最 低 价：￥132.90
定 价：￥166.09
作 者：MarciaLaytonTurner 著 著
出 版 社：Oversea Publishing House
出版时间：2006-10-1
I S B N：9780471799078
| Introduction Ⅰ Marketing Matters 1 Zeroing In on Your Customer Divide and conquer How many customers make a successful business? Who are you currently selling to? Understanding demographics Picture your perfect customer Just the facts 2 Why Customers Buy Decisions, decisions: How customers buy Your product meets their needs Your product has a competitive advantage Your product is priced right Your product is convenient Just the facts 3 Know Your Enemies Who are they? What do they offer? How do they measure up? What’s their marketing strategy? Take an inside look at their operations Information is power Just the facts Ⅱ Planning Your Success 4 Positioning Perception is reality Who’s on first? What makes you different? Positioning strategies Holding on to the lead The follower advantage Just the facts 5 Goal Setting The bottom line Financial goals Customer goals Image goals Just the facts 6 Your Marketing Plan Why plan? Outline of a plan A marketing plan’s long-term value Just the facts Ⅲ The Least Expensive Ways to Market Your Business 7 Public Relations Relevancy Contact point PR tools More advanced PR tools Beyond publicity Just the facts 8 Networking Be prepared Trade and professional organizations Alumni groups Volunteer and civic organizations Private clubs Online networking Networking groups and tip clubs Barter exchanges Referrals How not to network Follow up or fail Just the facts 9 Public Speaking Public presentations Seminars Courses Webinars Getting comfortable with public speaking Preparing a presentation Just the facts Ⅳ Moderately Priced Marketing Approaches 10 Online Marketing The best online tool: Your Web site Digitally communicating your message Just the facts 11 Printed Pieces Must have: The basics Helpful to have Just the facts 12 Sales Promotion Opportunities Selling to new customers Selling more to existing customers Selling higher value offerings to existing customers Just the facts 13 In-Person Marketing Manning a booth at trade shows Setting up appointments and meetings Making presentations Door-to-door calls Using sandwich boards Handing out flyers Just the facts 14 Telemarketing Rules you don’t want to break Cold calling Warm calling Outsourcing Inbound telemarketing Teleseminars Just the facts Ⅴ Higher-Cost (But Highly Effective) Marketing Tools 15 Branding Consistency Awards Certifications Promotional products Packaging Employee dress and/or uniforms Signage Sponsorships Just the facts 16 Advertising Print advertising Broadcast Out-of-home advertising Indoor opportunities Inserts Online Advertising Design Do’s and Don’ts Just the facts Ⅵ Finding What Works and Sticking With It 17 Choices, Choices The top tier: Selecting the most important activities Expanding with additional marketing tools When to do it yourself; when to delegate Just the facts 18 Evaluating What’s Working and What’s Not Tracking marketing methods Testing your message(s) Knowing when to stop Just the facts 19 Reuse, Recycle, Repurpose One-shot deals are a waste Integrated marketing is the most cost effective Getting better results without breaking the bank Just the facts Ⅶ Appendices A Glossary B Resource Directory Organizations Web sites C Further Reading Index |
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