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25 Local Warehouse Business- Marketing

Marketing Your Business: Make the Internet Work for You, Get Into Exports, Learn about Products and Pricing (Business Success)

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Marketing Your Business: Make the Internet Work for You, Get Into Exports, Learn about Products and Pricing (Business Success) Cover

 

Synopses & Reviews

Publisher Comments:

Although the basic principles and theories of marketing haven't changed, many of the tools have. With new reliance on online tools to get results, it's more important than ever for businesses to be up-to-date on the latest techniques. Marketing Your Business covers all of these aspects of marketing to develop a strategy and increase profit, including detailed advice on how to carry out market research in the digital age and how to use the resulting information to develop specific objectives and strategies. It explains how to:

-use the internet

-set up websites and online shops

-use traditional and online public relations - including social media

-plan advertising and sales promotion campaigns

-prepare sales literature

-manage exhibitions

Also with practical advice and tips on getting into exporting as well as a thorough explanation of the new marketing concept Application Selling, Marketing Your Business is an all-in-one guide to everything practitioners need to know about marketing today.

Book News Annotation:

Westwood, who has held a variety of senior sales and marketing positions, presents a guide to using different aspects of marketing to help a business grow in the Internet age. From a UK perspective, he covers basic marketing principles; using research; situation analysis; websites and e-commerce; public relations; distribution; advertising and sales promotion; promotional materials, presentations, and exhibits; products and pricing; application selling; and getting into overseas markets. A list of UK websites is provided. Annotation ©2011 Book News, Inc., Portland, OR (booknews.com)

Synopsis:

Marketing Your Business is an all-in-one guide to marketing tactics that help a business succeed.  This book covers all aspects of marketing to develop a strategy and increase profit, including: internet marketing, situational analysis, channels to market, sales promotions, how to get into exports, and public relations.

About the Author

John Westwood is the author of How to Write a Marketing Plan (also published by Kogan Page).  He has held a wide variety of senior sales and marketing positions.

Table of Contents

List of figures

List of tables

Introduction

1 Marketing - The basics 

   How does marketing differ from selling?

   Product

   Price

   Promotion

   Place

   Marketing Planning

   Summary

2 The effective use of marketing research 

   Why is marketing research necessary?

   Methods of obtaining data for market research

   Field research

   Desk research

   Product and statistical information

   Consumer information

   How to plan your marketing research

   Practical examples

   Summary

3 Situation analysis 

   Internal market research

   Market segmentation

   Information checklists

   How to present the information

   Situation analysis

   Setting marketing objectives

   Marketing strategies

   Action plans

   Summary

4 Websites and e-commerce 

   Websites

   Setting up a website

   Internal websites (Intranets)

   Setting up an online shop

   Other useful website tools

   Social media

   What does the future hold?

   Summary

5 The role of public relations in the internet age 

   The PR resource

   The public relations programme - objectives and strategies

   Some tools used in public relations

   Key channels of communication used in public relations

   Online public relations

   Other roles of public relations

   Summary

6 Channels to market 

   Marketing channels

   Physical distribution, warehousing and actory location

   Examples of strategies for distribution

   Summary

7 Advertising and sales promotion 

   Advertising

   Online Advertising

   Planning your advertising campaign

   Sales promotion

   Examples of strategies for advertising and sales promotion

   Summary

8 Promotional materials, presentations and exhibitions 

   Sales literature

   Presentations

   Exhibitions

   Examples of strategies involving exhibitions

   Summary

9 Products and pricing 

   The product portfolio

   Examples of product strategies

   Product pricing

   Examples of pricing strategies

   Launching a new product

   Summary

10 Application selling 

   The concept

   Preparation of key material

   Preparing the application manual, customer and training presentations

   The introduction programme

   Summary

11 Getting into overseas markets 

   The benefits of exporting

   Assistance for exporters

   Overseas markets

   Individual export markets

   Summary

Useful websites

Index

Product Details

ISBN:
9780749462710
Author:
Westwood, John
Publisher:
Kogan Page
Subject:
Entrepreneurship
Subject:
Business;Marketing
Subject:
Marketing - General
Edition Description:
Print PDF
Series:
Business Success
Publication Date:
20110431
Binding:
TRADE PAPER
Language:
English
Pages:
256
Dimensions:
8.5 x 5 x 0.59 in

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Related Subjects

Business » General
Business » Marketing
Business » Small Businesses » General
Business » Start Up Business
Business » Writing

Marketing Your Business: Make the Internet Work for You, Get Into Exports, Learn about Products and Pricing (Business Success) New Trade Paper
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Product details 256 pages Kogan Page - English 9780749462710 Reviews:
"Synopsis" by ,
Marketing Your Business is an all-in-one guide to marketing tactics that help a business succeed.  This book covers all aspects of marketing to develop a strategy and increase profit, including: internet marketing, situational analysis, channels to market, sales promotions, how to get into exports, and public relations.
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