Management Briefs: Marketing Skills : A Practical Guide
Management Briefs: Marketing Skills : A Practical Guide

Management Briefs: Marketing Skills : A Practical Guide


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About the Book

About the Author

Garry Hyneswas a Marketing Specialist at the IMI and, subsequently, General Manager Marketing and Sales with Church and General Insurance (now Allianz). He is now an independent consultant and trainer in the areas of Marketing and Sales, Business Strategy and Management Skills Development. He has worked in these areas with a wide sectoral variety of organizations, advising and training companies ranging in size from SME to Multinational. Ronan Morrishas over 17 years experience mostly working in account management and marketing roles. He is a co-founder of Web Together which is full service web design, development and online marketing business. Ronan advises businesses on their online marketing strategies and he is a regular speaker at business events. He specialises in areas such as website design and usability, search engine optimisation, search engine marketing, social media and e-commerce strategy. Ronan completed an MBA program with Dublin City University in 2004.



Table of Contents:
Chapter 1: Introduction The Scope of Marketing • The Marketing Roadmap • Really Understanding Your Market • Identifying Your Unique Offering • Bringing this Uniqueness to Life, Everywhere Chapter 2: Knowing your Market Segmentation • Target Marketing • Positioning Chapter 3: Product The Key Levels of the Offer • The Core Benefit • The Tangible Product • The Augmented Product • The Product Life Cycle Chapter 4: Pricing Costs and Break-Even • Price and Quality • The Value Chain • Pricing Tactics • Win/Win Pricing Chapter 5: Promotion When to Promote Your Business • Active Promotion - Advertising • Models of How Advertising Works • Traditional Channels for Advertising Chapter 6: Other Promotion Methods Ambient Advertising • Direct Marketing (DM) • Internal Marketing • Public Relations • Exhibitions and Trade Shows • Networking • Sponsorships Chapter 7: Online Marketing Websites • Common Mistakes • Search Engine Optimisation (SEO) • Link Baiting and Blogging • Search Engine Marketing (SEM) • Banner Advertising • Social Media • Permission Marketing - Email Marketing • Information Marketing • Offline Integration • The Growth of Online Marketing Chapter 8: Appropriate Marketing Activities for Your Business Selecting the Most Appropriate Marketing Activities for Your Business • Monitoring Results • Advice on Promotion - When do You Need It? • Selecting External Advisers Chapter 9: Distribution Building a Distribution Strategy • Levels of Distribution Intensity • Choosing the Correct Distribution Strategy • Online Distribution Chapter 10: Building for the Future The Dynamics of Your Business • The Porter Model • Threat of New Entrants • Threat of Substitution • Bargaining Power of Buyers • Competitive Rivalry • Strategies that Emerge from The Model • The Customer’s Value Chain


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Product Details
  • ISBN-13: 9788130930695
  • ISBN-10: 8130930692


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