Stuart C. Rogers

Marketing Strategies, Tactics, and Techniques

A Handbook for Practitioners

• Gebundenes Buch

Produktbeschreibung

For professionals who feel lost in a forest of marketing and for students who need ways to organize and access what they are learning quickly, this is the guide and sourcebook for you. Rogers lists and defines 1,012 marketing strategies and tactics succinctly by category, and provides a way to retrieve them by any of the different names they're known by. He explains several hundred proven marketing techniques, and defines essential and obscure marketing terms. As a reliable how-to for people preparing formal plans for projects in marketing, advertising, and public relations, Rogers' field tested material, his own and others', can be quickly understood and immediately applied. The result is a unique, necessary resource for marketers on the way up--and for those already there. Rogers' approach is simple and linear. First, he describes a basic method for developing a marketing plan by detailing effective research techniques. He illustrates how to identify prime customers and prospects, as well as how to evaluate products, services and organizations, and then imparts the objective-setting process, including directions for establishing clear and measurable marketing goals. He defines specific tactics, offering a glossary of terms. Strategies are listed in separate chapters, categorized by their application to: market, product or service, name or brand, packaging, pricing, distribution or logistics, and other criteria. In addition, he discusses key promotion strategies that will increase the success of current marketing efforts. The book concludes with 19 appendices that present tabular detail and other valuable information.

Produktdetails

• Verlag: Praeger
• Seitenzahl: 412
• Erscheinungstermin: 30. Juli 2001
• Englisch
• Abmessung: 240mm x 161mm x 27mm
• Gewicht: 783g
• ISBN-13: 9781567204117
• ISBN-10: 1567204112
• Artikelnr.: 22354091

Autorenporträt

STUART C. ROGERS, for 10 years a marketing professor at the Daniels College of Business, University of Denver, has taught a variety of courses and seminars in marketing and strategic planning. Before teaching, Rogers' 40-year marketing career included executive positions with Eastman Kodak Company, Benton & Bowles advertising agency, the U.S. Information Agency, and his own marketing consultancy. He is the author of numerous articles, white papers, and six previous books on marketing.

Inhaltsangabe

Preface Introduction Essentials Before You Strategize Marketing Planning
Versus Business Planning Marketing Research How to Identify and Profile
Your Target Markets and Publics for Strategic Marketing Planning Total
Quality Marketing and SWOT Analysis How to Set Clear Marketing Objectives
How to Convert Objectives to Measurable Goals The Nuts and Bolts of Market
Planning Market Strategies Product and Service Strategies Name, Brand, and
Trademark Strategies Packaging Strategies Pricing Strategies Distribution,
Logistics, and Channel Competitive Strategies Positioning Strategies Offer
Strategies Marketing Communications and Media Strategies The Aesthetics of
Marketing Planning Types of Advertisements and Creative Strategies
Rhetorical Creative Strategies Product- or Service-Related Creative
Strategies Artistic and Emotional Creative Strategies Logical Creative
Strategies The Execution of Marketing Planning Campaign Strategies
Marketing Communications Copywriting Techniques Advertising Design, Art,
and Typographic Strategies, and Techniques Television Commercial Production
Techniques Selling-Letter Strategies and Techniques Electronic Commerce and
Internet Tactics Persuasion in Marketing Planning Sales Promotion
Strategies Public Relations Strategies Publicity Strategies Personal
Selling Strategies Objection and Closing Strategies Customer Service
Strategies and Techniques Presentation and Public Speaking Strategies
Tradeshows, Seminars, and Open-House Events Quantitative Strategies for
Marketing Revenue Forecasting Strategies Budgeting Strategies Evaluation
and Testing Techniques Marketing Management Concerns Marketing Management
Strategies Information, Your Message, and Ethics Conclusion How to Write a
Marketing Strategy Statement How to Evaluate Strategic Marketing Cases
Appendix 1: The Fundamentals of Marketing Appendix 2: Topical Outline for a
Marketing Plan Appendix 3: Secondary Research Sources Appendix 4: How to
Prepare a Survey Questionnaire Appendix 5: How to Define Your Target
Markets and Publics Appendix 6: Types of Marketing Communications Media
Appendix 7: Advertising Media Formulas Appendix 8: Items for a Creative
Work Plan Appendix 9: A Test for Honest Advertising Appendix 10: Techniques
for Writing a News Release Appendix 11: A Checklist of Idea-Starters for
Publicity Appendix 12: Crisis Management Appendix 13: Special Event List
for Retailers and Proven Themes for Sales Managers Appendix 14: Ten-Week
Open-House Countdown to Success Planning Checklist Appendix 15: American
Marketing Association Code of Ethics Appendix 16: American Marketing
Association Code of Ethics for Marketing on the Internet Appendix 17:
Marketing, Advertising, and Management Professional Associations Appendix
18: Marketing, Management, and General Business Magazines Appendix 19:
Marketing, Management, and General Business Newsletters Index