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基本説明
Shows how to design a strategic marketing plan for any brand, product, service or business, touching on all the major marketing disciplines - advertising, budgeting, positioning, etc.
Full Description
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!
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
