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How to Market Your Business : A Practical Guide to Advertising, PR, Selling and Direct and Online Marketing - Dave Patten

How to Market Your Business

A Practical Guide to Advertising, PR, Selling and Direct and Online Marketing

Paperback Published: 1st May 2008
ISBN: 9780749451455
Number Of Pages: 272

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Written in straightforward language, this useful guide
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 marketing know-how, "How to
Market Your Business" covers market research,
advertising, promotion, selling techniques, product
launches, and use of the internet - everything you need
to ensure your product reaches your market successfully.
Now fully updated, this new sixth edition has been
thoroughly rewritten to keep you up to date with all the
new channels to market, in particular those offered by
the internet. With a strong emphasis on practical advice
this is an essential guide to good marketing on a tight
budget for anyone, regardless of their level of marketing
experience.

"Thoroughly rewritten to keep readers up to date with all the new channels to market." Profit, May/June 2008

Prefacep. ix
What is marketing?p. 1
Service or product?p. 2
Who is the customer?p. 3
Parting people from their moneyp. 5
Price is king?p. 6
Features and benefitsp. 7
Isolate the segmentp. 8
Heavy usersp. 10
Growth segments in the consumer marketp. 11
Growth segments in the business marketp. 12
Make your product differentp. 12
Avoid lone productsp. 14
Positioningp. 14
Hunt for gapsp. 16
The distribution chainp. 17
Margins and mark-upsp. 18
Brand identityp. 19
Pricing for profitp. 20
Pricing policyp. 21
The special problems of marketing servicesp. 24
The product life cyclep. 29
The marketing mixp. 31
Locationp. 32
Marketing plansp. 33
Summaryp. 39
Market researchp. 40
Using the internetp. 44
The reference libraryp. 46
Marketing informationp. 48
Where to find specialist librariesp. 49
The trade pressp. 52
Trade fairs and exhibitionsp. 53
Trademarks, patents and registered designsp. 54
Assessing the competitionp. 54
Testing the ideap. 57
Spotting new marketsp. 58
Market research checklistp. 60
The Internetp. 63
Objectivesp. 64
The costs of setting up a websitep. 65
Domain namesp. 66
What your website should includep. 67
Help the search enginep. 69
Ad-wordsp. 71
Test the sitep. 72
Help (and hook) the visitorp. 72
Keeping customers coming backp. 73
Brandingp. 74
Monitoring visitorsp. 74
Newsgroups, blogs and mailing listsp. 74
Trading on-line: e-commercep. 75
Setting up an e-commerce sitep. 77
Summaryp. 78
Further readingp. 78
Advertisingp. 79
Some figuresp. 81
Think of a customerp. 81
Setting objectivesp. 82
Positioningp. 84
Where to advertisep. 85
Which media to choose?p. 90
And the costsp. 90
Some advertising jargonp. 92
Using an advertising agencyp. 93
Designing your own adsp. 95
Some common mistakesp. 97
Textp. 101
Some advertisement techniquesp. 102
Inserts can be most effectivep. 108
Freephonep. 110
What to sayp. 111
Cooperative advertisingp. 112
The Yellow Pages problemp. 113
Project a corporate imagep. 114
Buying printp. 119
Desktop publishingp. 122
Some printing termsp. 123
Photographyp. 125
Product liabilityp. 126
Packaging and point of salep. 128
Franchisingp. 130
Further sourcesp. 131
Summaryp. 132
Direct response marketingp. 133
Where the profit liesp. 136
Off-the-page advertisingp. 137
Why direct mail can be so cost-effectivep. 143
Lifestyle listsp. 148
What do you send?p. 149
How to write effective sales lettersp. 150
Testing, testingp. 157
It all costs moneyp. 161
Growth areasp. 163
Catalogue designp. 164
Door to doorp. 164
Form a clubp. 166
Party planp. 167
The Post Officep. 167
Useful addressesp. 167
Telephone marketingp. 168
Network marketingp. 168
Summaryp. 169
Public relationsp. 170
PR objectivesp. 171
Understanding the media industryp. 172
Keeping up the momentump. 177
Other PR techniquesp. 181
Charity workp. 183
Open daysp. 184
Summaryp. 190
Selling and sales promotionp. 191
People who buy peoplep. 193
Setting objectivesp. 194
Know your productp. 195
Planning saves timep. 195
Get organizedp. 196
How to get past the personal assistantp. 196
The presentationp. 197
What the buyer worries aboutp. 199
Learn to listenp. 200
Difficult buyersp. 200
Buying indicatorsp. 200
Concessionsp. 201
Handling objectionsp. 201
Second sourcingp. 202
Closing the salep. 203
Other products and other customersp. 208
The dangers of sale or returnp. 208
The art of demonstratingp. 209
Quotations, invoices and terms of tradingp. 210
Using agentsp. 212
Telephone salesp. 214
Customer carep. 218
Sales promotionp. 218
Price manipulationp. 219
Loyaltyschemesp. 220
Competitionsp. 222
Promotional giftsp. 222
Summaryp. 224
Exhibitions and showsp. 225
How to choose the right showp. 227
Objectivesp. 227
Costp. 228
Stand designp. 229
Pre-show publicityp. 235
Staff training and sellingp. 236
Showing the welcome matp. 237
Sales literaturep. 238
Stay smartp. 238
After the showp. 238
Summaryp. 239
Sourcesp. 239
Starting in exportsp. 240
Staying in the United Kingdomp. 242
Freight forwardersp. 244
Where to exportp. 244
Getting paidp. 245
Some export terminologyp. 246
Reference sourcesp. 247
New products: innovation, patents, licensing and designp. 248
So what's the big idea?p. 249
Be realisticp. 249
Keep it confidentialp. 249
Intellectual propertyp. 250
Licensingp. 252
What are the rewards?p. 253
Other helpp. 253
Reference sourcesp. 254
A moral talep. 254
And finally - my 12 golden rulesp. 255
Indexp. 257
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780749451455
ISBN-10: 0749451459
Series: Sunday Times Business Enterprise
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 272
Published: 1st May 2008
Publisher: Kogan Page Ltd
Country of Publication: GB
Dimensions (cm): 23.5 x 15.7  x 1.9
Weight (kg): 0.51
Edition Number: 6
Edition Type: Revised