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Description: Although the basic principles and theories of marketing haven`t changed, many of the tools have. With new reliance on online tools to get results, it`s more important than ever for businesses to be up-to-date on the latest techniques. Marketing Your Business covers all of these aspects of marketing to develop a strategy and increase profit, including detailed advice on how to carry out market research in the digital age and how to use the resulting information to develop specific objectives and strategies. It explains how to:
¢ use the internet
¢ set up websites and online shops
¢ use traditional and online public relations including social media
¢ plan advertising and sales promotion campaigns
¢ prepare sales literature
¢ manage exhibitions
Also with practical advice and tips on getting into exporting as well as a thorough explanation of the new marketing concept Application Selling, Marketing Your Business is an all-in-one guide to everything you need to know about marketing today.
Contents: Introduction ¢ Marketing - the basics ¢ How does marketing differ from selling? ¢ Product ¢ Price ¢ Promotion ¢ Place ¢ Marketing planning ¢ Summary ¢ The effective use of marketing research ¢ Why is marketing research necessary? ¢ Methods of obtaining data for market research ¢ Field research ¢ Desk research ¢ Product and statistical information ¢ Consumer information ¢ How to plan your marketing research ¢ Practical examples ¢ Summary ¢ Situation analysis ¢ Internal market research ¢ Market segmentation ¢ Information checklists ¢ How to present the information ¢ Situation analysis ¢ Setting marketing objectives ¢ Marketing strategies ¢ Action plans ¢ Summary ¢ Websites and e-commerce ¢ Websites ¢ Setting up a website ¢ Internal websites (Intranets) ¢ Setting up an online shop ¢ Other useful website tools ¢ Social media ¢ What does the future hold? ¢ Summary ¢ The role of public relations in the internet age ¢ The PR resource ¢ The public relations programme - objectives and strategies ¢ Some tools used in public relations ¢ Key channels of communication used in public relations ¢ Online public relations ¢ Other roles of public relations ¢ Summary ¢ Channels to market ¢ Marketing channels ¢ Physical distribution, warehousing and factory location ¢ Examples of strategies for distribution ¢ Summary ¢ Advertising and sales promotion ¢ Advertising ¢ Online advertising ¢ Planning your advertising campaign ¢ Sales promotion ¢ Examples of strategies for advertising and sales promotion ¢ Summary ¢ Promotional materials, presentations and exhibitions ¢ Sales literature ¢ Presentations ¢ Exhibitions ¢ Examples of strategies involving exhibitions ¢ Summary ¢ Products and pricing ¢ The product portfolio ¢ Examples of product strategies ¢ Product pricing ¢ Examples of pricing strategies ¢ Launching a new product ¢ Summary ¢ Application selling ¢ The concept ¢ Preparation of key material ¢ Preparing the application manual, customer and training presentations ¢ The introduction programme ¢ Summary ¢ Getting into overseas markets ¢ The benefits of exporting ¢ Assistance for exporters ¢ Overseas markets ¢ Individual export markets ¢ Summary ¢ Index.
About the Author: John Westwood has held a wide variety of senior sales and marketing positions and is currently an independent marketing consultant. He is the author of How to Write a Marketing Plan, 30 Minutes to Write a Marketing Plan and The Marketing Plan Workbook (all published by Kogan Page).
Special prices are applicable to the authorised sales territory only.
Prices are subject to change without prior notice. ISBN 9780749462710
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Pages : 264
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