Examine essential marketing disciplines and weapons!This essential
book will show you how to design a strategic marketing plan for any
brand, product, service, or business! It explains all of the major
marketing disciplines and familiarizes you with the marketing
"weapons arsenal." It also teaches you to conduct a marketing
audit, provides helpful sample worksheets and forms and includes
case examples, a glossary of marketing terms, and appendixes
discussing sources of "marketing intelligence" and professional
marketing associations.This single volume provides a step-by-step
process (with short, clear examples) of how to develop a custom
plan to fit any business. In addition, it defines all of the
business terms you'll find inside and lists additional resources to
draw upon. With Marketing Your Business: A Guide to Developing a
Strategic Marketing Plan, you will explore: the process of
selecting the right strategy by defining your business strategy,
assessing the most relevant focal points, and choosing the
marketing strategy that will work best for you the arsenal of
current marketing weaponry--advertising, budgeting, promotions,
pricing, sales, database marketing, public relations, packaging,
legal issues, and more! the nature of strategic marketing
plans-competitive and environmental assessments, mission
statements, slogans, budgeting, goals and objectives, etc. key
checklists and 13 sample work forms that will help you formulate
your plan and much more!Ideal for use by educators and students as
well as businesspeople, Marketing Your Business brings together
everything you need to know to develop an effective strategic
marketing plan and put it into action!
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