Marketing Your Business

Ronald A Nykiel, Robert E Stevens, David L Loudon

• Preface Acknowledgments Introduction Part A. The Strategy Selection Process Chapter 1. Defining Your Business Strategy Case Example 1: Another Perspective Case Example 2: Providing Value and Reducing Costs Chapter 2. Assessing Focal Points Types of Marketing Research Marketing Research Techniques Marketing Research Presentation Tools Case Example 1: Looking Within Case Example 2: Mailing Less and Making More Chapter 3. Selecting Strategies Positioning Strategies Case Example 1: Positioning to Perfection Case Example 2: Speed, Reliability, and Convenience Part B. Selecting Weaponry Chapter 4. Advertising Advertising Guidelines The Six-Step Advertising Process Do It Yourself or Select an Agency? Advertising Types and Themes Market Coverage Media Selection Case Example 1: Extreme Target Market Execution Case Example 2: Icon Power Chapter 5. Public Relations What Public Relations Is Tools of Public Relations Case Example 1: Sources and Experts Case Example 2: The Power of the Survey and Award Chapter 6. Promotions Keys to Successful Promotions Types of Promotions Case Example 1: More Than a Promotion Case Example 2: Left Brain/Right Brain Chapter 7. Merchandising Types of Merchandising Merchandising Your Employees Merchandising Checklist Case Example 1: Accessories and Gifts Case Example 2: Color Themes Case Example 3: Psychological Merchandising Chapter 8. Database Marketing Database Systems Sales Through Direct Mail Case Example 1: The Check Is in the Mail Case Example 2: By Invitation Only Chapter 9. Electronic Marketing Internet Uses Electronic Marketing Checklist Case Example 1: Making It Work for Everyone Case Example 2: Major Mistakes Chapter 10. Packaging Benefits of Packaging Case Example 1: Being Different Case Example 2: Riding a Wave and Right Name/Right Color Chapter 11. Branding Brand Strategy The Measurement of Brand Associations Case Example 1: The Character of a Brand Case Example 2: Name Compatibility Chapter 12. Pricing Pricing Techniques Case Example 1: Winning with the Same Price Case Example 2: Paying Later Adds Value and Moves Product Chapter 13. Sales Changing Strategy Personal Sales Knowledge Acquisition Selling Strategies Measuring and Rewarding Case Example 1: The Tale of the Two Inns Case Example 2: The Worthwhile Investment Chapter 14. Customer Service Customer Service Strategies Case Example 1: Really Tailored Customer Service Case Example 2: A Total Customer Mentality Chapter 15. Crisis Management Five Key Steps in Crisis Management Case Example 1: What Not to Do Case Example 2: The Unbreakable That Wasn’t Chapter 16. Marketing and the Law Chapter 17. Marketing Budget Preparation Methods Presentation Components Part C. The Marketing Plan and the Marketing Audit Chapter 18. The Strategic Marketing Plan The Preface Executive Summary Competitive and Environmental Assessment Mission Statement Goals and Objectives Driving Forces Strategies and Tactics Program Plans Recommendations The Vision Slogans Issues Measurements and Results Budget The Appendix Chapter 19. The Complete Marketing Audit Appendix 1. Work Forms Work Forms Index Appendix 2. Marketing Intelligence Information Sources Appendix 3. Marketing-Related Associations Notes Glossary Additional Key Terms Bibliography Index Reference Notes Included