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Contents

Contents About the author ix Foreword by Professor Malcolm McDonald xi Introduction 1 About this book

About the author

ix

Foreword by Professor Malcolm McDonald

xi

Introduction 1

About this book

2

v

  • 1 Market and customer segmentation 5 Introduction 5 The role of marketing planning Determining the attractiveness of market segments

7

12

Market and customer segmentation in consumer markets

Market and customer segmentation in business markets

20

29

Approach to international market and customer segmentation

32

  • 2 Writing a marketing plan 39 Introduction 39 The market strategy

47

Strategic marketing plan

50

How to write a 12-month tactical marketing plan

57

  • 3 Understanding the marketing mix 71 Introduction 71 Marketing’s new vocabulary

73

The customer and client journey

What’s in the mix

85

Budget considerations Marketing measurement

105

113

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  • vi Contents

    • 4 Brochures, press ads and print copy 131

Introduction 131 Evidence-based marketing

134

It’s not what you offer but what you deliver

135

The power of photography

135

Basic principles of writing great marketing copy

How to prepare high impact marketing brochures

The mechanics of a press ad Effective use of print copy

150

151

136

143

  • 5 Signs, posters and ambient media 157

Introduction 157 Best practice in creating signage

160

Best practice in creating posters

162

Modern use of ambient media

168

Future use of quick response (QR) codes

Alternatives to QR codes

171

The future of OOH advertising

173

168

  • 6 E-marketing, m-marketing and direct marketing 177 Introduction 178 The nature of e-marketing

180

Building a mouse trap

181

Search engine optimization (SEO)

186

Websites of tomorrow Social e-marketing

190

188

Framework for measuring social e-marketing

The world of Twitter for business

202

Blogging in real time

208

The world of Facebook for business

212

Best practice in m-marketing

215

Best practice in direct marketing

222

194

  • 7 Public relations 235 Introduction 235 Management of reputation Power of the narrative

242

238

Creating powerful PR ‘products’

248

Contents

vii

PR and its relationship with public affairs

257

Offline versus online media

259

260

 

Social media and PR strategy

Research, planning and measurement

275

  • 8 Using promotions 291

Introduction 291 Objectives of sales promotions

293

Use of creativity in sales promotions

296

Off-the-shelf promotions

298

Joint promotions

299

Price promotions

300

Premium promotions (gift with purchase)

300

Prize promotions

303

International sales promotions

305

International Chamber of Commerce Code (2011)

305

  • 9 Top 10 common marketing mistakes to avoid 313

Introduction 313 No vision or purpose to the marketing effort

314

Assuming you know who your customers or clients are

314

Linear thinking rather than creative thinking

314

Looking at the world from your point of view

315

Failing to understand the link between marketing and selling more

stuff

315

Being in ‘transmit mode’ rather than ‘receive mode’

Living in the past

316

Not thinking in terms of outcomes but outputs

Not learning from your customers and clients

Not learning from your mistakes

317

316

317

315

  • 10 Top 10 ways to save money in marketing 319

Introduction 319

 

Seek an opportunity in adversity

320

Do more with less

320

Think and act flexibly

321

Keep it simple

321

Use the web

321

Avoid dependency relationships with external agencies

322

  • viii Contents

Spend less than others say you should on marketing

322

Don’t just market to people you know – network

322

Collaborate with your customers and clients for profit

Know your ends from your means

323

323

Index

325

Endorsements

333

Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.