Marketing Your Business: A Guide to Developing a Strategic Marketing Plan

* Preface * Acknowledgments * Introduction * Part A. The Strategy Selection Process * Chapter 1. Defining Your Business Strategy * Case Example 1: Another Perspective * Case Example 2: Providing Value and Reducing Costs * Chapter 2. Assessing Focal Points * Types of Marketing Research * Marketing Research Techniques * Marketing Research Presentation Tools * Case Example 1: Looking Within * Case Example 2: Mailing Less and Making More * Chapter 3. Selecting Strategies * Positioning Strategies * Case Example 1: Positioning to Perfection * Case Example 2: Speed, Reliability, and Convenience * Part B. Selecting Weaponry * Chapter 4. Advertising * Advertising Guidelines * The Six-Step Advertising Process * Do It Yourself or Select an Agency? * Advertising Types and Themes * Market Coverage * Media Selection * Case Example 1: Extreme Target Market Execution * Case Example 2: Icon Power * Chapter 5. Public Relations * What Public Relations Is * Tools of Public Relations * Case Example 1: Sources and Experts * Case Example 2: The Power of the Survey and Award * Chapter 6. Promotions * Keys to Successful Promotions * Types of Promotions * Case Example 1: More Than a Promotion * Case Example 2: Left Brain/Right Brain * Chapter 7. Merchandising * Types of Merchandising * Merchandising Your Employees * Merchandising Checklist * Case Example 1: Accessories and Gifts * Case Example 2: Color Themes * Case Example 3: Psychological Merchandising * Chapter 8. Database Marketing * Database Systems * Sales Through Direct Mail * Case Example 1: The Check Is in the Mail * Case Example 2: By Invitation Only * Chapter 9. Electronic Marketing * Internet Uses * Electronic Marketing Checklist * Case Example 1: Making It Work for Everyone * Case Example 2: Major Mistakes * Chapter 10. Packaging * Benefits of Packaging * Case Example 1: Being Different * Case Example 2: Riding a Wave and Right Name/Right Color * Chapter 11. Branding * Brand Strategy * The Measurement of Brand Associations * Case Example 1: The Character of a Brand * Case Example 2: Name Compatibility * Chapter 12. Pricing * Pricing Techniques * Case Example 1: Winning with the Same Price * Case Example 2: Paying Later Adds Value and Moves Product * Chapter 13. Sales * Changing Strategy * Personal Sales * Knowledge Acquisition * Selling Strategies * Measuring and Rewarding * Case Example 1: The Tale of the Two Inns * Case Example 2: The Worthwhile Investment * Chapter 14. Customer Service * Customer Service Strategies * Case Example 1: Really Tailored Customer Service * Case Example 2: A Total Customer Mentality * Chapter 15. Crisis Management * Five Key Steps in Crisis Management * Case Example 1: What Not to Do * Case Example 2: The Unbreakable That Wasn't * Chapter 16. Marketing and the Law * Chapter 17. Marketing Budget * Preparation Methods * Presentation Components * Part C. The Marketing Plan and the Marketing Audit * Chapter 18. The Strategic Marketing Plan * The Preface * Executive Summary * Competitive and Environmental Assessment * Mission Statement * Goals and Objectives * Driving Forces * Strategies and Tactics * Program Plans * Recommendations * The Vision * Slogans * Issues * Measurements and Results * Budget * The Appendix * Chapter 19. The Complete Marketing Audit * Appendix 1. Work Forms * Work Forms Index * Appendix 2. Marketing Intelligence Information Sources * Appendix 3. Marketing-Related Associations * Notes * Glossary * Additional Key Terms * Bibliography * Index * Reference Notes Included