Easy Step by Step Guide to Marketing
2nd Edition
Published on 1. March 2000
Book
Paperback/Softback
138 pages
978-0-9532987-6-1 (ISBN)
Description
All businesses have one thing in common - they need customers. So how do you get customers? How do you get them to buy from you? How do you build a competitive edge for your organization? This guide provides vital tips to help you win business and keep your existing customers coming back for more. The book features tips on: how to win and keep customers; how to understand your customers and their needs; how to make your organization more marketing orientated; how to use promotional tools to target customers; how to build a competitive edge for your organization; and how to draw up a marketing plan for your business.
More details
Series
Edition
2nd Revised edition
Language
English
Place of publication
Hampshire
United Kingdom
Target group
College/higher education
Professional and scholarly
Edition type
Revised edition
Dimensions
Height: 217 mm
Width: 136 mm
Weight
215 gr
ISBN-13
978-0-9532987-6-1 (9780953298761)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
Previous edition
Pauline Rowson
Easy Step by Step Guide to Marketing
Book
05/1999
Rowmark Ltd
€34.84
Article exhausted; check for reprint
Person
Pauline Rowson lives in the UK and is a professional conference speaker who has helped countless individuals and businesses improve their communication skills. For over twenty years she worked in marketing, media and sales where she trained people in selling techniques, presentation skills and handling the media.
Content
Introduction How to use this guide Chapter 1 What is Successful Marketing? What you will learn from this guide What is marketing? How marketing orientated is your business? Action Point In summary Chapter 2 Know Who Your Customers Are Understanding your customers Dividing your customers into groups Business Customers Consumer Markets Questions to ask about each group Differences between business and consumer buying Your database Action Point In summary Chapter 3 Know What Your Customers Buy Benefits and features Developing products/services that customers want The Product Life Cycle Extending the Product Life Cycle Developing new products/services Action Point In summary Chapter 4 Developing a Competitive Edge Branding Building a brand Choosing a brand name Image Elements of an image First Impressions Price Product/service differentiation Building an excellent reputation Action Point In summary Chapter 5 Pricing Setting Prices Pricing Strategies The Psychology of Pricing Price Changes Action Point In summary Chapter 6 The Market Place and Marketing Planning Strengths and Weaknesses Opportunities and Threats The Marketing Planning Process Setting Marketing Objectives Marketing Strategies Action Point In summary Chapter 7 The Marketing Action Plan The Promotional Tools Questions for using Promotional Tools Action Point In summary Chapter 8 Using the Promotional Tools Advertising Some Golden Rules Promoting a Service Direct Marketing Secrets of a Good Mailshot Newsletters Corporate Brochures Exhibitions Sponsorship Building a positive press profile In summary Chapter 9 Putting it Together Action Points The Marketing Plan Summary