Marketing Strategies, Tactics, and Techniques: A Handbook for Practitioners

Marketing Strategies, Tactics, and Techniques: A Handbook for Practitioners

by Stuart C. Rogers
     
 

ISBN-10: 1567204112

ISBN-13: 9781567204117

Pub. Date: 07/30/2001

Publisher: ABC-CLIO, Incorporated

For professionals who feel lost in a forest of marketing and for students who need ways to organize and access what they are learning quickly, this is the guide and sourcebook for you. Rogers lists and defines 1,012 marketing strategies and tactics succinctly by category, and provides a way to retrieve them by any of the different names they're known by. He

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Overview

For professionals who feel lost in a forest of marketing and for students who need ways to organize and access what they are learning quickly, this is the guide and sourcebook for you. Rogers lists and defines 1,012 marketing strategies and tactics succinctly by category, and provides a way to retrieve them by any of the different names they're known by. He explains several hundred proven marketing techniques, and defines essential and obscure marketing terms. As a reliable how-to for people preparing formal plans for projects in marketing, advertising, and public relations, Rogers' field tested material, his own and others', can be quickly understood and immediately applied. The result is a unique, necessary resource for marketers on the way up—and for those already there.

Rogers' approach is simple and linear. First, he describes a basic method for developing a marketing plan by detailing effective research techniques. He illustrates how to identify prime customers and prospects, as well as how to evaluate products, services and organizations, and then imparts the objective-setting process, including directions for establishing clear and measurable marketing goals. He defines specific tactics, offering a glossary of terms. Strategies are listed in separate chapters, categorized by their application to: market, product or service, name or brand, packaging, pricing, distribution or logistics, and other criteria. In addition, he discusses key promotion strategies that will increase the success of current marketing efforts. The book concludes with 19 appendices that present tabular detail and other valuable information.

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Product Details

ISBN-13:
9781567204117
Publisher:
ABC-CLIO, Incorporated
Publication date:
07/30/2001
Pages:
412
Product dimensions:
6.14(w) x 9.21(h) x 0.94(d)

Table of Contents

Preface

Introduction

Essentials Before You Strategize

Marketing Planning Versus Business Planning

Marketing Research

How to Identify and Profile Your Target Markets and Publics for Strategic Marketing Planning

Total Quality Marketing and SWOT Analysis

How to Set Clear Marketing Objectives

How to Convert Objectives to Measurable Goals

The Nuts and Bolts of Market Planning

Market Strategies

Product and Service Strategies

Name, Brand, and Trademark Strategies

Packaging Strategies

Pricing Strategies

Distribution, Logistics, and Channel

Competitive Strategies

Positioning Strategies

Offer Strategies

Marketing Communications and Media Strategies

The Aesthetics of Marketing Planning

Types of Advertisements and Creative Strategies

Rhetorical Creative Strategies

Product- or Service-Related Creative Strategies

Artistic and Emotional Creative Strategies

Logical Creative Strategies

The Execution of Marketing Planning

Campaign Strategies

Marketing Communications Copywriting Techniques

Advertising Design, Art, and Typographic Strategies, and Techniques

Television Commercial Production Techniques

Selling-Letter Strategies and Techniques

Electronic Commerce and Internet Tactics

Persuasion in Marketing Planning

Sales Promotion Strategies

Public Relations Strategies

Publicity Strategies

Personal Selling Strategies

Objection and Closing Strategies

Customer Service Strategies and Techniques

Presentation and Public Speaking Strategies

Tradeshows, Seminars, and Open-House Events

Quantitative Strategies for Marketing

Revenue Forecasting Strategies

Budgeting Strategies

Evaluation and Testing Techniques

Marketing Management Concerns

Marketing Management Strategies

Information, Your Message, and Ethics

Conclusion

How to Write a Marketing Strategy Statement

How to Evaluate Strategic Marketing Cases

Appendix 1: The Fundamentals of Marketing

Appendix 2: Topical Outline for a Marketing Plan

Appendix 3: Secondary Research Sources

Appendix 4: How to Prepare a Survey Questionnaire

Appendix 5: How to Define Your Target Markets and Publics

Appendix 6: Types of Marketing Communications Media

Appendix 7: Advertising Media Formulas

Appendix 8: Items for a Creative Work Plan

Appendix 9: A Test for Honest Advertising

Appendix 10: Techniques for Writing a News Release

Appendix 11: A Checklist of Idea-Starters for Publicity

Appendix 12: Crisis Management

Appendix 13: Special Event List for Retailers and Proven Themes for Sales Managers

Appendix 14: Ten-Week Open-House Countdown to Success Planning Checklist

Appendix 15: American Marketing Association Code of Ethics

Appendix 16: American Marketing Association Code of Ethics for Marketing on the Internet

Appendix 17: Marketing, Advertising, and Management Professional Associations

Appendix 18: Marketing, Management, and General Business Magazines

Appendix 19: Marketing, Management, and General Business Newsletters

Index

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