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Cover Page
Title Page
Table of Contents
Marketing covers all parts of your business
Marketing is a philosophy
1.1 Marketing is about customers
1.2 Marketing is definitely not selling
1.3 Adapt and adopt, learn and evolve
1.4 Customers need to be seduced
Identify markets
2.1 Find a gap in the market
2.2 Define your ideal customer
2.3 Understand how and why they buy
2.4 Look at who really makes the decisions
2.5 Know your strengths and weaknesses
2.6 Define your proposition and values
2.7 Research your competitors
2.8 Analyse market trends and forces
2.9 Estimate market size and potential
Create what people want
3.1 Identify features and benefits
3.2 Understand your competitive edge
3.3 Get the mix right to manage life cycles
3.4 Bundle and unbundle
3.5 Match perceived value and price
3.6 Use discounts and warranty wisely
3.7 Look at added-value and value-added
3.8 Create great packaging and design
3.9 Badge to reach new markets
Look where people buy
4.1 Think beyond bricks and mortar
4.2 Identify where your customers will go
4.3 Multiple channels will get you in
4.4 Use silent salesmen
4.5 Add affiliate schemes
Devise your promotional mix
5.1 "Shoot with a rifle, not a shotgun"
5.2 Grab their attention
5.3 Cover all bases
5.4 Design posters and advertising
5.5 Use the press and media
5.6 Create press releases and drip feeds
5.7 Connect to buyers at trade events
5.8 Network with movers and shakers
5.9 Use loyalty schemes
5.10 Always support your brand
Get on the Internet
6.1 Make yourself visible
6.2 Be a shop window
6.3 Write email newsletters
6.4 Build blogs and podcasts
6.5 Offer forums and portals
6.6 Use viral marketing
6.7 Set up third party schemes
6.8 Join networking sites
Make an achievable plan
7.1 Be clear about your ambition
7.2 Create a thorough long-term plan
7.3 Always know how well you are doing
7.4 Not all customers are equal
7.5 Don't be afraid to adjust your approach
Jargon buster
Further reading
About the Author
Copyright
About the Publisher
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