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

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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: 7/30/2001
  • Pages: 412
  • Product dimensions: 6.14 (w) x 9.21 (h) x 0.94 (d)

Meet the Author

STUART C. ROGERS, for 10 years a marketing professor at the Daniels College of Business, University of Denver, has taught a variety of courses and seminars in marketing and strategic planning. Before teaching, Rogers' 40-year marketing career included executive positions with Eastman Kodak Company, Benton & Bowles advertising agency, the U.S. Information Agency, and his own marketing consultancy. He is the author of numerous articles, white papers, and six previous books on marketing.

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Table of Contents

I Essentials Before You Strategize 1
1 Marketing Planning versus Business Planning 3
2 Marketing Research 6
3 How to Identify and Profile Your Target Markets and Publics for Strategic Marketing Planning 17
4 Total Quality Marketing and SWOT Analysis 22
5 How to Set Clear Marketing Objectives 30
6 How to Convert Objectives to Measurable Goals 40
II The Nuts and Bolts of Marketing Planning 45
7 Market Strategies 47
8 Product and Service Strategies 52
9 Name, Brand, and Trademark Strategies 59
10 Packaging Strategies 66
11 Pricing Strategies 69
12 Distribution, Logistics, and Channel Strategies 79
13 Competitive Strategies 86
14 Positioning Strategies 90
15 Offer Strategies 93
16 Marketing Communications and Media Strategies 99
III The Aesthetics of Marketing Planning 107
17 Types of Advertisements and Creative Strategies 109
18 Rhetorical Creative Strategies 112
19 Product- or Service-Related Creative Strategies 116
20 Artistic and Emotional Creative Strategies 119
21 Logical Creative Strategies 125
IV The Execution of Marketing Planning 129
22 Campaign Strategies 131
23 Marketing Communications Copywriting Techniques 133
24 Advertising Design, Art, and Typographic Strategies and Techniques 140
25 Television Commercial Production Techniques 149
26 Selling-Letter Strategies and Techniques 155
27 Electronic Commerce and Internet Tactics 163
V Persuasion in Marketing Planning 167
28 Sales Promotion Strategies 169
29 Public Relations Strategies 176
30 Publicity Strategies 184
31 Personal Selling Strategies 189
32 Objection and Closing Strategies 195
33 Customer Service Strategies and Techniques 201
34 Presentation and Public Speaking Strategies 204
35 Tradeshows, Seminars, and Open-House Events 217
VI Quantitative Strategies for Marketing 233
36 Revenue Forecasting Strategies 235
37 Budgeting Strategies 239
38 Evaluation and Testing Techniques 247
VII Marketing Management Concerns 259
39 Marketing Management Strategies 261
40 Information, Your Message, and Ethics 266
VIII Conclusion 271
41 How to Write a Marketing Strategy Statement 273
42 How to Evaluate Strategic Marketing Cases 275
App. 1 The Fundamentals of Marketing 283
App. 2 Topical Outline for a Marketing Plan 284
App. 3 Secondary Research Sources 287
App. 4 How to Prepare a Survey Questionnaire 297
App. 5 How to Define Your Target Markets and Publics 299
App. 6 Types of Marketing Communications Media 305
App. 7 Advertising Media Formulas 308
App. 8 Items for a Creative Work Plan 311
App. 9 A Test for Honest Advertising 318
App. 10 Techniques for Writing a News Release 322
App. 11 A Checklist of Idea-Starters for Publicity 326
App. 12 Crisis Management 331
App. 13 Special Event List for Retailers and Proven Themes for Sales Managers 334
App. 14 Ten-Week Open-House Countdown to Success Planning Checklist 338
App. 15 American Marketing Association Code of Ethics 343
App. 16 American Marketing Association Code of Ethics for Marketing on the Internet 346
App. 17 Marketing, Advertising, and Management Professional Associations 348
App. 18 Marketing, Management, and General Business Magazines 349
App. 19 Marketing, Management, and General Business Newsletters 353
Recommended Related Reading 355
Index 363
About the Author 395
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