Tips and Traps for Marketing Your Business

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  • Edition: 1st
  • Format: Paperback
  • Copyright: 2008-03-13
  • Publisher: McGraw-Hill Education
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Win new customersand keep them coming backWhether you run a billion-dollar company or a mom-and-pop small business, you have to know your customers and know what they want. Written by three marketing experts,Tips & Traps for Marketing Your Businessis filled with marketing best practices that show you how to win over new customers and make existing customers more profitable. You'll also find practical and proven marketing tips and traps to help you grow your business, lessons learned from realworld experience, and tangible examples from theleading companies in business today. Connect with your target market Unlock hidden streams of profit and increase sales Develop and deliver a compelling story for your brand Effectively and profitably manage customer relationships Determine how much media weight is enough and how to avoid spending too much Attract customers to your Web site

Author Biography

Scott W. Cooper is president of Marketing EngineGroup, a marketing planning firm, and coauthor of The Successful Marketing Plan and The One-DayMarketing Plan. Fritz P. Grutzner is President and founder of Brandgarten, a brand strategy consulting firm. Birk P. Cooper works in project management at Brandgarten.

Table of Contents

Introduction: What Is Marketing?p. 1
Gathering Informationp. 5
Defining the Scope of Your Businessp. 27
Defining Your Brandp. 37
Who Is Your Target?p. 59
What Is Your Message?p. 73
Measuring Performancep. 87
Advertising and Promotionp. 103
Traditional Mediap. 119
Publicityp. 133
Interactive Marketingp. 143
Creating the Customer Experiencep. 167
Managing Customer Relationshipsp. 179
Innovation-Your Marketing Enginep. 189
A Final Word on Marketing Your Businessp. 197
A Consumer Behavior Frameworkp. 199
Internet Analyticsp. 207
Indexp. 209
Table of Contents provided by Ingram. All Rights Reserved.

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