well. -- Part 4 Distribution 191 -- 15 Channels of Distribution: How Products Get to Customers 193 -- You might be able to easily manufacture your product, but getting to -- customers who want to buy it-that's something else again. -- 16 Physical Distribution 207 -- Planes, Trains, and Trucks: Managing the transportation of your -- products so they get to their destination on time and on budget. -- 17 Location, Location, Location 219 -- Being where your customers need you to be. -- Part 5 Advertising and Sales Promotion 231 -- 18 When and Where to Advertise 233 -- Communicatig with your customers so they know about the -- benefits of your products and services. -- 19 Survey of Print Media 249 -- Telling your customers all about your offerings in print. -- 20 Creating and Producing Your Print Advertising Message 261 -- Images, message, design, and layout-making sure your ad looks -- good and communicates the right message. -- 21 Broadcast Advertising: Radio and TV 279 -- How to make effective use of radio and TV advertising. -- 22 Broadcast Production 289 -- Creating your TV and radio ads. -- 23 Advertising on the Web 301 -- A new medium requires new ideas-taking advantage or the Internet -- to get your message to customers and make sales. -- 24 Sales Promotion 313 -- How to plan and execute promotions that do what they're supposed -- to do: promote sales. -- Part 6 Selling 323 -- 25 The Skills You Need to Sell 325 -- Matching up the way you sell with the way your customers want -- to buy. -- 26 Show and Sell: Trade Shows for Fun (Or at Least Profit) 339 -- Making attendance at tradeshows an investment, not a cost. -- 27 Rainmaking: Selling for Professionals 353 -- Speaking, writing, and networking-get noticed and get business. -- Part 7 Everything Else 365 -- 28 Be a Publicity Hound 367 -- Using PR as another way to communicate with your customers. -- 29 Controlling the Financial Side of Marketing 379 -- Making sure your marketing decisions make good financial sense. -- 30 Do You Need an Ad Agency? 395 -- How to work with and use advertising pros to create and execrate -- your advertising plan. -- 31 Marketing is Like Doing Dishes: It's Never Done 405 -- Your market isn't standing still, and neither should you. -- Glossary 411 -- Index 421 |
| Notes |
Includes index |
| Subject |
Marketing -- Management.
|
|
Marketing.
|
|
Retail trade.
|
|
Selling.
|
| LC no. |
97070172 |
| ISBN |
0028614909 (paperback) |
|
