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.
7 Strategies and 10 Tactics to Become a Super Thought LeaderSome people have a natural gift that pushes them into Thought Leadership roles. Other people know they want to get there but they need a bit of help. In just 60 pages, this easy to read and practical book gives you 7 strategies and 10 tactics that will help you reach your goal of becoming a thought leader. Learn how to identify your skills, what to focus on, and how to present yourself. And, learn about an array of tactics, from speaking, writing, volunteering, and mentoring, that will get you closer to your goal. Written by someone who's been frequently touted as a global thought leader in the field of marketing research, the strategies, tactics, and examples are easily accessible to everyone. Who can benefit from this book?Do you want to rise the ranks more quickly at work? This book will give you concrete suggestions on things to do that will make your boss take notice of you and your skills.Are you currently unemployed? This book will explain tactics you can use to get you noticed by recruiters. Learn tips and tricks for getting people to learn and appreciate what your skills are.Everyone can benefit from this book. You don't need to aspire to being a Thought Leader to benefit from it. You simply need to want to be better at your job, more informed about your world, or feel more confident about yourself.
Essential to any student of the discipline, this innovative new book offers a uniquely comprehensive and applied approach to both understanding and designing market research. Sensitively balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is a vastly accessible, useful, and insightful text. Providing several real life case studies - from the large corporation, through to the small business or the nonprofit organization - Marketing Research is packed with useful learning features such as key terms, definitions, and discussion topics. Offering comprehensive support from a companion website, this book is an indispensable guide to the varied domains of market research.
This is a very simple book, written for those who just learned the basic rules of chess and are looking for a light, fast and easy to understand reading. / This book was written so that beginners of all levels can take a first step. Anyone can read this book, as some notion of the basic rules of the game are enough to understand it. Everything was done so that a nine years old child can enjoy the book alone, without adult help. / There is no theory. The book has only practical tests. / The book is based on diagrams, which work in pairs: on a page, a figure proposes a test; on the next page, another figure shows the response. Simple as that! / You do NOT need a chessboard to use the book: just sit down in a comfortable armchair and flip through the pages quietly (in an airplane, a restaurant, a living room, a taxi, a waiting room, on the subway or in your bed before sleeping). / You do NOT need to know the algebraic notation in this book: the answers are shown in the diagrams directly, by means of arrows. However, gradually this notation is presented because in the future you will read more advanced books that use it. / Attack and defense situations are here: so, whenever you are playing, in your turn you will be used to examine the chessboard in search of attacking opportunities and risks that require defense maneuvers. / Less is more! A book which is intended to be a first reading on chess must be small and must demand just a pair of hours. So, this book has just 130 pages and 60 tests selected and planned to induce a gradual learning process. / The problems are not difficult, especially the first twenty. It is expected that you can hit 80% of the book's problems, if not all. Gradually, very common tactical ideas, such as double attacks and discovered checks, will be presented naturally. On average you will take a minute per test. / At the end of the book, your vision of the game has started to improve, and so you can continue your training with other more advanced books (there is a list of reading suggestions for beginners on the last page of the book). / The only requirement is: never turn a page before you set your own guess! The book will only work if you actually try to solve each of the tests. / Thanks for your interest: I hope this book will help you to play well. / WARNING: this book is useful just for very beginners.
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