The Marketing Toolkit

Contents: 

The ten fundamentals of marketing • Only action creates action - what marketing is and why you need it • Know your business - what it is, how it is, where it is heading • Know your market - the four "C" words that can determine your success • Know thine enemy - your customers will know them, shouldn't you? • Knowledge is power - making your market research work • Choosing the right customers - find the best ones, know what they want • Pick your destination - weigh the options and set your own agenda • Planning for success - forget the plans, but don't ignore the planning • Raise your flag - help customers to see you and understand you • Shout from the rooftops - the crucial role of marketing communications • The stepping-stones to success • Building a brilliant brand - creating great value from great values • Measuring performance - what works, what doesn't and what next? • Think strategically - know why you're doing it, before you do it • Sales and selling - the cold facts about warming up sales • Setting your house in order • Winning the name game - is yours a great name or a great shame? • Logo, badge and icon - the rules that will help you form a winning symbol • Strapping straplines - the importance of having a mouse that roars • Stretching your marketing budget - making every penny count • Queue alone - improve your chances by being the only contender • Sales and communication nuggets • Effective communication - because if it fails to influence...it fails • Creating impact - stand out by being outstanding • Graphic design - don't bother looking good, look great! • Website design - just the same, but totally different • Features, benefits, action - saying what it is, what it does, how to get it • Making the best use of the (well) written word • Writing business letters - don't underestimate the snail-mail option • Headline news - get the headline right and the rest is easy • Wise web-words - writing for the internet and other digital declarations • Popular marketing media and options • All the world's a stage - selecting the right communication options • Advertising - what it is and where it works best • Direct marketing - the benefits of getting up close and personal • Effective PR - accentuate the positive, eliminate the negative • Trade shows and exhibitions - the boredom, the foot-powder and the glory • Internet options - from blooming blogs to steady streaming • Internet marketing - a whole not-so-new world of shopportunity • In-house marketing - ihm = diy = roi = happy accountants • Telemarketing - turning cold contacts into hot prospects • Sales promotion - exclusive special offer, read now while stocks last! • Word-of-mouth marketing - creating envoys and ambassadors • Mobile marketing - moving with the market • Tools,tips and time-savers • Networking - make sure that your networking is working properly • Vital statistics - surveys and questionnaires - YES, NO, MAYBE and how • Sales literature - what it is, what's important, what's not and why not • Press advertising - what works best and what's best to avoid • Working with techies - Earth calling webmaster, come in please, over • Working with creatives - please don't cry, it's lovely, honestly! • Hiring consultants - the pros and cons of high quality professional support • Hiring freelancers - making music with one-man-bands • Buying print - the possibilities and pleasures of paper and ink • Negotiating - critical moves for buyers, sellers and survivors • The point of it all • profitable customers • Happy customers - the good, the bad and the hideous.

About the Author: 

After more than thirty years at the coalface of the marketing and communication industry, Jeff Della Mura knows what works and what doesn?t. He is a Chartered Marketer, a Fellow of The Chartered Institute of Marketing, a tutor and an award-winning business adviser. An enthusiastic and supportive observer of growing businesses, Jeff has written numerous expert guides, briefings and courses.