Marketing Your Business: A Guide to Developing a Strategic Marketing Plan

Marketing Your Business: A Guide to Developing a Strategic Marketing Plan

by Robert E Stevens, David L Loudon, Ronald A Nykiel
     
 

ISBN-10: 0789017695

ISBN-13: 9780789017697

Pub. Date: 01/01/2003

Publisher: Taylor & Francis

Examine essential marketing disciplines and weapons! This essential book will show you how to design a strategic marketing plan for any brand, product, service, or business! It explains all of the major marketing disciplines and familiarizes you with the marketing "weapons arsenal." It also teaches you to conduct a marketing audit, provides helpful sample

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Overview

Examine essential marketing disciplines and weapons! This essential book will show you how to design a strategic marketing plan for any brand, product, service, or business! It explains all of the major marketing disciplines and familiarizes you with the marketing "weapons arsenal." It also teaches you to conduct a marketing audit, provides helpful sample worksheets and forms and includes case examples, a glossary of marketing terms, and appendixes discussing sources of "marketing intelligence" and professional marketing associations. This single volume provides a step-by-step process (with short, clear examples) of how to develop a custom plan to fit any business. In addition, it defines all of the business terms you'll find inside and lists additional resources to draw upon. With Marketing Your Business: A Guide to Developing a Strategic Marketing Plan, you will explore: the process of selecting the right strategy by defining your business strategy, assessing the most relevant focal points, and choosing the marketing strategy that will work best for you the arsenal of current marketing weaponry—advertising, budgeting, promotions, pricing, sales, database marketing, public relations, packaging, legal issues, and more! the nature of strategic marketing plans-competitive and environmental assessments, mission statements, slogans, budgeting, goals and objectives, etc. key checklists and 13 sample work forms that will help you formulate your plan and much more! Ideal for use by educators and students as well as businesspeople, Marketing Your Business brings together everything you need to know to develop an effective strategic marketing plan and put it into action!

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Product Details

ISBN-13:
9780789017697
Publisher:
Taylor & Francis
Publication date:
01/01/2003
Pages:
324
Product dimensions:
6.00(w) x 8.60(h) x 1.10(d)

Table of Contents

  • Preface
  • Acknowledgments
  • Introduction
  • Part A. The Strategy Selection Process
  • Chapter 1. Defining Your Business Strategy
  • Case Example 1: Another Perspective
  • Case Example 2: Providing Value and Reducing Costs
  • Chapter 2. Assessing Focal Points
  • Types of Marketing Research
  • Marketing Research Techniques
  • Marketing Research Presentation Tools
  • Case Example 1: Looking Within
  • Case Example 2: Mailing Less and Making More
  • Chapter 3. Selecting Strategies
  • Positioning Strategies
  • Case Example 1: Positioning to Perfection
  • Case Example 2: Speed, Reliability, and Convenience
  • Part B. Selecting Weaponry
  • Chapter 4. Advertising
  • Advertising Guidelines
  • The Six-Step Advertising Process
  • Do It Yourself or Select an Agency?
  • Advertising Types and Themes
  • Market Coverage
  • Media Selection
  • Case Example 1: Extreme Target Market Execution
  • Case Example 2: Icon Power
  • Chapter 5. Public Relations
  • What Public Relations Is
  • Tools of Public Relations
  • Case Example 1: Sources and Experts
  • Case Example 2: The Power of the Survey and Award
  • Chapter 6. Promotions
  • Keys to Successful Promotions
  • Types of Promotions
  • Case Example 1: More Than a Promotion
  • Case Example 2: Left Brain/Right Brain
  • Chapter 7. Merchandising
  • Types of Merchandising
  • Merchandising Your Employees
  • Merchandising Checklist
  • Case Example 1: Accessories and Gifts
  • Case Example 2: Color Themes
  • Case Example 3: Psychological Merchandising
  • Chapter 8. Database Marketing
  • Database Systems
  • Sales Through Direct Mail
  • Case Example 1: The Check Is in the Mail
  • Case Example 2: By Invitation Only
  • Chapter 9. Electronic Marketing
  • Internet Uses
  • Electronic Marketing Checklist
  • Case Example 1: Making It Work for Everyone
  • Case Example 2: Major Mistakes
  • Chapter 10. Packaging
  • Benefits of Packaging
  • Case Example 1: Being Different
  • Case Example 2: Riding a Wave and Right Name/Right Color
  • Chapter 11. Branding
  • Brand Strategy
  • The Measurement of Brand Associations
  • Case Example 1: The Character of a Brand
  • Case Example 2: Name Compatibility
  • Chapter 12. Pricing
  • Pricing Techniques
  • Case Example 1: Winning with the Same Price
  • Case Example 2: Paying Later Adds Value and Moves Product
  • Chapter 13. Sales
  • Changing Strategy
  • Personal Sales
  • Knowledge Acquisition
  • Selling Strategies
  • Measuring and Rewarding
  • Case Example 1: The Tale of the Two Inns
  • Case Example 2: The Worthwhile Investment
  • Chapter 14. Customer Service
  • Customer Service Strategies
  • Case Example 1: Really Tailored Customer Service
  • Case Example 2: A Total Customer Mentality
  • Chapter 15. Crisis Management
  • Five Key Steps in Crisis Management
  • Case Example 1: What Not to Do
  • Case Example 2: The Unbreakable That Wasn’t
  • Chapter 16. Marketing and the Law
  • Chapter 17. Marketing Budget
  • Preparation Methods
  • Presentation Components
  • Part C. The Marketing Plan and the Marketing Audit
  • Chapter 18. The Strategic Marketing Plan
  • The Preface
  • Executive Summary
  • Competitive and Environmental Assessment
  • Mission Statement
  • Goals and Objectives
  • Driving Forces
  • Strategies and Tactics
  • Program Plans
  • Recommendations
  • The Vision
  • Slogans
  • Issues
  • Measurements and Results
  • Budget
  • The Appendix
  • Chapter 19. The Complete Marketing Audit
  • Appendix 1. Work Forms
  • Work Forms Index
  • Appendix 2. Marketing Intelligence Information Sources
  • Appendix 3. Marketing-Related Associations
  • Notes
  • Glossary
  • Additional Key Terms
  • Bibliography
  • Index
  • Reference Notes Included

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