MANAGEMENT BRIEFS: MARKETING SKILLS BY DKTODAY

ISBN 9788130930695

Chapter 1: Introduction

The Scope of Marketing • The Marketing Roadmap • Really Understanding Your Market • Identifying Your Unique Offering • Bringing this Uniqueness to Life, Everywhere

Chapter 2: Knowing your Market

Segmentation • Target Marketing • Positioning

Chapter 3: Product

The Key Levels of the Offer • The Core Benefit • The Tangible Product • The Augmented Product • The Product Life Cycle

Chapter 4: Pricing

Costs and Break-Even • Price and Quality • The Value Chain • Pricing Tactics • Win/Win Pricing

Chapter 5: Promotion

When to Promote Your Business • Active Promotion - Advertising • Models of How Advertising Works • Traditional Channels for Advertising

Chapter 6: Other Promotion Methods

Ambient Advertising • Direct Marketing (DM) • Internal Marketing • Public Relations • Exhibitions and Trade Shows • Networking • Sponsorships

Chapter 7: Online Marketing

Websites • Common Mistakes • Search Engine Optimisation (SEO) • Link Baiting and Blogging • Search Engine Marketing (SEM) • Banner Advertising • Social Media • Permission Marketing - Email Marketing • Information Marketing • Offline Integration • The Growth of Online Marketing

Chapter 8: Appropriate Marketing Activities for Your Business

Selecting the Most Appropriate Marketing Activities for Your Business • Monitoring Results • Advice on Promotion - When do You Need It? • Selecting External Advisers

Chapter 9: Distribution

Building a Distribution Strategy • Levels of Distribution Intensity • Choosing the Correct Distribution Strategy • Online Distribution

Chapter 10: Building for the Future