Consumers are bombarded with thousands of marketing messages everyday telling them what they should do, where they should go and what they should buy. With this essential guide, learn how to get ahead of the competition, step by step, in just Six Weeks of practical guidance. Six Weeks to Perfect your Marketing Skills covers the following: Week 1: Writing Marketing Plans Week 2: Viral Marketing Campaigns Week 3: Building a Successful Brand Week 4: Direct Marketing Campaigns Week 5: Understanding Consumer Behaviour Week 6: Free Publicity For Your Business Also available in the series from August 2003: Six Weeks to Perfect Your Business Strategy Six Weeks to Perfect Your Professional Skills Six Weeks to Find a Job
Reihe
Sprache
Verlagsort
Verlagsgruppe
Produkt-Hinweis
Illustrationen
150 cartoons and diagrams
Maße
Höhe: 196 mm
Breite: 129 mm
Dicke: 35 mm
Gewicht
ISBN-13
978-0-340-81261-7 (9780340812617)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Klassifikation
1 - Week 1: Writing Marketing Plans 1.1 What is a marketing plan? / 1.2 Asking questions / 1.3 Researching the answers / 1.4 The objectives / 1.5 Converting objects into action plans / 1.6 Putting the plan together / 1.7 Using the marketing plan 2 - Week 2: Viral Marketing Campaigns 2.1 Getting the basics right / 2.2 Vital viral ingredients / 2.3 Step 1- content is king / 2.4 Step 2- keep it simple / 2.5 Step 3- remain results focused / 2.6 Step 4- integrate the customer touch points / 2.7 Get going... 3 - Week 3: Building a Successful Brand 3.1 From products to brands: what brands are and how to use them / 3.2 What have we got? The brand audit: company and customers / 3.3 Completing the audit: analysing competitors and channels to market / 3.4 Constructing the plan / 3.5 Bringing the brand to life / 3.6 Communicating the plan and building brand relationships / 3.7 Managing the plan: review of the process and golden rules 4 - Week 4: Direct Marketing Campaigns 4.1 Taking stock of customers, competitors and capability / 4.2 Planning your strategy and setting objectives / 4.3 Finding the right customers: targeting and segmentation / 4.4 Building and using your marketing database effectively / 4.5 Selecting and combining the right media / 4.6 Creating and executing campaigns with impact / 4.7 Summing it all up: measurement and management of success 5 - Week 5: Understanding Consumer Behaviour 5.1 Basic customer psychological processes / 5.2 Customer attitudes to money / 5.3 Consumer purchasing / 5.4 Different types of consumer / 5.5 Product branding and advertising / 5.6 Product retailing / 5.7 Negative effects and implications 6 - Week 6: Free Publicity For Your Business 6.1 Managing expectations and objectives / 6.2 Targeting the right people in the media / 6.3 Structuring your press release / 6.4 The follow-up call: handling journalists and press events / 6.5 Sustaining press contact / 6.6 Free public relations: other ideas to get you noticed / 6.7 Top ten mistakes and how to avoid them
