Marketing Your Business: A Guide to Developing a Strategic Marketing Plan

by David L Loudon, Robert E Stevens, Ronald A Nykiel

Routledge | January 13, 2003 | Trade Paperback

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Examine essential marketing disciplines and weapons!

This essential book will show you how to design a strategic marketing plan for any brand, product, service, or business! It explains all of the major marketing disciplines and familiarizes you with the marketing "weapons arsenal." It also teaches you to conduct a marketing audit, provides helpful sample worksheets and forms and includes case examples, a glossary of marketing terms, and appendixes discussing sources of "marketing intelligence" and professional marketing associations.

This single volume provides a step-by-step process (with short, clear examples) of how to develop a custom plan to fit any business. In addition, it defines all of the business terms you&ll find inside and lists additional resources to draw upon.

With Marketing Your Business: A Guide to Developing a Strategic Marketing Plan, you will explore:
  • the process of selecting the right strategy by defining your business strategy, assessing the most relevant focal points, and choosing the marketing strategy that will work best for you
  • the arsenal of current marketing weaponry--advertising, budgeting, promotions, pricing, sales, database marketing, public relations, packaging, legal issues, and more!
  • the nature of strategic marketing plans-competitive and environmental assessments, mission statements, slogans, budgeting, goals and objectives, etc.
  • key checklists and 13 sample work forms that will help you formulate your plan
  • and much more!
Ideal for use by educators and students as well as businesspeople, Marketing Your Business brings together everything you need to know to develop an effective strategic marketing plan and put it into action!

Format: Trade Paperback

Dimensions: 332 pages, 8.2 × 5.9 × 0.9 in

Published: January 13, 2003

Publisher: Routledge

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0789017709

ISBN - 13: 9780789017703

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Marketing Your Business: A Guide to Developing a Strategic Marketing Plan

by David L Loudon, Robert E Stevens, Ronald A Nykiel

Format: Trade Paperback

Dimensions: 332 pages, 8.2 × 5.9 × 0.9 in

Published: January 13, 2003

Publisher: Routledge

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0789017709

ISBN - 13: 9780789017703

Table of Contents

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 In
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From the Publisher

Examine essential marketing disciplines and weapons!

This essential book will show you how to design a strategic marketing plan for any brand, product, service, or business! It explains all of the major marketing disciplines and familiarizes you with the marketing "weapons arsenal." It also teaches you to conduct a marketing audit, provides helpful sample worksheets and forms and includes case examples, a glossary of marketing terms, and appendixes discussing sources of "marketing intelligence" and professional marketing associations.

This single volume provides a step-by-step process (with short, clear examples) of how to develop a custom plan to fit any business. In addition, it defines all of the business terms you&ll find inside and lists additional resources to draw upon.

With Marketing Your Business: A Guide to Developing a Strategic Marketing Plan, you will explore:
  • the process of selecting the right strategy by defining your business strategy, assessing the most relevant focal points, and choosing the marketing strategy that will work best for you
  • the arsenal of current marketing weaponry--advertising, budgeting, promotions, pricing, sales, database marketing, public relations, packaging, legal issues, and more!
  • the nature of strategic marketing plans-competitive and environmental assessments, mission statements, slogans, budgeting, goals and objectives, etc.
  • key checklists and 13 sample work forms that will help you formulate your plan
  • and much more!
Ideal for use by educators and students as well as businesspeople, Marketing Your Business brings together everything you need to know to develop an effective strategic marketing plan and put it into action!
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