The Marketing Pocketbook

Neil Russell-Jones, Tony Fletcher

Publisher: Management Pocketbooks, 1999, 126 pages

ISBN: 1-870471-40-7

Keywords: Marketing

Last modified: July 29, 2021, 4:16 p.m.

A pocketful opf tips, techniques and tools for all those involved in the marketing process — research, strategy planning and tactics.

  • Introduction
    • Marketing and the Customer Value Proposition
  • What is marketing?
    • Marketing vs selling
    • The 4 Ps
      • Product
      • Price
      • Place
      • Promotion
    • Key elements of marketing
      • Research
      • Strategy
      • Planning
      • Tactics
    • Holistic approach
  • Researching your customers
    • Identifying 'needs' and 'wants'
    • Desk/field research
    • Research samples
    • Qualitative/quantitative questions
    • Research analysis
    • Cost
    • Timing
  • Market research  — Methods
    • Telephone/street/face-to-face interviews
    • Written questionnaires
    • Product testing
    • Consumer panels
    • Observation
    • Focus groups
  • Developing a marketing strategy
    • Vision/mission
    • Set-up steps
      • SWOT/market/gap analysis
      • Developing new products/services
      • Formulating strategy planning
      • Implementation
  • Understanding the marketing mix
    • The 4 Ps
    • Blending the mix
    • The 4 Cs
      • Cost
      • Convenience
      • Communication
      • Customer needs/wants
  • Marketing planning
    • The 12 essential components of the marketing plan
  • Tactics
    • Advertising
    • Direct mail
    • Sales promotion
    • PR
    • Promotional literature
    • Sales force
    • Telesales
    • Point of sale
    • Sponsorship
    • etc.
  • Being market-led in practice
    • Internal marketing
    • Customer's perspective
    • Keeping customers
    • Customer dissatisfaction
    • 80:20 rule
    • Using the plan
    • Getting help

Reviews

The Marketing Pocketbook

Reviewed by Roland Buresund

OK ***** (5 out of 10)

Last modified: May 21, 2007, 3:18 a.m.

Basic facts.

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