TIPS AND TRAPS FOR MARKETING YOUR BUSINESS COOPER S. GRUTZNER F. COOPER B. Księgarnia

Win new customers—and keep them coming back

Whether you run a billion-dollar company or a mom-and-pop small business, you have to know your customers and know what they want. Written by three marketing experts, Tips & Traps for Marketing Your Business is filled with marketing best practices that show you how to win over new customers and make existing customers more profitable. You’ll also find practical and proven marketing tips and traps to help you grow your business, lessons learned from realworld experience, and tangible examples from the leading companies in business today.

Connect with your target market
Unlock hidden streams of profit and increase sales
Develop and deliver a compelling story for your brand
Effectively and profitably manage customer relationships
Determine how much media weight is enough and how to avoid spending too much
Attract customers to your Web site

Scott W. Cooper is president of Marketing Engine Group, a marketing planning firm, and coauthor of The Successful Marketing Plan and The One-Day Marketing Plan. Fritz P. Grutzner is President and founder of Brandgarten, a brand strategy consulting firm. Birk P. Cooper works in project management at Brandgarten.

Table of Contents

Introduction: What Is Marketing? 1
Gathering Information 5
Defining the Scope of Your Business 27
Defining Your Brand 37
Who Is Your Target? 59
What Is Your Message? 73
Measuring Performance 87
Advertising and Promotion 103
Traditional Media 119
Publicity 133
Interactive Marketing 143
Creating the Customer Experience 167
Managing Customer Relationships 179
Innovation-Your Marketing Engine 189
A Final Word on Marketing Your Business 197
A Consumer Behavior Framework 199
Internet Analytics 207
Index 209

256 pages, Paperback

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.