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com/FreeMgmtLibrary> Follow us on LinkedIn <http://www.linkedin.com/profile?viewProfile=&key=37151660&goback=.hom&trk=NUS_U NIU_SHARE-prfl> Free Management Library </> All About Marketing Your Guide * * * * * Lisa-Chapman <http://www.LisaChapman.com> Lisa Chapman website <http://www.LisaChapman.com> my blog <http://managementhelp.org/blogs/marketing/> email </guides/Lisa-email.htm> About Library * What It Is </aboutfml/what-it-is.htm> * How to Use It </aboutfml/how-to-use-it.htm> * To Get Updates </aboutfml/social-media.htm> Library's Blogs * List of Blogs </blogs/> Add to Library * Community Rules </aboutfml/community-rules.htm> * Submit your links </email/form-to-add-content.htm> Contact Us * Provide Feedback </email/form-to-provide-feedback.htm> * Help Using Library </email/form-to-request-help.htm> * Developed by Authenticity Consulting, LLCDeveloped by Authenticity Consulting, LLC </aboutfml/authenticity.htm> Click to sign up for FML >> Links, an ePub from Authenticity Consulting, LLC and Free Management Library. <http://authenticityconsulting.us1.list-manage.com/subscribe?u=f82cba6491b9e0d15 fee12ee6&id=78aa70aa53>

All About Marketing

Sections of This Topic Include Basics and Planning Basics -- and Misunderstanding -- About Marketing (below on this page) <#under> Market Planning <http://managementhelp.org/marketing/planning.htm> Inbound Marketing Marketing Research (tools & methods to examine markets, their needs, competitors, etc.) <http://managementhelp.org/marketing/market-research.htm> Competitive Analysis <http://managementhelp.org/marketing/competitors.htm> Pricing <http://managementhelp.org/marketing/pricing.htm> Positioning (including writing your positioning statement) <http://managementhelp.org/marketing/positioning.htm> Naming and Branding <http://managementhelp.org/marketing/branding.htm> Outbound Marketing Advertising and Promotions <http://managementhelp.org/marketing/advertising/index.htm> Public and Media Relations <http://managementhelp.org/publicrelations/index.htm> Sales <http://managementhelp.org/sales/sales.htm> Customer Service <http://managementhelp.org/customers/service.htm> Customer Satisfaction <http://managementhelp.org/customer/satisfy.htm> Social Networking <http://managementhelp.org/socialnetworking/index.htm> Protecting Ownership of Your Products/Services Intellectual Property <http://managementhelp.org/businesslaw/intellectual-property-laws.htm> Evaluating Your Marketing Efforts Evaluating Your Marketing and Advertising Activities <http://managementhelp.org/marketing/evaluating.htm> Marketing On Telephone and/or Online Telemarketing <http://managementhelp.org/marketing/telemarketing.htm> Email Marketing <http://managementhelp.org/marketing/advertising/index.htm#anchor5679>Social Networking <http://managementhelp.org/socialnetworking/index.htm>Online Reputation Management <http://managementhelp.org/publicrelations/index.htm#anchor123> General Resources Additional Perspectives on the Basics of Marketing

<#addl>Additional Information for Nonprofits <http://managementhelp.org/marketing/nonprofit.htm> General Resources About Marketing <#general> */Also see/* Related Library Topics <#anchor1029384756> Also See the Library's Blogs Related to Marketing In addition to the articles on this current page, also see the following blogs that have posts related to Marketing. Scan down the blog's page to see various posts. Also see the section "Recent Blog Posts" in the sidebar of the blog or click on "next" near the bottom of a post in the blog. The blog also links to numerous free related resources. Library's Marketing Blog <http://managementhelp.org/blogs/marketing/> Library's Public and Media Relations Blog <http://managementhelp.org/blogs/public-relations/> -----------------------------------------------------------------------Basics -- and Misunderstandings -- About Marketing Copyright Carter McNamara, MBA, PhD <http://www.authenticityconsulting.com/> What is Marketing? Before you learn more about marketing in the many links later on below topic, you should first understand what marketing is, because the topic is so often misunderstood. Marketing is the wide range of activities involved in making sure that you're continuing to meet the needs of your customers and are getting appropriate value in return. How Marketing is So Misunderstood Far too often, organizations try to develop a product to meet customers needs without ever really verifying what the customers wanted in the first place. Instead, those organizations make a strenuous effort to sell the product through rigorous, ongoing advertising, promotions and publicity -- through "outbound" marketing. These organizations may have built a beautiful ladder but it may be entirely on the wrong roof! Far too often, that lesson comes from painful experience. Experienced organizations have learned that it is not their opinion that matters most regarding whether their product is needed or not. The opinion that matters most is that of the customers. These organizations have learned that they might not know what they don t know about their customers. That precious knowledge about the customers comes from "inbound" marketing -- through market research to clarify customers needs and what they are willing to do to get those needs met. If the inbound marketing is done well, the outbound marketing is particularly easy -- and effective. Inbound Marketing Includes Market Research to Find Out:

1. What specific groups of potential customers/clients (markets) might have which specific needs (nonprofits often already have a very clear community need in mind when starting out with a new program -- however, the emerging practice of nonprofit business development, or earned income development, often starts by researching a broad group of clients to identify new opportunities for programs) 2. How those needs might be met for each group (or target market), which suggests how a product might be designed to meet the need (nonprofits might think in terms of outcomes, or changes, to accomplish among the groups of clients in order to meet the needs) 3. How each of the target markets might choose to access the product, etc. (its "packaging") 4. How much the customers/clients might be willing pay and how (pricing analysis) 5. Who the competitors are (competitor analysis) 6. How to design and describe the product such that customers/clients will buy from the organization, rather than from its competitors (its unique value proposition) 7. How the product should be identified -- its personality -- to be most identifiable (its naming and branding) Outbound Marketing Includes: 1. 2. 3. 4. 5. Advertising and promotions (focused on the product) Sales Public and media relations (focused on the entire organization) Customer service Customer satisfaction

(Return to Table of Contents <#toc> above) Additional Perspectives on the Basics of Marketing What s "Advertising, Marketing, Promotion, Public Relations and Publicity, and Sales?" <http://managementhelp.org/marketing/advertising/defined.htm> Makin the Marketing Strategy Happen! <http://managementhelp.org/blogs/building-a-business/2011/03/31/makin-the-market ing-strategy-happen/> Numerous free online resources <http://www.marketingsurvivalkit.com/> History of Marketing <http://deniseleeyohn.com/bites/2011/03/01/history-of-marketing-part-one/> Top 6 Marketing Consultants Share Their Secrets <http://marketing.about.com/b/2011/02/27/top-6-marketing-consultants-share-secre ts.htm> Get Everyone on Your Marketing Team -- 3 Steps <http://www.nonprofitmarketingguide.com/blog/2011/02/28/get-everyone-on-your-mar keting-team-3-steps/> 10 Marketing Musts <http://www.inc.com/marla-tabaka/10-marketing-musts.html> Marketing Basics for the Small Business <http://marketing.about.com/cs/sbmarketing/l/aa060103a.htm> Marketing Teacher - multiple articles and resources <http://marketingteacher.com/> Small Business Marketing Strategy <http://www.starting-a-smallbusiness.com/small-business-marketing-strategy.html> Rules of Marketing: Old vs. New <http://managementhelp.org/blogs/marketing/2010/06/01/rules-of-marketing-old-vs-

new/> Definition of Marketing <http://www.johnmossmarketing.com/definition-of-marketing.html> Neglecting the Other Three Ps in Financial Services Marketing <http://www.johnmossmarketing.com/neglecting-the-other-three-ps-in-financial-ser vices-marketing.html> 10 Things They Don t Teach You About Marketing in College <http://www.theproduct.com/marketing/index.htm> How to Create a Powerful Marketing Message <http://managementhelp.org/blogs/marketing/2010/08/27/powerful-marketing-message /> What Are Some Marketing Mistakes That Companies Make? <http://www.rob-berman.com/marketing-mistakes-companies-make/> Survey of Marketing Executives Priorities <http://managementhelp.org/blogs/marketing/2010/11/12/survey-of-marketing-execut ives%E2%80%99-priorities/> Marketing Can Do Better <http://blogs.hbr.org/haque/2010/10/marketing_can_do_better.html> Future Of Marketing <http://deniseleeyohn.com/bites/2011/02/08/future-of-marketing/> 101 Marketing Tips That Will Help You Nail Jell-O to the Wall <http://www.cvfundraising.com/download/101_marketing_tips.pdf> Marketings the Engine of a Growing Company <http://managementhelp.org/blogs/building-a-business/2011/04/15/marketing-drives -a-growing-company/> General Resources About Marketing Good Marketing Ideas: a collection of marketing ideas and articles aimed at a variety of marketing forms and business types. Includes offline and internet marketing as well as non-profit marketing ideas. <http://www.goodmarketingideas.com/> A table with numerous links to marketing-related sites <http://www.pfdf.org/leaderbooks/l2l/winter99/grove.html> Marketing Resource Center <http://www.marketingsource.com/> List of useful articles <http://www.profitadvisors.com/better_bus.shtml> Industry Standard <http://www.thestandard.com/> Marketing Plan Do-It-Yourself Step by Step <http://www.marketingplannow.com/index.asp?page=2045> Marketing Internet Library <http://www.businessbookmall.com/Marketing%20Internet%20Library.htm> The definition of marketing <http://www.ducttapemarketing.com/blog/2006/07/26/whats-the-definition-of-market ing/> 20 Powerful Marketing Tips <http://managementhelp.org/blogs/marketing/2010/07/28/20-power-marketing-tips/> Best Practices and Marketing Case Studies <http://managementhelp.org/blogs/marketing/2011/02/16/best-practices-and-marketi ng-case-studies/> Question Marketing <http://managementhelp.org/blogs/marketing/2011/10/question-marketing/> -----------------------------------------------------------------------Submit a link <http://managementhelp.org/email/form-to-add-content.htm> ------------------------------------------------------------------------

For the Category of Marketing: To round out your knowledge of this Library topic, you may want to review some related topics, available from the link below. Each of the related topics includes free, online resources. Also, scan the Recommended Books listed below. They have been selected for their relevance and highly practical nature. Related Library Topics <http://managementhelp.org/relatedtopics/market-rlt.htm> Recommended Books Basics, Planning and General Information <#anchor820263> Market Research and Trends <#anchor983082> Competitive Intelligence <#anchor983386> Nonprofit <#anchor983634> -----------------------------------------------------------------------Basics, Planning and General Information The following books are recommended because of their highly practical nature and often because they include a wide range of information about this Library topic. To get more information about each book, just click on the image of the book. Also, a "bubble" of information might be displayed. You can click on the title of the book in that bubble to get more information, too. -----------------------------------------------------------------------Market Research and Trends The following books are recommended because of their highly practical nature and often because they include a wide range of information about this Library topic. To get more information about each book, just click on the image of the book. Also, a "bubble" of information might be displayed. You can click on the title of the book in that bubble to get more information, too. -----------------------------------------------------------------------Competitive Intelligence The following books are recommended because of their highly practical nature and often because they include a wide range of information about this Library topic. To get more information about each book, just click on the image of the book. Also, a "bubble" of information might be

displayed. You can click on the title of the book in that bubble to get more information, too. Note to nonprofits: Nonprofits "compete" with other nonprofits, too. They compete for funding, attention from their communities and for staff. Also, funders often want to see if their grantees have closely considered whether other nonprofits are already offering the same services in the same areas. So nonprofits should use competitive intelligence, too. -----------------------------------------------------------------------Nonprofit Nonprofit Program Design, Marketing and Evaluation - Book Cover Field Guide to Nonprofit Program Design, Marketing and Evaluation <http://www.authenticityconsulting.com/pubs/PG_gdes/PG_pubs.htm> *by Carter McNamara, published by Authenticity Consulting, LLC.* There are few books, if any, that explain how to carefully plan, organize, develop and market a nonprofit program. Also, too many books completely separate the highly integrated activities of planning, marketing and evaluating programs. This book integrates all three into a comprehensive, straightforward approach that anyone can follow in order to provide high-quality programs with strong appeal to funders. Includes many online forms that can be downloaded. Many materials in this Library topic are adapted from this book. The following books are recommended because of their highly practical nature and often because they include a wide range of information about this Library topic. To get more information about each book, just click on the image of the book. Also, a "bubble" of information might be displayed. You can click on the title of the book in that bubble to get more information, too. -----------------------------------------------------------------------Also See Public Relations -- Recommended Books </books/pr-bks.htm> Sales -- Recommended Books </books/sales-bks.htm> ------------------------------------------------------------------------

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dto('d gg');>D gg ta <javascr pt:retur dto('d gg ta');>D g og <javascr pt:retur dto('d g og');>D go <javascr pt:retur dto('d go');>D gT sHost <javascr pt:retur dto('d gt sweb ost');>D gz g <javascr pt:retur dto('d gz g ');>D go <javascr pt:retur dto('d go');>D pd ve <javascr pt:retur dto('d pd ve');>DoMe or <javascr pt:retur dto('dome or');>Dost <javascr pt:retur dto('dost ');>DotNetK c s <javascr pt:retur dto('dot et c s');>DotS are <javascr pt:retur dto('woscc');>Douba <javascr pt:retur dto('douba ');>Draug em. v <javascr pt:retur dto('draug em');>Dr m o <javascr pt:retur dto('dr m o');>Dropjac <javascr pt:retur dto('dropjac ');>Dwe c ous <javascr pt:retur dto('dwe c ous');>Dzo e <javascr pt:retur dto('dzo e');> de g t <javascr pt:retur dto('ede g t');> Factor <javascr pt:retur dto('efactor');>eKudos <javascr pt:retur dto('e udos');>e efa ta.p <javascr pt:retur dto('e efa tap ');> ma <javascr pt:retur dto('ema ');> mbar o s <javascr pt:retur dto('embar o s');>euC que <javascr pt:retur dto('euc que ');> ver ote <javascr pt:retur dto('ever ote');>extrap ay <javascr pt:retur dto('extrap ay');> zySpot <javascr pt:retur dto('ezyspot');>FabDes g <javascr pt:retur dto('sty s ome');>Fabu ous y40 <javascr pt:retur dto('fabu ous y40');>Faceboo <javascr pt:retur dto('faceboo ');>Far <javascr pt:retur dto('far ');>Far da <javascr pt:retur dto('far da');>Fas o sta <javascr pt:retur dto('fas o sta');>Fas o Bur er <javascr pt:retur dto('fas o bur er');>FAVab e <javascr pt:retur dto('favab e');>Faves <javascr pt:retur dto('faves');>fav og <javascr pt:retur dto('fav ogde');>Favor te <javascr pt:retur dto('favor te de');>Favor tes <javascr pt:retur dto('favor tes');>Favor tus <javascr pt:retur dto('favor tus');>F a er <javascr pt:retur dto('f a er');>F oss.pro <javascr pt:retur dto('f osspro');>Fo d <javascr pt:retur dto('fo d');>Formspr g <javascr pt:retur dto('formspr g');>FreeD ct o ary <javascr pt:retur dto('t efreed ct o ary');>Fresqu <javascr pt:retur dto('fresqu ');>Fr e dFeed <javascr pt:retur dto('fr e dfeed');>Fr e dster <javascr pt:retur dto('fr e dster');>fu P <javascr pt:retur dto('fu p');>fw sp <javascr pt:retur dto('fw sp');>Gabbr <javascr pt:retur dto('gabbr');>Game c er <javascr pt:retur dto('game c er');>G veAL <javascr pt:retur dto('g vea ');>G oba Gr d <javascr pt:retur dto('g oba gr d');>Gma <javascr pt:retur dto('gma ');>Go.v <javascr pt:retur dto('gov ');>Godudu <javascr pt:retur dto('godudu');>Good Noows <javascr pt:retur dto('good oows');>Goog e <javascr pt:retur dto('goog e');>Goog e Buzz <javascr pt:retur

addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt

s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se

dto('goog ebuzz');>Goog e Reader <javascr pt:retur dto('goog ereader');>Gravee <javascr pt:retur dto('gravee');>GreaterDebater <javascr pt:retur dto('greaterdebater');>Gro o. et <javascr pt:retur dto('gro o');>Haber.ge .tr <javascr pt:retur dto(' aberge tr');>Hac er News <javascr pt:retur dto(' ac er ews');>Hadas Hot <javascr pt:retur dto(' adas ot');>Hate a <javascr pt:retur dto(' ate a');>Hea t m ze <javascr pt:retur dto('g uvs ap');>Hedge ogs <javascr pt:retur dto(' edge ogs');>He oTxt <javascr pt:retur dto(' e otxt');> stor ous <javascr pt:retur dto(' stor ous');>H tmar s <javascr pt:retur dto(' tmar s');>Hot Boo mar <javascr pt:retur dto(' otboo mar ');>Hot x <javascr pt:retur dto(' ot x');>Hotma <javascr pt:retur dto(' otma ');>HTML Va dator <javascr pt:retur dto('w3va dator');>Hyves <javascr pt:retur dto(' yves');> deaR F! <javascr pt:retur dto(' dearef');>Ide t .ca <javascr pt:retur dto(' de t ca');> avegot <javascr pt:retur dto(' avegot');>I dex4 <javascr pt:retur dto(' dex4');>I dexor <javascr pt:retur dto(' dexor');>I formaz o e <javascr pt:retur dto(' formaz o e');>I stapaper <javascr pt:retur dto(' stapaper');>I vestorL s <javascr pt:retur dto(' vestor s');> Orb x <javascr pt:retur dto(' orb x');> Soc ety <javascr pt:retur dto(' soc ety');> W W <javascr pt:retur dto(' w w');>Jamespot <javascr pt:retur dto('jamespot');>Jappy T c er <javascr pt:retur dto('jappy');>Jo Pr t <javascr pt:retur dto('jo pr t');>Jumptags <javascr pt:retur dto('jumptags');>Kabood e <javascr pt:retur dto(' abood e');>Kaevur <javascr pt:retur dto(' aevur');>Ka x Repaste <javascr pt:retur dto(' a x ');>Ket oo <javascr pt:retur dto(' et oo ');>K d e It <javascr pt:retur dto(' d e t');>K pup <javascr pt:retur dto(' pup');>K RTSY <javascr pt:retur dto(' rtsy');>K edy <javascr pt:retur dto(' edy');>Komme t g <javascr pt:retur dto(' omme t g');>La tafa era <javascr pt:retur dto(' atafa eracat');>Laa t <javascr pt:retur dto(' aa t');>Lade ze e <javascr pt:retur dto(' ade ze e');>L brer o <javascr pt:retur dto(' brer o');>L festream <javascr pt:retur dto('a m');>L N ja <javascr pt:retur dto(' ja');>L -a-Gogo <javascr pt:retur dto(' agogo');>L edI <javascr pt:retur dto(' ed ');>L s Gutter <javascr pt:retur dto(' sgutter');>L S ares <javascr pt:retur dto(' s ares');>L uj.cz <javascr pt:retur dto(' uj');>L veJour a <javascr pt:retur dto(' vejour a ');>Loc erB ogger <javascr pt:retur dto(' oc erb ogger');>Logger24 <javascr pt:retur dto(' ogger24');>Ma .ru <javascr pt:retur dto('myma ru');>Mar me <javascr pt:retur dto('mar me');>Mas bord <javascr pt:retur dto('mas bord');>Maw do <javascr pt:retur

addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt addt

s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se s_se

dto('maw do');>me VZ <javascr pt:retur dto('me vz');>Me us ar m <javascr pt:retur dto('me us ar m');>Memo c <javascr pt:retur dto('memo c');>Memor .ru <javascr pt:retur dto('memor ');>Me ame <javascr pt:retur dto('me eame');>Messe ger <javascr pt:retur dto(' ve');>M dbodygree <javascr pt:retur dto('m dbodygree ');>M ster Wo g <javascr pt:retur dto('m sterwo g');>Moemesto.ru <javascr pt:retur dto('moemesto');>Mo rug <javascr pt:retur dto('mo rug');>mototagz <javascr pt:retur dto('mototagz');>mRcN twORK <javascr pt:retur dto('mrc etwor t');>Mu t p y <javascr pt:retur dto('mu t p y');>myAOL <javascr pt:retur dto('myao ');>MyHayasta <javascr pt:retur dto('my ayasta ');>My vau t <javascr pt:retur dto('my vau t');>Myspace <javascr pt:retur dto('myspace');>N4G <javascr pt:retur dto(' 4g');>Nasza- asa <javascr pt:retur dto(' asza asa');>NetLog <javascr pt:retur dto(' et og');>Netv bes <javascr pt:retur dto(' etv bes');>Netvouz <javascr pt:retur dto(' etvouz');>NewsMeBac <javascr pt:retur dto(' ewsmebac ');>NewsTrust <javascr pt:retur dto(' ewstrust');>Newsv e <javascr pt:retur dto(' ewsv e');>Nuj j <javascr pt:retur dto(' uj j');>Od o ass <javascr pt:retur dto('od o ass _ru');>OKNOt z e <javascr pt:retur dto('o ot z e');>O ev ew <javascr pt:retur dto('o ev ew');>O GoBee <javascr pt:retur dto('o gobee');>Or ut <javascr pt:retur dto('or ut');>Oyy a <javascr pt:retur dto('oyy a');>Pac g <javascr pt:retur dto('pac g');>Paf et <javascr pt:retur dto('paf etde');>PDF O e <javascr pt:retur dto('pdfo e');>PDFmyURL <javascr pt:retur dto('pdfmyur ');>P o eFavs <javascr pt:retur dto('p o efavs');>P g.fm <javascr pt:retur dto('p gfm');>P a ypus <javascr pt:retur dto('p a ypus');>P axo <javascr pt:retur dto('p axo');>P ur <javascr pt:retur dto('p ur ');>Poc va <javascr pt:retur dto('poc va cz');>Pop d t o <javascr pt:retur dto('poped t o ');>Posteezy <javascr pt:retur dto('posteezy');>Posterous <javascr pt:retur dto('posterous');>Prat .ba <javascr pt:retur dto('prat ba');>Pr t <javascr pt:retur dto('pr t');>Pr tFr e d y <javascr pt:retur dto('pr tfr e d y');>Pus a <javascr pt:retur dto('pus a');>QRF. <javascr pt:retur dto('qrf ');>Qua tcast <javascr pt:retur dto('qua tcast');>Qzo e <javascr pt:retur dto('qzo e');>Ra seYourVo ce <javascr pt:retur dto('ra seyourvo ce');>Read It Later <javascr pt:retur dto('read t ater');>Redd t <javascr pt:retur dto('redd t');>Red ff MyPage <javascr pt:retur dto('red ff');>RedKum <javascr pt:retur dto('red um');>R deF x <javascr pt:retur dto('r def x');>Scoop.at <javascr pt:retur dto('scoopat');>Scoop. t <javascr pt:retur

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