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How to market your business : a practical guide to advertising, PR, selling, and direct and online marketing

Author: Dave Patten
Publisher: London ; Philadelphia, PA : Kogan Page, 2008.
Series: Sunday times business enterprise series.; NetLibrary.
Edition/Format:   Print book : English : 6th edView all editions and formats
Summary:

A guide that offers you tried and tested advice on constructing profitable marketing strategies for your business. Revealing how you can revitalise your products and services with some basic  Read more...

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Dave Patten
ISBN: 9780749451455 0749451459
OCLC Number: 180190865
Notes: Revised edition of: Successful marketing for the small business. 5th ed.
Description: vii, 262 pages : illustrations ; 24 cm.
Contents: What is marketing? --
Service or product? --
Who is the customer? --
Parting people from their money --
Price is king? --
Features and benefits --
Isolate the segment --
Heavy users --
Growth segments in the consumer market --
Growth segments in the business market --
Make your product different --
Avoid lone products --
Positioning --
Hunt for gaps --
The distribution chain --
Margins and mark-ups --
Brand identity --
Pricing for profit --
Pricing policy --
The special problems of marketing services --
The product life cycle --
The marketing mix --
Location --
Marketing plans --
Summary --
Market research --
Using the internet --
The reference library --
Marketing information --
Where to find specialist libraries --
The trade press --
Trade fairs and exhibitions --
Trademarks, patents and registered designs --
Assessing the competition --
Testing the idea --
Spotting new markets --
Market research checklist --
The Internet --
Objectives --
The costs of setting up a website --
Domain names --
What your website should include --
Help the search engine --
Ad-words --
Test the site --
Help (and hook) the visitor --
Keeping customers coming back --
Branding --
Monitoring visitors --
Newsgroups, blogs and mailing lists --
Trading on-line: e-commerce --
Setting up an e-commerce site --
Summary --
Further reading --
Advertising --
Some figures --
Think of a customer --
Setting objectives --
Positioning --
Where to advertise --
Which media to choose? --
And the costs --
Some advertising jargon --
Using an advertising agency --
Designing your own ads --
Some common mistakes --
Text --
Some advertisement techniques --
Inserts can be most effective --
Freephone --
What to say --
Cooperative advertising --
The Yellow Pages problem --
Project a corporate image --
Buying print --
Desktop publishing --
Some printing terms --
Photography --
Product liability --
Packaging and point of sale --
Franchising --
Further sources --
Summary --
Direct response marketing --
Where the profit lies --
Off-the-page advertising --
Why direct mail can be so cost-effective --
Lifestyle lists --
What do you send? --
How to write effective sales letters --
Testing, testing --
It all costs money --
Growth areas --
Catalogue design --
Door to door --
Form a club --
Party plan --
The Post Office --
Useful addresses --
Telephone marketing --
Network marketing --
Summary --
Public relations --
PR objectives --
Understanding the media industry --
Keeping up the momentum --
Other PR techniques --
Charity work --
Open days --
Summary --
Selling and sales promotion --
People who buy people --
Setting objectives --
Know your product --
Planning saves time --
Get organized --
How to get past the personal assistant --
The presentation --
What the buyer worries about --
Learn to listen --
Difficult buyers --
Buying indicators --
Concessions --
Handling objections --
Second sourcing --
Closing the sale --
Other products and other customers --
The dangers of sale or return --
The art of demonstrating --
Quotations, invoices and terms of trading --
Using agents --
Telephone sales --
Customer care --
Sales promotion --
Price manipulation --
Loyaltyschemes --
Competitions --
Promotional gifts --
Summary --
Exhibitions and shows --
How to choose the right show --
Objectives --
Cost --
Stand design --
Pre-show publicity --
Staff training and selling --
Showing the welcome mat --
Sales literature --
Stay smart --
After the show --
Summary --
Sources --
Starting in exports --
Staying in the United Kingdom --
Freight forwarders --
Where to export --
Getting paid --
Some export terminology --
Reference sources --
New products: innovation, patents, licensing and design --
So what's the big idea? --
Be realistic --
Keep it confidential --
Intellectual property --
Licensing --
What are the rewards? --
Other help --
Reference sources --
A moral tale --
And finally --
my 12 golden rules.
Series Title: Sunday times business enterprise series.; NetLibrary.
Responsibility: Dave Patten.
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"Thoroughly rewritten to keep readers up to date with all the new channels to market." Profit, May/June 2008

 
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