A complete course on the rules of marketing for today’s
climate
In this fast-paced, cluttered, and global marketplace, new
influences are constantly affecting your business. Today’s
sophisticated consumers are searching for products that meet an
emotional need, have added value, and come with no purchase risk.
They want environmentally friendly products, and it’s
important that they buy from businesses that share their core
beliefs. Despite these demands, effective marketing still comes
down to knowledge, empathy, and communication. Kick Ass Business
and Marketing Secrets offers a complete course on business and
marketing, with simple, easily implemented rules for marketing
success.
The author, ‘Mr. Marketer’ Bob Pritchard, offers
expert guidance to help you thoroughly research and understand your
product, market place, and competitors.
* Delivers step-by-step advice on how to add value to every
purchase
* Details various communication vehicles and advises on how to
choose the most appropriate vehicle for your campaign
* Develops critical thinking skills to push you beyond your
comfort level
With so many new sources of market pressure, there’s no
room for poor marketing strategies. Get the new rules for
marketing, and stand out from the rest.
İçerik tablosu
Preface vii
Chapter 1 The Need for a New Approach 1
Chapter 2 Keep Learning, Predict, and Embrace Change 29
Chapter 3 Moment of Truth 47
Chapter 4 Formulate a Clear Business Vision 65
Chapter 5 Research Is the Foundation of Success 71
Chapter 6 Know What Business You Are In 89
Chapter 7 Your Name and Image Are Critical Success Tools 95
Chapter 8 Customer Purchasing Benefit 101
Chapter 9 Success Is About the Customer, Not the Product?
111
Chapter 10 Sell Emotional Benefits, Not Features 119
Chapter 11 Positively Outrageous Service Is Great Business
125
Chapter 12 Add Value to Every Transaction 159
Chapter 13 Building the Brand and First Recall 175
Chapter 14 Where and How Do You Offer Your Product? 189
Chapter 15 Internet Commerce and Social Media 217
Chapter 16 Close the Sale by Reversing the Risk 239
Chapter 17 Cut through the Clutter 245
Chapter 18 Persistence and Morality Pay 253
Conclusion 259
About the Author 263
Index 267
Yazar hakkında
BOB PRITCHARD, known as’Mr. Marketer, ‘ is an internationally renowned businessman, marketer, and speaker. His clients include many of the world’s leading companies, including the Coca-Cola Company, Citibank, Anheuser-Busch, Mercedes-Benz, and Frito-Lay. He is CEO of Marketforce One, a business and marketing strategy company, and CEO of Marketforce One Media, a media content development company with offices in the United States, Australia, and Europe. Winner of the International Marketer of the Year Award, he has done business in more than fifty-three countries and has presented to major corporations and associations all over the globe.
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