Marketer's Toolkit
eBook - PDF

Marketer's Toolkit

The 10 Strategies You Need To Succeed

,
  1. 229 pages
  2. English
  3. PDF
  4. Available on iOS & Android
eBook - PDF

Marketer's Toolkit

The 10 Strategies You Need To Succeed

,

About this book

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.The Harvard Business Essentials series is designed to provide comprehensive advice, personal coaching, background information, and guidance on the most relevant topics in business. Whether you are a new manager seeking to expand your skills or a seasoned professional looking to broaden your knowledge base, these solution-oriented books put reliable answers at your fingertips.

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Information

Publisher
Harvard Business Review Press
Year
2006
Print ISBN
9781591397625
eBook ISBN
9781422160848
Topic
Business
Subtopic
Management
Index
Business

Table of contents

  1. Contents
  2. Introduction
  3. 1. Marketing Strategy: How It Fits with Business Strategy
  4. What Is Strategy?
  5. The Strategy Process
  6. Where Marketing Fits In
  7. Marketing Strategy and Product Life Cycles
  8. Summing Up
  9. 2. Creating a Marketing Plan: An Overview
  10. Implementing Your Plan via the Marketing Mix
  11. Controlling Plan Implementation
  12. Summing Up
  13. 3. Market Research: Listen and Learn
  14. Formal Market Research
  15. Two Formal Methods for Analyzing Buyer Preferences
  16. Informal Research Methods: Close Customer Contact
  17. Summing Up
  18. 4. Market Customization: Segmenattion, Targeting, and Positioning
  19. Segmentation
  20. From Segmentation to Targeting
  21. Positioning
  22. Summing Up
  23. 5. Competitor Analysis: Understand Your Opponents
  24. Who Are Your Competitors?
  25. Characteristics for Analysis
  26. Porter’s Five Forces Framework
  27. Summing Up
  28. 6. Branding: Differentiation That Customers Value
  29. Differentiation of Commodity Products and Services
  30. Approaches to Differentiation
  31. Differentiation That Matters
  32. Summing Up
  33. 7. The Right Customers: Acquistion, Retention , and Development
  34. Customer Economics
  35. Customer Retention
  36. Customer Development
  37. Summing Up
  38. 8. Developing New Products and Services: The Marketers Role
  39. The Two Types of New Products
  40. Extending Product Lines into New Segments
  41. The New-Product Process
  42. The Marketer’s Role
  43. Your New-Product Strategy
  44. Summing Up
  45. 9. Pricing It Right: Strategies, Applications, and Pitfalls
  46. Cost-Plus Pricing
  47. Price Skimming
  48. Penetration Pricing
  49. Prestige Pricing
  50. Bait and Hook Pricing
  51. Customer-Perceived Value: The Ultimate Arbiter of Price
  52. Pricing and the Product Life Cycle
  53. Summing Up
  54. 10. Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation
  55. The Goal of Marketing Communications
  56. Communication Vehicles
  57. Putting It All Together
  58. The Management Challenge
  59. Summing Up
  60. 11. Interactive Marketing: New Channel, New Challenge
  61. Growing Online Sales
  62. E-mail Marketing
  63. Web-Based Merchandising
  64. Summing Up
  65. 12. Marketing Across Borders: Its a Big, Big World
  66. Product Decisions
  67. Promotion
  68. Place (or Distribution)
  69. Price
  70. Controlling Global Marketing Decisions
  71. Summing Up
  72. 13. The Future of Marketing: Tomorrow's Challenges
  73. Today’s Buyers Have More Information
  74. Delivering on the Promise
  75. Cutting Through the Clutter
  76. Market Fragmentation
  77. The Ethics of Marketing
  78. Appendix Useful Implementation Tools
  79. Notes
  80. Glossary
  81. For Further Reading
  82. Index
  83. About the Subject Adviser
  84. About the Writer