Marketer's Toolkit : The 10 Strategies You Need to Succeed

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ISBN: 9781591397625 | 1591397626
Cover: Paperback
Copyright: 2/16/2006

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Effective marketing can mean the difference between runaway successes and costly flops. Covering everything from customer programs to ad campaigns to sales promotions, this is every marketer's hands-on guide to turning opportunities into profits.

Introduction

Marketing Strategy

(18)

How It Fits with Business Strategy

What Is Strategy?

(2)

The Strategy Process

(1)

Where Marketing Fits In

(3)

Marketing Strategy and Product Life Cycles

(8)

Summing Up

(3)

Creating a Marketing Plan

(12)

An Overview

From Strategy to Plan

(1)

Implementing Your Plan via the Marketing Mix

(7)

Controlling Plan Implementation

(1)

Summing Up

(2)

Market Research

(20)

Listen and Learn

Formal Market Research

(2)

Two Formal Methods for Analyzing Buyer Preferences

(8)

Informal Research Methods: Close Customer Contact

(7)

Summing Up

(1)

Market Customization

(14)

Segmentation, Targeting, and Positioning

Segmentation

(4)

From Segmentation to Targeting

(2)

Positioning

(3)

Summing Up

(2)

Competitor Analysis

(12)

Understand Your Opponents

Who Are Your Competitors?

(2)

Characteristics for Analysis

(4)

Porter's Five Forces Framework

(2)

Summing Up

(2)

Branding

(12)

Differentiation That Customers Value

Differentiation of Commodity Products and Services

(2)

Approaches to Differentiation

(5)

Differentiation That Matters

(1)

Summing Up

(2)

The Right Customers

(14)

Acquisition, Retention, and Development

Customer Economics

(6)

Customer Retention

(3)

Customer Development

(3)

Summing Up

102

(1)

Developing New Products and Services

103

(22)

The Marketer's Role

The Two Types of New Products

105

(4)

Extending Product Lines into New Segments

109

(3)

The New-Product Process

112

(5)

The Marketer's Role

117

(3)

Your New-Product Strategy

120

(1)

Beyond New

120

(2)

Summing Up

122

(3)

Pricing It Right

125

(20)

Strategies, Applications, and Pitfalls

Cost-Plus Pricing

127

(1)

Price Skimming

128

(2)

Penetration Pricing

130

(2)

Exploiting the Experience Curve

132

(1)

Prestige Pricing

133

(1)

Bait and Hook Pricing

134

(1)

Price Promotions

135

(3)

Customer-Perceived Value: The Ultimate Arbiter of Price

138

(1)

Pricing and the Product Life Cycle

139

(3)

Summing Up

142

(3)

Integrated Marketing Communications

145

(12)

Creativity, Consistency, and Effective Resource Allocation

The Goal of Marketing Communications

147

(1)

Communication Vehicles

148

(4)

Putting It All Together

152

(1)

The Management Challenge

153

(1)

Summing Up

154

(3)

Interactive Marketing

157

(14)

New Channel, New Challenge

Growing Online Sales

158

(4)

E-mail Marketing

162

(4)

Web-Based Merchandising

166

(3)

Summing Up

169

(2)

Marketing Across Borders

171

(14)

It's a Big, Big World

Product Decisions

173

(4)

Promotion

177

(1)

Place (or Distribution)

178

(1)

Price

179

(1)

Controlling Global Marketing Decisions

180

(2)

Summing Up

182

(3)

The Future of Marketing

185

(12)

Tomorrow's Challenges

Today's Buyers Have More Information

186

(1)

Delivering on the Promise

187

(1)

Cutting Through the Clutter

188

(2)

Market Fragmentation

190

(1)

Measurement and Accountability

191

(2)

The Ethics of Marketing

193

(2)

Summing Up

195

(2)

Appendix: Useful Implementation Tools

197

(6)

Notes

203

(4)

Glossary

207

(8)

For Further Reading

215

(8)

Index

223

(6)

About the Subject Adviser

229

(1)

About the Writer

230

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Marketer's Toolkit : The 10 Strategies You Need to Succeed

Summary

Table of Contents

Supplemental Materials