Tips and Traps for Marketing Your Business

by Cooper, Scott; Grutzner, Fritz; Cooper, Birk

• ISBN13: 9780071494892
• ISBN10: 0071494898
• Edition: 1st
• Format: Paperback
• Copyright: 2008-03-13
• Publisher: McGraw-Hill Education

Summary

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 Information	p. 5
Defining the Scope of Your Business	p. 27
Defining Your Brand	p. 37
Who Is Your Target?	p. 59
What Is Your Message?	p. 73
Measuring Performance	p. 87
Advertising and Promotion	p. 103
Traditional Media	p. 119
Publicity	p. 133
Interactive Marketing	p. 143
Creating the Customer Experience	p. 167
Managing Customer Relationships	p. 179
Innovation-Your Marketing Engine	p. 189
A Final Word on Marketing Your Business	p. 197
A Consumer Behavior Framework	p. 199
Internet Analytics	p. 207
Index	p. 209
Table of Contents provided by Ingram. All Rights Reserved.