Tips and Traps for Marketing Your Business

( 1 )

Overview

Win new customers—and keep them coming back

Whether you run a billion-dollar company or a mom-and-pop small business, you have to know your customers and know what they want. Written by three marketing experts, Tips & Traps for Marketing Your Business is filled with marketing best practices that show you how to win over new customers and make existing customers more profitable. You’ll also find practical and proven marketing tips and traps to help you grow your business, ...

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Tips and Traps for Marketing Your Business

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Overview

Win new customers—and keep them coming back

Whether you run a billion-dollar company or a mom-and-pop small business, you have to know your customers and know what they want. Written by three marketing experts, Tips & Traps for Marketing Your Business is filled with marketing best practices that show you how to win over new customers and make existing customers more profitable. You’ll also find practical and proven marketing tips and traps to help you grow your business, lessons learned from realworld experience, and tangible examples from the

leading companies in business today.

  • Connect with your target market
  • Unlock hidden streams of profit and increase sales
  • Develop and deliver a compelling story for your brand
  • Effectively and profitably manage customer relationships
  • Determine how much media weight is enough and how to avoid spending too much
  • Attract customers to your Web site
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Product Details

  • ISBN-13: 9780071494892
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 2/21/2008
  • Series: Tips and Traps Ser.
  • Edition number: 1
  • Pages: 256
  • Product dimensions: 0.48 (w) x 9.69 (h) x 7.44 (d)

Meet the Author

Scott W. Cooper is president of Marketing Engine

Group, a marketing planning firm, and coauthor of

The Successful Marketing Plan and The One-Day

Marketing Plan. Fritz P. Grutzner is President and founder of Brandgarten, a brand strategy consulting firm. Birk P. Cooper works in project management at Brandgarten.

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Table of Contents

Introduction: What Is Marketing?     1
Gathering Information     5
Defining the Scope of Your Business     27
Defining Your Brand     37
Who Is Your Target?     59
What Is Your Message?     73
Measuring Performance     87
Advertising and Promotion     103
Traditional Media     119
Publicity     133
Interactive Marketing     143
Creating the Customer Experience     167
Managing Customer Relationships     179
Innovation-Your Marketing Engine     189
A Final Word on Marketing Your Business     197
A Consumer Behavior Framework     199
Internet Analytics     207
Index     209
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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted April 15, 2008

    Design your Marketing Plan Quickly

    This great book connects the esoteric with the practical. Should be required reading for all sales, marketing and executive management. In today¿s fast-paced business environment, it is easy to forget the basics, and this book helped get us focused quickly with simple straight talk. I don¿t have time to be a marketing expert. I ordered this book for our senior executives after reading it over the weekend to get our brand focused and aligned with our business objectives. We now have a clear and exciting brand story and a solid marketing plan to tell it. It provides a logical and reasonable approach with many case references of real best practices. Regardless of your company¿s size, this is good common sense marketing review.

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