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Marketer's Toolkit

The 10 Strategies You Need To Succeed

By: Harvard Business Review (Compiled by)

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Paperback | 1 February 2006

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Effective marketing can mean the difference between runaway successes and costly flops. Covering everything from customer programs to ad campaigns to sales promotions, this is every marketer's hands-on guide to turning opportunities into profits.

The Harvard Business Essentials series is designed to provide comprehensive advice, personal coaching, background information, and guidance on the most relevant topics in business. Whether you are a new manager seeking to expand your skills or a seasoned professional looking to broaden your knowledge base, these solution-oriented books put reliable answers at your fingertips.

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Non-Fiction Business & Management Business Strategy Sales & Marketing Management & Management Techniques

Introduction	p. xi
Marketing Strategy: How It Fits with Business Strategy	p. 1
What Is Strategy?	p. 2
The Strategy Process	p. 4
Where Marketing Fits In	p. 5
Marketing Strategy and Product Life Cycles	p. 8
Summing Up	p. 16
Creating a Marketing Plan: An Overview	p. 19
From Strategy to Plan	p. 20
Implementing Your Plan via the Marketing Mix	p. 21
Controlling Plan Implementation	p. 28
Summing Up	p. 29
Market Research: Listen and Learn	p. 31
Formal Market Research	p. 33
Two Formal Methods for Analyzing Buyer Preferences	p. 35
Informal Research Methods: Close Customer Contact	p. 43
Summing Up	p. 50
Market Customization: Segmentation, Targeting, and Positioning	p. 51
Segmentation	p. 54
From Segmentation to Targeting	p. 58
Positioning	p. 60
Summing Up	p. 63
Competitor Analysis: Understand Your Opponents	p. 65
Who Are Your Competitors?	p. 67
Characteristics for Analysis	p. 69
Porter's Five Forces Framework	p. 73
Summing Up	p. 75
Branding: Differentiation That Customers Value	p. 77
Differentiation of Commodity Products and Services	p. 79
Approaches to Differentiation	p. 81
Differentiation That Matters	p. 86
Summing Up	p. 87
The Right Customers: Acquisition, Retention, and Development	p. 89
Customer Economics	p. 90
Customer Retention	p. 96
Customer Development	p. 99
Summing Up	p. 102
Developing New Products and Services: The Marketer's Role	p. 103
The Two Types of New Products	p. 105
Extending Product Lines into New Segments	p. 109
The New-Product Process	p. 112
The Marketer's Role	p. 117
Your New-Product Strategy	p. 120
Beyond New	p. 120
Summing Up	p. 122
Pricing It Right: Strategies, Applications, and Pitfalls	p. 125
Cost-Plus Pricing	p. 127
Price Skimming	p. 128
Penetration Pricing	p. 130
Exploiting the Experience Curve	p. 132
Prestige Pricing	p. 133
Bait and Hook Pricing	p. 134
Price Promotions	p. 135
Customer-Perceived Value: The Ultimate Arbiter of Price	p. 138
Pricing and the Product Life Cycle	p. 139
Summing Up	p. 142
Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation	p. 145
The Goal of Marketing Communications	p. 147
Communication Vehicles	p. 148
Putting It All Together	p. 152
The Management Challenge	p. 153
Summing Up	p. 154
Interactive Marketing: New Channel, New Challenge	p. 157
Growing Online Sales	p. 158
E-mail Marketing	p. 162
Web-Based Merchandising	p. 166
Summing Up	p. 169
Marketing Across Borders: It's a Big, Big World	p. 171
Product Decisions	p. 173
Promotion	p. 177
Place (or Distribution)	p. 178
Price	p. 179
Controlling Global Marketing Decisions	p. 180
Summing Up	p. 182
The Future of Marketing: Tomorrow's Challenges	p. 185
Today's Buyers Have More Information	p. 186
Delivering on the Promise	p. 187
Cutting Through the Clutter	p. 188
Market Fragmentation	p. 190
Measurement and Accountability	p. 191
The Ethics of Marketing	p. 193
Summing Up	p. 195
Useful Implementation Tools	p. 197
Notes	p. 203
Glossary	p. 207
For Further Reading	p. 215
Index	p. 223
About the Subject Adviser	p. 229
About the Writer	p. 230
Table of Contents provided by Ingram. All Rights Reserved.

Marketer's Toolkit

The 10 Strategies You Need To Succeed

Shipping

How to return your order

Defective items

You Can Find This Book In

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