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Make A Difference With Your Marketing [electronic resource].

By: Material type: Computer fileComputer filePublisher number: 9781444100266Series: Teach Yourself Business SkillsPublication details: London : Hodder Education, 2010.ISBN:
  • 9781444124903
Genre/Form: Additional physical formats: Print version:: Make A Difference With Your MarketingDDC classification:
  • 658.8
Online resources:
Contents:
Cover; Book title; Contents; Meet the author; Only got a minute?; Only got five minutes?; 1 The tools of the trade; The evolution of marketing; What is marketing?; Demarketing; A brief history of marketing; Box clever (the Boston Matrix); Product Life Cycles; The changing face of financial marketing; Pareto; ABC method; Asking the right PLC questions; The customer is always right; Selling the invisible; The changing face of the market; The euro market; 2 Shaping your marketing plan; Push and pull, Porter and PESTs; Preparing your plan; Key marketing metrics questions; Communication objectives
Balancing service and quality valuesBalancing your books; Price planning; Pricing tactics - at a glance; By the legal book; 4 Identifying needs; Types of research application; Data intelligence; Perceptions; Freudian Theory of Motivation; Uncovering the hidden persuaders; Thinking deeper; Socio-economic grouping; Psychographic targeting models; Sisters are doing it for themselves; Marketing target acronyms; Sex in marketing; It's really EC-PC; Offering ideals; Finding your 'little list' (customer sources); Research methodology; The seven stages of research; Research and the web
Desktop researchTrend research; Primary research; Observational research; Quantitative research; Qualitative research; Other forms of research; Telephone research; One-to-one street interviews; Empirical research; 5 Brainstorming; Five steps towards imaginative marketing; The four doors towards creativity; Cogito ergo sum ('I think therefore I am'); Still stuck? Throw a dinner party; Take an idea shower; Guidelines for effective brainstorming; 6 Under the microscope - focusing on your business; From USPs to PODs and ESPs; Getting into the mindset of PODs; 7 Image is everything
Getting more from design agencies (including web design)
The traditional balanced scorecardMission believable - not impossible; Famous brand mission statements; The Five Ps (plus) of marketing; The extended marketing mix; The DIY MOT (Marketing Overview Test); SWOT and TOWS; Marketing objectives; The Ansoff Matrix; There's a gaping hole in my bucket - gap management; Strategic Business Units; How would you prefer your strategy - with or without ice?; Typical marketing measures; Instant marketing problem-solving frameworks; What kind of a creative marketing thinker are you?; 3 The cost of marketing; Made-to-measure costs; Budgeting for results
Types of brandsBrand extensions; Brands - bigger and better; Measuring brands; Forget brand promise - think 'Brand-Action'; The brand egg; 8 Branding in action; Revolutionizing perceptions; Diana - a legacy of hope; Flying high and proud?; 9 Roots of some of the world's greatest classic brands; 10 Going on face values (marketing design); Where does design fit in marketing?; The House of Marketing - better built by design; Branches of semiotics; Logo characters; Seven kinds of logos; Just your type; Paint me a vision (the use of colour in logos); Online logos; Web scanning
Summary: Elevate your marketing to new heights with the help of industry guru, Jonathan Gabay.
Holdings
Item type Home library Call number Status Date due Barcode Item holds
Electronic Resource Electronic Resource UH Online Library Ebooks Not for loan
Total holds: 0

Enhanced descriptions from Syndetics:

Description based upon print version of record.

Cover; Book title; Contents; Meet the author; Only got a minute?; Only got five minutes?; 1 The tools of the trade; The evolution of marketing; What is marketing?; Demarketing; A brief history of marketing; Box clever (the Boston Matrix); Product Life Cycles; The changing face of financial marketing; Pareto; ABC method; Asking the right PLC questions; The customer is always right; Selling the invisible; The changing face of the market; The euro market; 2 Shaping your marketing plan; Push and pull, Porter and PESTs; Preparing your plan; Key marketing metrics questions; Communication objectives

Balancing service and quality valuesBalancing your books; Price planning; Pricing tactics - at a glance; By the legal book; 4 Identifying needs; Types of research application; Data intelligence; Perceptions; Freudian Theory of Motivation; Uncovering the hidden persuaders; Thinking deeper; Socio-economic grouping; Psychographic targeting models; Sisters are doing it for themselves; Marketing target acronyms; Sex in marketing; It's really EC-PC; Offering ideals; Finding your 'little list' (customer sources); Research methodology; The seven stages of research; Research and the web

Desktop researchTrend research; Primary research; Observational research; Quantitative research; Qualitative research; Other forms of research; Telephone research; One-to-one street interviews; Empirical research; 5 Brainstorming; Five steps towards imaginative marketing; The four doors towards creativity; Cogito ergo sum ('I think therefore I am'); Still stuck? Throw a dinner party; Take an idea shower; Guidelines for effective brainstorming; 6 Under the microscope - focusing on your business; From USPs to PODs and ESPs; Getting into the mindset of PODs; 7 Image is everything

Getting more from design agencies (including web design)

The traditional balanced scorecardMission believable - not impossible; Famous brand mission statements; The Five Ps (plus) of marketing; The extended marketing mix; The DIY MOT (Marketing Overview Test); SWOT and TOWS; Marketing objectives; The Ansoff Matrix; There's a gaping hole in my bucket - gap management; Strategic Business Units; How would you prefer your strategy - with or without ice?; Typical marketing measures; Instant marketing problem-solving frameworks; What kind of a creative marketing thinker are you?; 3 The cost of marketing; Made-to-measure costs; Budgeting for results

Types of brandsBrand extensions; Brands - bigger and better; Measuring brands; Forget brand promise - think 'Brand-Action'; The brand egg; 8 Branding in action; Revolutionizing perceptions; Diana - a legacy of hope; Flying high and proud?; 9 Roots of some of the world's greatest classic brands; 10 Going on face values (marketing design); Where does design fit in marketing?; The House of Marketing - better built by design; Branches of semiotics; Logo characters; Seven kinds of logos; Just your type; Paint me a vision (the use of colour in logos); Online logos; Web scanning

Elevate your marketing to new heights with the help of industry guru, Jonathan Gabay.