Smart marketing techniques to get your business noticed.
Plan a successful marketing campaign and move your business forward with this fully updated edition of an established bestseller. Packed with practical advice from a team of industry experts, this readable guide features all the latest tools and techniques to help you connect with new customers and retain existing ones. From choosing the right strategy and preparing a marketing plan, to igniting your imagination and producing compelling advertising, you’ll be creating a buzz and increasing profits in no time.
Table des matières
Introduction 1
Part I: Where You Are, Where You’re Going 7
Chapter 1: Making the Most of Your Marketing 9
Chapter 2: Clarifying Your Marketing Strategy 25
Chapter 3: Writing a Marketing Plan 45
Part II: Creative Thinking, Powerful Marketing 65
Chapter 4: Researching Your Customers, Competitors and Industry 67
Chapter 5: Harnessing Creativity in Your Business 87
Chapter 6: Making Your Marketing Communications More Powerful 101
Part III: Advertising Everyone can Do 111
Chapter 7: Brochures, Press Ads and Print 113
Chapter 8: Signs, Posters and More 135
Chapter 9: TV and Radio Ads (Or Your Own Show!) 153
Part IV: Powerful Alternatives to Advertising 169
Chapter 10: Digital Marketing 171
Chapter 11: Using Search Engines 193
Chapter 12: Tapping into Networking Sites 211
Chapter 13: Embracing Mobile Marketing 229
Chapter 14: Direct Marketing and Telemarketing 239
Chapter 15: Public Relations and Word of Mouth 261
Chapter 16: Face-to-Face Marketing 273
Part V: Connecting With Your Customers 287
Chapter 17: Branding, Managing and Packaging a Product 289
Chapter 18: Using Price and Promotions 309
Chapter 19: Distribution, Retail and Point of Purchase 327
Chapter 20: Sales and Service Essentials 345
Part VI: The Part of Tens 365
Chapter 21: Ten Common Marketing Mistakes to Avoid 367
Chapter 22: Ten (Or So) Ways to Save Money in Marketing 371
Chapter 23: Ten (Or So) Ideas for Lower-Cost Advertising 379
Index 383
A propos de l’auteur
Ruth Mortimer is the Editor of Marketing Week magazine. Greg Brooks is Global Marketing Director at media agency Mindshare. Craig Smith is the former Editor of Marketing magazine and is now Communications and Content Strategist at Persuasion Communications. Alexander Hiam is a consultant whose clients include many Fortune 500 companies.
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