Marketing Your Business

Enhanced descriptions from Syndetics:

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 and manage exhibitions.Also with practical advice and tips on getting into export as well as a thorough explanation of the new market concept of Application Selling, Marketing Your Business is an all-in-one guide to everything you need to know about marketing today and is an essential resource for your business.

Table of contents provided by Syndetics

• List of figures (p. vi)
• List of tables (p. vii)
• Introduction (p. 1)
• 01 Marketing - the basics (p. 3)
• How does marketing differ from selling? (p. 3)
• Product (p. 6)
• Price (p. 9)
• Promotion (p. 10)
• Place (p. 11)
• Marketing planning (p. 11)
• Summary (p. 14)
• 02 The effective use of marketing research (p. 16)
• Why is marketing research necessary? (p. 16)
• Methods of obtaining data for market research (p. 19)
• Field research (p. 21)
• Desk research (p. 32)
• Product and statistical information (p. 40)
• Consumer information (p. 44)
• How to plan your marketing research (p. 46)
• Practical examples (p. 49)
• Summary (p. 53)
• 03 Situation analysis (p. 54)
• Internal market research (p. 54)
• Market segmentation (p. 55)
• Information checklists (p. 56)
• How to present the information (p. 59)
• Situation analysis (p. 62)
• Setting marketing objectives (p. 68)
• Marketing strategies (p. 70)
• Action plans (p. 78)
• Summary (p. 82)
• 04 Websites and e-commerce (p. 84)
• Websites (p. 85)
• Setting up a website (p. 86)
• Internal websites (Intranets) (p. 91)
• Setting up an online shop (p. 92)
• Other useful website tools (p. 93)
• Social media (p. 94)
• What does the future hold? (p. 97)
• Summary (p. 99)
• 05 The role of public relations in the internet age (p. 101)
• The PR resource (p. 104)
• The public relations programme - objectives and strategies (p. 105)
• Some tools used in public relations (p. 105)
• Key channels of communication used in public relations (p. 108)
• Online public relations (p. 112)
• Other roles of public relations (p. 116)
• Summary (p. 122)
• 06 Channels to market (p. 124)
• Marketing channels (p. 124)
• Physical distribution, warehousing and factory location (p. 137)
• Examples of strategies for distribution (p. 138)
• Summary (p. 142)
• 07 Advertising and sales promotion (p. 143)
• Advertising (p. 143)
• Online advertising (p. 148)
• Planning your advertising campaign (p. 153)
• Sales promotion (p. 156)
• Examples of strategies for advertising and sales Promotion (p. 161)
• Summary (p. 162)
• 08 Promotional materials, presentations and exhibitions (p. 164)
• Sales literature (p. 164)
• Presentations (p. 168)
• Exhibitions (p. 171)
• Examples of strategies involving exhibitions (p. 176)
• Summary (p. 176)
• 09 Products and pricing (p. 178)
• The product portfolio (p. 179)
• Examples of product strategies (p. 184)
• Product pricing (p. 186)
• Examples of pricing strategies (p. 189)
• Launching a new product (p. 190)
• Summary (p. 195)
• 10 Application selling (p. 197)
• The concept (p. 198)
• Preparation of key material (p. 203)
• Preparing the application manual, customer and training presentations (p. 213)
• The introduction programme (p. 215)
• Summary (p. 217)
• 11 Getting into overseas markets (p. 218)
• The benefits of exporting (p. 218)
• Assistance for exporters (p. 220)
• Overseas markets (p. 232)
• Individual export markets (p. 234)
• Summary (p. 243)
• Useful websites (p. 245)
• Index (p. 250)

Reviews provided by Syndetics

CHOICE Review

This no-frills guide covers the fundamentals of marketing, outlining the steps involved to develop products and successfully compete in the marketplace. Providing a quick look into the marketing process, Westwood (independent marketing consultant; How to Write a Marketing Plan, 3rd ed., 2011; The Marketing Plan Workbook, 2005) focuses on such key topics as marketing research; the "marketing mix" elements (product, price, promotion, and place); strategic planning; e-commerce; and importing/exporting. Online applications and strategies are discussed throughout, and separate chapters treat e-commerce and public relations using the Internet. Westwood emphasizes the difference between marketing and selling--marketing looks at everything it takes to satisfy customers and "bring in tomorrow's orders," while selling focuses on persuading people to buy. The cases and references cited are oriented to the UK, but they are relevant to other countries as well. Two ongoing cases used throughout the book are the Pure Fruit Jam Company and the Gear Pump Company. Summing Up: Recommended. Marketing practitioners wanting a basic reference guide. P. G. Kishel Cypress College