Naked Marketing

The Bare Essentials

Robert Grede

Publisher: Prentice Hall, 1997, 142 pages

ISBN: 0-13-845322-5

Keywords: Marketing

Last modified: Oct. 17, 2009, 10:54 p.m.

Get Market-Smart Quickly and Painlessly!

  • Winning strategies for all types of business
  • Effective techniques
  • Real-life examples
  • How to increase sales and profits
  • What you should and shouldn't do

Discover winning strategies used by the big-name as well as small start-up companies.

Naked Marketing strips away the hypa end hoopla and reveals what you really need to do to increase your company's sales and profits.

  • Introduction
    Why this book was written and what it can do for you, the small business operator
  1. ¿Que Es Marketing?
    The purpose of marketing is to satisfy needs and wants
  2. Knowing Your Market
    Use inexpensive research to know who your customers are and what they want
    • Primary versus Secondary Research
    • Advertising Research
  3. How to Develop a Plan
    The basics of your Strategic Marketing Plan
    • The Four P’s
    • The Marketing Plan
  4. Establish an Image for Your Firm
    Decide who you are and project that image to the public
    • Q, S, & P
    • The Mission Statement
    • The Total Approach
    • Name Awareness
    • Communicating Your Image to Customers
    • Choosing an Ad Agency
  5. Ideas – How to Get Them, How to Use Them
    Apply your imagination to the marketing plan
    • The Four I's
    • Steal Good Marketing Ideas
    • "A Half Bubble Off Plumb"
    • Testimonials
  6. Ten Commandments of Good Copywriting
    Captivate your customers with words that capture their attention and sell product
  7. Layout and Design
    Use visual elements to maximize your advertising impact
    • Illustrating Your Ad
    • Laying Out the Copy
    • Billboards
  8. How to Make the Most of Media
    Market your company using mass media
    • Newspaper Advertising
    • Magazines
    • Radio Advertising
    • Television Advertising
    • Cable Television
    • Reach vs. Frequency
    • Flighting and Front Loading
    • Multiple Impressions
    • The World Wide Web
  9. Using Publicity to Stretch Your Marketing Budget
    Get your name in the paper without having to pay for it
    • What Should Be Publicized?
    • Choosing a Public Relations Agency
    • Be a Good Neighbor
  10. Introducing a New Product
    Improve your chances for success
    • The Right Product
    • The Right Timing
    • The Right People
  11. Selling
    Coordinate personal selling as a part of your marketing mix
    • Hunting vs. Farming
    • Suggestive Selling
    • That All-Important Sales Force
    • Sales Letters with Impact
    • Mailing Lists
    • Merchandising and point-of-Purchase Selling
  12. Inexpensive Marketing Tactics that Work
    A variety of simple yet effective marketing tactics designed to return the greatest profit
    • Business Cards
    • Collateral Material
    • Door Hangers
    • Forms
    • On-Hold Commercials
    • Customer Questionnaire
    • Sponsor a Little League Team
    • Uniforms
  13. Tricks of the Trade Shows
    Tactics to maximize your company's trade show experience
    • Building Your Booth
    • Attracting Traffic to Your Booth
    • Some "Do's" and "Don'ts"
  14. How to Establish Your Marketing Budget
    How much should you spend on promoting your business?
    • Percent-of-Sales Method
    • Objective-Task Method
  15. Summary

Reviews

Naked Marketing

Reviewed by Roland Buresund

Excrement * (1 out of 10)

Last modified: May 21, 2007, 3:16 a.m.

Qualified bullshit. At least it was cheap.

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