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High impact marketing that gets results

Author: Ardi Kolah
Publisher: London ; Philadelphia, PA : Kogan Page, 2013.
Series: Guru in a bottle®.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
This book will help you to use tried and tested no-fuss marketing methods to boost awareness of your brand among new and established customers. We'll give you the confidence to segment your market and customers so you can choose the right strategies for your business, products and services. You'll learn how to avoid costly mistakes with effective research and a practical marketing plan as well as how to use online  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Kolah, Ardi.
High impact marketing that gets results.
London ; a Philadelphia, PA : Kogan Page, 2013
(DLC) 2012031192
(OCoLC)748331101
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Ardi Kolah
ISBN: 9780749464530 0749464534 9781283913508 128391350X
OCLC Number: 840429235
Description: 1 online resource (1 volume) : illustrations.
Contents: About the author; About Guru in a Bottle®; Foreword by Professor Malcolm McDonald; Introduction; About this book; 1 Market and customer segmentation; Introduction; The role of marketing planning; Determining the attractiveness of market segments; Market and customer segmentation in consumer markets; Market and customer segmentation in business markets; Approach to international market and customer segmentation; 2 Writing a marketing plan; Introduction; The market strategy; Strategic marketing plan; How to write a 12-month tactical marketing plan; 3 Understanding the marketing mix. IntroductionMarketing's new vocabulary; The customer and client journey; What's in the mix; Budget considerations; Marketing measurement; 4 Brochures, press ads and print copy; Introduction; Evidenced-based marketing; It's not what you offer but what you deliver; The power of photography; Basic principles of writing great marketing copy; How to prepare high impact marketing brochures; The mechanics of a press ad; Effective use of print copy; 5 Signs, posters and ambient media; Introduction; Best practice in creating signage; Best practice in creating posters; Modern use of ambient media. Future use of quick response (QR) codesAlternatives to QR codes; The future of OOH advertising; 6 E-marketing, m-marketing and direct marketing; Introduction; The nature of e-marketing; Building a mouse trap; Search engine optimization (SEO); Websites of tomorrow; Social e-marketing; Framework for measuring social e-marketing; The world of Twitter for business; Blogging in real time; The world of Facebook for business; Best practice in m-marketing; Best practice in direct marketing; 7 Public relations; Introduction; Management of reputation; Power of the narrative. Creating powerful PR 'products'PR and its relationship with public affairs; Offline versus online media; Social media and PR strategy; Research, planning and measurement; 8 Using promotions; Introduction; Objectives of sales promotions; Use of creativity in sales promotions; Off-the-shelf promotions; Joint promotions; Price promotions; Premium promotions (gift with purchase); Prize promotions; International sales promotions; International Chamber of Commerce Code (2011); 9 Top 10 common marketing mistakes to avoid; Introduction; 1. No vision or purpose to the marketing effort. 2. Assuming you know who your customers or clients are3. Linear thinking rather than creative thinking; 4. Looking at the world from your point of view; 5. Failing to understand the link between marketing and selling more stuff; 6. Being in 'transmit mode' rather than 'receive mode'; 7. Living in the past; 8. Not thinking in terms of outcomes but outputs; 9. Not learning from your customers and clients; 10. Not learning from your mistakes; 10 Top 10 ways to save money in marketing; Introduction; 1. Seek an opportunity in adversity; 2. Do more with less; 3. Think and act flexibly.
Series Title: Guru in a bottle®.
Other Titles: Guru in a bottle
Responsibility: Ardi Kolah.

Abstract:

This book discusses how to get more from less by applying frugality to every marketing activity undertaken, as well as showing how to maximise time and resources to achieve powerful and measurable.  Read more...

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"Strategy, tactics and guidelines for improving marketing effectiveness are brought to life in this excellent marketing book. I can warmly recommend it to any student or practitioner who wants an Read more...

 
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