Make marketing work for you: boost your profits with proven marketing techniques

Contents......Page 6
Preface......Page 10
The Background to Marketing......Page 12
Understanding What Marketing can do for you......Page 14
Relating Business Objectives to Marketing Objectives......Page 16
Incorporating Marketing into your Business Strategy......Page 17
Making a Clear Mission Statement......Page 19
Key Points......Page 20
Looking at the Competition......Page 22
Using a SWOT Analysis......Page 25
Investigate the Environment with a PESTE Analysis......Page 26
Gaining a Unique Selling Point......Page 28
Defining your Critical Success Factors......Page 29
Key Points......Page 31
Understanding your Potential Customers and Markets......Page 32
Segmenting the Potential Market......Page 35
Using Different Research Methods......Page 38
Management Information Systems......Page 40
Key Points......Page 42
The Product Life Cycle Concept......Page 43
The Boston Consulting Group (BCG) Matrix......Page 47
The McKinsey/General Electric Matrix......Page 49
The Ansoff Matrix......Page 51
Establishing Clear Marketing Objectives......Page 53
Key Points......Page 54
Understanding the Components......Page 55
Defining your Products......Page 58
Considering Pricing Alternatives......Page 60
Evaluating Promotion Methods......Page 62
Being in the Right Place......Page 63
Key Points......Page 65
Targeting the Right Product into the Right Market......Page 66
Understanding Product Management......Page 69
Developing your Product Portfolio......Page 70
Using the Product Life Cycle for Product Development......Page 73
Introducing New Products......Page 74
Key Points......Page 76
How Important is Price to the Consumer?......Page 78
Selecting the Right Price for your Products......Page 81
Relating Price to Sales and Profits......Page 83
Using Price as an Effective Marketing Tool......Page 85
Key Points......Page 88
The Importance of Promotion......Page 89
Introducing the Marketing Communication Mix......Page 91
Evaluating the Options you have for Promotion......Page 95
Using Promotion Methods to Achieve Objectives......Page 97
Key Points......Page 98
The Logistics of Place Decisions......Page 99
Establishing the Methods of Distribution......Page 102
Designing the Right Distribution System......Page 104
Managing the Supply Chain Effectively......Page 105
Key Points......Page 107
Establishing your Marketing Budget......Page 109
Writing your Marketing Plan......Page 111
Reviewing your Performance......Page 113
Staying Ahead of the Competition......Page 114
Starting the Process Again......Page 116
Key Points......Page 117
Useful Addresses......Page 118
Further Reading......Page 120
I......Page 122
P......Page 123
W......Page 124