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Marketing Your Business: A Guide to Developing a Strategic Marketing Plan / Nykiel, Ronald A.
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Marketing Your Business: A Guide to Developing a Strategic Marketing Plan
Nykiel, Ronald A.
 
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List Price : US$ 34.44
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  Book ID : 29897
  ISBN-10 : 81-269-0557-3 / 8126905573
  ISBN-13 : 978-81-269-0557-7 / 9788126905577
  Place of Publication : Delhi
  Year of Publication : 2005
  Edition : (First Edition)
  Language : English
  xvi, 312p., Figs., Tables, App., Gloss., Bib., Index, 23 cm.
   
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 CONTENTS
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CONTENTS:- Preface.

Part A: The Strategy Selection Process.
1. Defining Your Business Strategy.
2. Assessing Focal Points.
3. Selecting Strategies.

Part B: Selecting Weaponry.
4. Advertising.
5. Public Relation.
6. Promotions.
7. Merchandising.
8. Database Marketing.
9. Electronic Marketing.
10. Packaging.
11. Branding.
12. Pricing.
13. Sales.
14. Customer Service.
15. Crisis Management.
16. Marketing and the Law.
17. Marketing Budget.

Part C: The Marketing Plan and the Marketing Audit.
18. The Strategic Marketing Plan.
19. The Complete Marketing Audit.

Appendix 1: Work Forms.
Appendix 2: Marketing Intelligence Information Sources.
Appendix 3: Marketing- Related Associations.

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 DESCRIPTION
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This essential book shows you how to design a strategic marketing plan for any brand, product, service, or business! It explains all of the major marketing disciplines-advertising, budgeting, promotions, pricing, Sales, database marketing, public relations, packaging, positioning, legal issues, and more. It also teaches you to conduct a marketing audit, provides helpful sample worksheets and forms and includes case examples, a glossary of marketing terms, and appendixes discussing sources of "marketing intelligence" and professional marketing associations.
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