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基本説明
Includes 861 marketing strategies and tactics succinctly by category.
Full Description
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.
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
