자료유형  

 단행본

International Standard Book Number  

9780749464530

International Standard Book Number  

0749464534

International Standard Book Number  

9781283913508 (MyiLibrary)

International Standard Book Number  

128391350X (MyiLibrary)

International Standard Book Number  

9780749464523 (pbk.)

International Standard Book Number  

0749464526 (pbk.)

Library of Congress Call Number  

HF5415-.K5838 2013

Dewey Decimal Classification Number  

658.8-23

Main Entry-Personal Name  

Kolah, Ardi.

Publication, Distribution, etc. (Imprint  

London : Kogan Page, 2013

Physical Description  

1 online resource (1 volume) : illustrations.

Series Statement  

Guru in a bottle®

Bibliography, Etc. Note  

Includes bibliographical references and index.

Formatted Contents Note  

완전내용About the author; About Guru in a Bottle®; Foreword by Professor Malcolm McDonald; Introduction; About this book; 1 Market and customer segmentation; Introduction; The role of marketing planning; Determining the attractiveness of market segments; Market and customer segmentation in consumer markets; Market and customer segmentation in business markets; Approach to international market and customer segmentation; 2 Writing a marketing plan; Introduction; The market strategy; Strategic marketing plan; How to write a 12-month tactical marketing plan; 3 Understanding the marketing mix.

Formatted Contents Note  

완전내용IntroductionMarketing's new vocabulary; The customer and client journey; What's in the mix; Budget considerations; Marketing measurement; 4 Brochures, press ads and print copy; Introduction; Evidenced-based marketing; It's not what you offer but what you deliver; The power of photography; Basic principles of writing great marketing copy; How to prepare high impact marketing brochures; The mechanics of a press ad; Effective use of print copy; 5 Signs, posters and ambient media; Introduction; Best practice in creating signage; Best practice in creating posters; Modern use of ambient media.

Formatted Contents Note  

완전내용Future use of quick response (QR) codesAlternatives to QR codes; The future of OOH advertising; 6 E-marketing, m-marketing and direct marketing; Introduction; The nature of e-marketing; Building a mouse trap; Search engine optimization (SEO); Websites of tomorrow; Social e-marketing; Framework for measuring social e-marketing; The world of Twitter for business; Blogging in real time; The world of Facebook for business; Best practice in m-marketing; Best practice in direct marketing; 7 Public relations; Introduction; Management of reputation; Power of the narrative.

Formatted Contents Note  

완전내용Creating powerful PR 'products'PR and its relationship with public affairs; Offline versus online media; Social media and PR strategy; Research, planning and measurement; 8 Using promotions; Introduction; Objectives of sales promotions; Use of creativity in sales promotions; Off-the-shelf promotions; Joint promotions; Price promotions; Premium promotions (gift with purchase); Prize promotions; International sales promotions; International Chamber of Commerce Code (2011); 9 Top 10 common marketing mistakes to avoid; Introduction; 1. No vision or purpose to the marketing effort.

Formatted Contents Note  

완전내용2. Assuming you know who your customers or clients are3. Linear thinking rather than creative thinking; 4. Looking at the world from your point of view; 5. Failing to understand the link between marketing and selling more stuff; 6. Being in 'transmit mode' rather than 'receive mode'; 7. Living in the past; 8. Not thinking in terms of outcomes but outputs; 9. Not learning from your customers and clients; 10. Not learning from your mistakes; 10 Top 10 ways to save money in marketing; Introduction; 1. Seek an opportunity in adversity; 2. Do more with less; 3. Think and act flexibly.

Summary, Etc.  

요약This book will help you to use tried and tested no-fuss marketing methods to boost awareness of your brand among new and established customers. We'll give you the confidence to segment your market and customers so you can choose the right strategies for your business, products and services. You'll learn how to avoid costly mistakes with effective research and a practical marketing plan as well as how to use online marketing, PR, direct mail, promotions and other tools to run effective marketing campaigns that deliver measurable results. Jargon free, accessible, no detailed knowledge required, sig.

Subject Added Entry-Topical Term  

Marketing

Subject Added Entry-Topical Term  

Internet marketing

Subject Added Entry-Topical Term  

Customer relations

Subject Added Entry-Topical Term  

Customer relations

Subject Added Entry-Topical Term  

Internet marketing

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS / Distribution.

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS / Marketing / General.

Additional Physical Form Entry  

Print versionKolah, Ardi. High impact marketing that gets results. London ; a Philadelphia, PA : Kogan Page, 2013 9780749464523 (DLC) 2012031192 (OCoLC)748331101

Series Added Entry-Uniform Title  

Guru in a bottle®.

Electronic Location and Access  

로그인을 한후 보실 수 있는 자료입니다.

Control Number  

joongbu:429033