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.
This text is the Australasian adaptation of Peter Doyle?s Value-Based Marketing. It reformulates marketing, making it more relevant and establishing it on a sounder intellectual basis. The governing objective of management in most of today?s leading companies is to maximize long-term returns to shareholders. This book redefines marketing?s role as contributing to this task of shareholder value creation. It explores how marketing planning and decisions about brands, pricing, communications, distributions, and the Internet drive corporate value. This step-by-step guide provides practical ways to develop marketing strategies that generate growth and shareholder value.
How many times have you had to persuade colleagues or acquaintances to accept your ideas or opinions? Now there is a user-friendly and accessible handbook that leads you through some 300 important persuasive tactics such as cross-referencing, analogy, argument presentation, humor, metaphor, and active listening, all presented in a clear and concise manner. Each tactic is described, illustrated by practical examples, and followed by suggestions for further reading.
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