Marketing Strategies, Tactics, and Techniques: A Handbook for Practitioners

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Greenwood Publishing Group, 2001 - Business & Economics - 393 pages
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For professionals who feel lost in a forest of marketing and for students who need ways to organize and access what they are learning quickly, this is the guide and sourcebook for you. Rogers lists and defines 1,012 marketing strategies and tactics succinctly by category, and provides a way to retrieve them by any of the different names they're known by. He explains several hundred proven marketing techniques, and defines essential and obscure marketing terms. As a reliable how-to for people preparing formal plans for projects in marketing, advertising, and public relations, Rogers' field tested material, his own and others', can be quickly understood and immediately applied. The result is a unique, necessary resource for marketers on the way up--and for those already there.

Rogers' approach is simple and linear. First, he describes a basic method for developing a marketing plan by detailing effective research techniques. He illustrates how to identify prime customers and prospects, as well as how to evaluate products, services and organizations, and then imparts the objective-setting process, including directions for establishing clear and measurable marketing goals. He defines specific tactics, offering a glossary of terms. Strategies are listed in separate chapters, categorized by their application to: market, product or service, name or brand, packaging, pricing, distribution or logistics, and other criteria. In addition, he discusses key promotion strategies that will increase the success of current marketing efforts. The book concludes with 19 appendices that present tabular detail and other valuable information.

 

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Contents

Marketing Planning versus Business Planning
3
Marketing Research
6
How to Identify and Profile Your Target Markets and Publics for Strategic Marketing Planning
17
Total Quality Marketing and SWOT Analysis
22
How to Set Clear Marketing Objectives
30
How to Convert Objectives to Measurable Goals
40
The Nuts and Bolts of Marketing Planning
45
Market Strategies
47
Presentation and Public Speaking Strategies
204
Tradeshows Seminars and OpenHouse Events
217
Quantitative Strategies for Marketing
233
Revenue Forecasting Strategies
235
Budgeting Strategies
239
Evaluation and Testing Techniques
247
Marketing Management Concerns
259
Marketing Management Strategies
261

Product and Service Strategies
52
Name Brand and Trademark Strategies
59
Packaging Strategies
66
Pricing Strategies
69
Distribution Logistics and Channel Strategies
79
Competitive Strategies
86
Positioning Strategies
90
Offer Strategies
93
Marketing Communications and Media Strategies
99
The Aesthetics of Marketing Planning
107
Types of Advertisements and Creative Strategies
109
Rhetorical Creative Strategies
112
Product or ServiceRelated Creative Strategies
116
Artistic and Emotional Creative Strategies
119
Logical Creative Strategies
125
The Execution of Marketing Planning
129
Campaign Strategies
131
Marketing Communications Copywriting Techniques
133
Advertising Design Art and Typographic Strategies and Techniques
140
Television Commercial Production Techniques
149
SellingLetter Strategies and Techniques
155
Electronic Commerce and Internet Tactics
163
Persuasion in Marketing Planning
167
Sales Promotion Strategies
169
Public Relations Strategies
176
Publicity Strategies
184
Personal Selling Strategies
189
Objection and Closing Strategies
195
Customer Service Strategies and Techniques
201
Information Your Message and Ethics
266
Conclusion
271
How to Write a Marketing Strategy Statement
273
How to Evaluate Strategic Marketing Cases
275
Appendixes
281
The Fundamentals of Marketing
283
Topical Outline for a Marketing Plan
284
Secondary Research Sources
287
How to Prepare a Survey Questionnaire
297
How to Define Your Target Markets and Publics
299
Types of Marketing Communications Media
305
Advertising Media Formulas
308
Items for a Creative Work Plan
311
A Test for Honest Advertising
318
Techniques for Writing a News Release
322
A Checklist of IdeaStarters for Publicity
326
Crisis Management
331
Special Event List for Retailers and Proven Themes for Sales Managers
334
TenWeek OpenHouse Countdown to Success Planning Checklist
338
American Marketing Association Code of Ethics
343
American Marketing Association Code of Ethics for Marketing on the Internet
346
Marketing Advertising and Management Professional Associations
348
Marketing Management and General Business Magazines
349
Marketing Management and General Business Newsletters
353
Recommended Related Reading
355
Index
363
About the Author
395
Copyright

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About the author (2001)

STUART C. ROGERS, for 10 years a marketing professor at the Daniels College of Business, University of Denver, has taught a variety of courses and seminars in marketing and strategic planning. Before teaching, Rogers' 40-year marketing career included executive positions with Eastman Kodak Company, Benton & Bowles advertising agency, the U.S. Information Agency, and his own marketing consultancy. He is the author of numerous articles, white papers, and six previous books on marketing.

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