Foreword | p. xi |
Preface | p. xiii |
Acknowledgments | p. xv |
How to Build a Powerful Marketing Strategy | |
Trump on Marketing | p. 3 |
What Is Marketing? | p. 7 |
Building a Marketing Strategy | p. 15 |
Understanding Your Customers | p. 28 |
Measuring and Managing Your Perceived Value | p. 39 |
Understanding Your Competitors | p. 51 |
Understanding Your Organization's Capabilities | p. 61 |
Understanding Your Overall Competitive Environment | p. 69 |
Identifying Your Possible Markets | p. 78 |
Selecting Your Key Target Market | p. 88 |
Possibly the Most Important Chapter in This Book: Positioning Your Product or Service | p. 98 |
Improving Your Marketing Strategy | |
Creating Your Most Valuable Asset: Your Brand | p. 113 |
Developing Your Growth Plan | p. 124 |
Determining Your Focus for Growth | p. 132 |
Increasing Your Customer Satisfaction | p. 140 |
Managing Your Marketing Programs | p. 149 |
Implementing Your Strategy | |
Product/Service Design | p. 161 |
Integrating Customer Communications | p. 171 |
Advertising | p. 183 |
Identifiers | p. 197 |
Sales Promotion | p. 205 |
Personal Selling | p. 215 |
Public Relations | p. 225 |
Internet Marketing | p. 238 |
Pricing | p. 250 |
Distribution | p. 262 |
Guerrilla Marketing | p. 272 |
Marketing Real Estate | |
Marketing Residential Real Estate | p. 285 |
Selling Residential Real Estate | p. 298 |
Marketing Commercial Real Estate | p. 313 |
Selling Commercial Real Estate | p. 325 |
Marketing During Tough Times | |
Marketing During Tough Times: Do's And Don'ts | p. 339 |
Tough Time Marketing: Managing Current Customers | p. 348 |
Tough Time Marketing: Getting New Customers | p. 361 |
Understanding the Numbers | |
Financial Analysis for Smart Marketing Decisions | p. 371 |
Conducting Marketing Research | p. 384 |
Forecasting | p. 396 |
Making Sure Your Marketing Strategy Succeeds | |
The Marketing Plan | p. 407 |
Motivating Your People | p. 416 |
Notes | p. 427 |
About The Author | p. 439 |
Index | p. 441 |
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