Marketer's Toolkit The 10 Strategies You Need to Succeed

ISBN-10: 1591397626
ISBN-13: 9781591397625
Edition: 2005
List price: $24.95 Buy it from $2.03 Rent it from $15.98
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Description: Effective marketing can mean the difference between runaway successes and costly flops. Covering everything from customer programs to ad campaigns to sales promotions, this is every marketer's hands-on guide to turning opportunities into profits.

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Book details

List price: $24.95
Copyright year: 2005
Publisher: Harvard Business Review Press
Publication date: 2/1/2006
Binding: Paperback
Pages: 229
Size: 6.00" wide x 9.00" long x 0.75" tall
Weight: 1.122
Language: English

Effective marketing can mean the difference between runaway successes and costly flops. Covering everything from customer programs to ad campaigns to sales promotions, this is every marketer's hands-on guide to turning opportunities into profits.

Introduction
Marketing Strategy: How It Fits with Business Strategy
What Is Strategy?
The Strategy Process
Where Marketing Fits In
Marketing Strategy and Product Life Cycles
Summing Up
Creating a Marketing Plan: An Overview
From Strategy to Plan
Implementing Your Plan via the Marketing Mix
Controlling Plan Implementation
Summing Up
Market Research: Listen and Learn
Formal Market Research
Two Formal Methods for Analyzing Buyer Preferences
Informal Research Methods: Close Customer Contact
Summing Up
Market Customization: Segmentation, Targeting, and Positioning
Segmentation
From Segmentation to Targeting
Positioning
Summing Up
Competitor Analysis: Understand Your Opponents
Who Are Your Competitors?
Characteristics for Analysis
Porter's Five Forces Framework
Summing Up
Branding: Differentiation That Customers Value
Differentiation of Commodity Products and Services
Approaches to Differentiation
Differentiation That Matters
Summing Up
The Right Customers: Acquisition, Retention, and Development
Customer Economics
Customer Retention
Customer Development
Summing Up
Developing New Products and Services: The Marketer's Role
The Two Types of New Products
Extending Product Lines into New Segments
The New-Product Process
The Marketer's Role
Your New-Product Strategy
Beyond New
Summing Up
Pricing It Right: Strategies, Applications, and Pitfalls
Cost-Plus Pricing
Price Skimming
Penetration Pricing
Exploiting the Experience Curve
Prestige Pricing
Bait and Hook Pricing
Price Promotions
Customer-Perceived Value: The Ultimate Arbiter of Price
Pricing and the Product Life Cycle
Summing Up
Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation
The Goal of Marketing Communications
Communication Vehicles
Putting It All Together
The Management Challenge
Summing Up
Interactive Marketing: New Channel, New Challenge
Growing Online Sales
E-mail Marketing
Web-Based Merchandising
Summing Up
Marketing Across Borders: It's a Big, Big World
Product Decisions
Promotion
Place (or Distribution)
Price
Controlling Global Marketing Decisions
Summing Up
The Future of Marketing: Tomorrow's Challenges
Today's Buyers Have More Information
Delivering on the Promise
Cutting Through the Clutter
Market Fragmentation
Measurement and Accountability
The Ethics of Marketing
Summing Up
Useful Implementation Tools
Notes
Glossary
For Further Reading
Index
About the Subject Adviser
About the Writer

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