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ISBN10: 0071494898 | ISBN13: 9780071494892
ISBN10: 0071494898
ISBN13: 9780071494892
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Win new customers—and keep them coming back Whether 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 Business is 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
Introduction
Pt 1. Gathering Information
1. Do You Know Your Market?
2. Does Your Market Know You?
Pt 2. Putting Together Your Plan
3. Target Market
4. Marketing and Communication Objectives
5. Sales Objectives
6. Brand Positioning and Message Strategy
Pt. 3 Strategies and tactics to Make Your Plan Happen
7. Product, Distribution and Pricing
8. Advertising, Promotion and Personal Selling
9. Media, Internet and PR
10 Budget
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