Management Briefs: Marketing Skills
Management Briefs: Marketing Skills
A Practical Guide
₹225.00 ₹250.00 Save: ₹25.00 (10%)
Go to cartISBN: 9788130930695
Bind: Paperback
Year: 2015
Pages: 96
Size: 6 x 9 Inch
Publisher: Mosaic Press
Published in India by: Viva Books
Exclusive Distributors: Viva Books
Sales Territory: India, Nepal, Pakistan, Bangladesh, Sri Lanka
Reviews:
"This is a really useful guide to the fundamentals of marketing. It outlines clearly what the key steps are, how to engage with stakeholders along the way and how to measure success. I would encourage any new business to read this book when starting to think about developing appropriate strategies to increase their turnover and profile."
-David Sneddon
Managing Director, Mindshare Ireland
"This easy to read and well explained book is a great place to start for people who need to get a practical introduction to Marketing concepts and Marketing in practice. It sets out the different ways to market your business from traditional advertising and promotion to online marketing and provides useful guidelines for choosing what's appropriate."
-Billy Glennon
Chief Executive, Vision
"After over 20 years in growing and developing brands I enjoyed the read very much. The practical guide is just that, a well written, well structured and very practical guide to the key steps in the fundamentals of marketing. I would advise both new businesses and long time marketing professionals to read this book. Whether just starting out or refreshing yourself you will take away hints and tips that will help you to grow your business."
-Conor Kilduff
Managing Director and Vice President, Unilever, Ireland
Contents:
Chapter 1: Introduction
The Scope of Marketing • The Marketing Roadmap • Really Understanding Your Market • Identifying Your Unique Offering • Bringing this Uniqueness to Life, Everywhere
Chapter 2: Knowing your Market
Segmentation • Target Marketing • Positioning
Chapter 3: Product
The Key Levels of the Offer • The Core Benefit • The Tangible Product • The Augmented Product • The Product Life Cycle
Chapter 4: Pricing
Costs and Break-Even • Price and Quality • The Value Chain • Pricing Tactics • Win/Win Pricing
Chapter 5: Promotion
When to Promote Your Business • Active Promotion - Advertising • Models of How Advertising Works • Traditional Channels for Advertising
Chapter 6: Other Promotion Methods
Ambient Advertising • Direct Marketing (DM) • Internal Marketing • Public Relations • Exhibitions and Trade Shows • Networking • Sponsorships
Chapter 7: Online Marketing
Websites • Common Mistakes • Search Engine Optimisation (SEO) • Link Baiting and Blogging • Search Engine Marketing (SEM) • Banner Advertising • Social Media • Permission Marketing - Email Marketing • Information Marketing • Offline Integration • The Growth of Online Marketing
Chapter 8: Appropriate Marketing Activities for Your Business
Selecting the Most Appropriate Marketing Activities for Your Business • Monitoring Results • Advice on Promotion - When do You Need It? • Selecting External Advisers
Chapter 9: Distribution
Building a Distribution Strategy • Levels of Distribution Intensity • Choosing the Correct Distribution Strategy • Online Distribution
Chapter 10: Building for the Future
The Dynamics of Your Business • The Porter Model • Threat of New Entrants • Threat of Substitution • Bargaining Power of Buyers • Competitive Rivalry • Strategies that Emerge from The Model • The Customer's Value Chain
About the Authors:
Garry Hynes was a Marketing Specialist at the IMI and, subsequently, General Manager Marketing and Sales with Church and General Insurance (now Allianz). He is now an independent consultant and trainer in the areas of Marketing and Sales, Business Strategy and Management Skills Development.
He has worked in these areas with a wide sectoral variety of organizations, advising and training companies ranging in size from SME to Multinational.
Ronan Morris has over 17 years experience mostly working in account management and marketing roles. He is a co-founder of Web Together which is full service web design, development and online marketing business.
Ronan advises businesses on their online marketing strategies and he is a regular speaker at business events. He specialises in areas such as website design and usability, search engine optimisation, search engine marketing, social media and e-commerce strategy. Ronan completed an MBA program with Dublin City University in 2004.
