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Marketing is one of the most important aspects in business today, but it's also highly competitive and complicated, with intricate strategies and methods of delivery to understand and retain. This guide covers various aspects of marketing.
List of contents
Introduction.
Part I: Where You Are, Where You're Going.
Chapter 1: Making the Most of Your Marketing.
Chapter 2: Clarifying Your Marketing Strategy.
Chapter 3: Writing a Marketing Plan.
Part II: Creative Thinking, Powerful Marketing.
Chapter 4: Researching Your Customers, Competitors and Industry.
Chapter 5: Harnessing Creativity in Your Business.
Chapter 6: Making Your Marketing Communications More Powerful.
Part III: Advertising Everyone can Do.
Chapter 7: Brochures, Press Ads and Print.
Chapter 8: Signs, Posters and More.
Chapter 9: TV and Radio Ads (or Your Own Show!)
Part IV: Powerful Alternatives to Advertising.
Chapter 10: E-marketing.
Chapter 11: Using Search Engines.
Chapter 12: Tapping into Networking Sites.
Chapter 13: Direct Marketing and Telemarketing.
Chapter 14: Public Relations and Word of Mouth.
Chapter 15: Face-to-Face Marketing.
Part V: Connecting With Your Customers.
Chapter 16: Branding, Managing and Packaging a Product.
Chapter 17: Using Price and Promotions.
Chapter 18: Distribution, Retail and Point of Purchase.
Chapter 19: Sales and Service Essentials.
Part VI: The Part of Tens.
Chapter 20: Ten Common Marketing Mistakes to Avoid.
Chapter 21: Ten (Or So) Ways to Save Money in Marketing.
Chapter 22: Ten (Or So) Ideas for Lower-Cost Advertising.
Index.
About the author
Alexander Hiam is the president of INSIGHTS, which provides leadership, conflict management, and negotiation programs and materials to managers in business and government for clients such as the FBI, U.S. Coast Guard, 3M and others.
