Robert Grede “Naked Marketing: The Bare Essentials"
Marquette University Press | 2006-01-31 | ISBN: 0874620198 | 186 pages | PDF
Before you spend two nickels on marketing, it is important to understand how those nickels should be spent. Q: With all the sexy new ways to do marketing from web sites to publicity with radio "shock jocks" what's an ambitious entrepreneur to do? A: Strip away all the hype and hoopla; get down to the basics of Naked Marketing. Here is a handy tool for business managers and entrepreneurs who want to get market-smart quickly and painlessly.
With real-life examples and effective techniques for nearly all business, the bare facts reveal how to: Develop a market plan, create the marketing budget, exploit publicity and mix mass media, personal selling and direct mail. Robert Grede offers lists of DO's and DON'T's. He shares winning strategies used by big-name companies and by small start-ups.
Fundamentals and Practice of
Butterworth-Heinemann | 2002-07-15 | ISBN: 075065449X | 352 pages | PDF
Gail Stein “Fundamentals and Practice of Marketing"
The fourth edition of this seminal text retains the clarity and simplicity of its predecessors in communicating the basic themes and principles of contemporary marketing.
'The Fundamentals and Practice of Marketing' has been substantially revised to take into account recent developments in the field - most particularly the changes wrought by new technology. It now follows a new structure and includes:
* New chapters on: direct marketing, public relations; integrated marketing planning; wholesale and retail operations; relationship marketing;
* Material on: services marketing, e-commerce, ethics and social responsibility, B2B marketing and external marketing environment
* A range of new examples
The book is accompanied by online resources for tutors which include: guidance notes on teaching methods for each chapter, case studies with suggested solutions and approaches, questions for discussion, and OHP masters.
With a new clear and easy to use layout, this text will make learning easier for students
Tutor Resource Material will be available to assist lecturers in their teaching
New and up-to-date material has been added to keep readers abreast with new technology
Laura Ries, President, Ries & Ries, Marketing Strategists
"A goldmine of helpful how-not-to advice which you ignore at your own peril."
"Haig, a marketing consultant, is one of a new breed of writers producing marketing primers for the hyphenated age of e-marketing. This type of work is characterized by breezily written snippets of success or failure as either encouragement or admonition for the practitioner or for a new category of reader: the business voyeur. Thus these works are written in a readable and appealing format, as e-business fables. Examining 'the 100 biggest branding mistakes of all time, ' Haig organizes these 100 "failures" into ten types, each with its own moral and admonition. These types include classic failures (e.g., New Coke), idea failures (e.g., R.J. Reynolds' smokeless cigarettes), extension failures (e.g., Harley Davidson perfume), culture failures (e.g., Kelloggs in India), and technology failures (e.g., Pets.com). The idea behind this work is that with knowledge these failures can be avoided, but this reviewer regards it as akin to Monday morning quarterbacking in its validity as an activity. None of this takes away the schadenfreude of this well-written, quick read. Useful more as a cultural artifact than classroom text, this book could serve as supplementary reading for advanced marketing courses and for business voyeurs who like a good read. Summing Up: Recommended. General readers; upper-division undergraduate and graduate students; and practitioners." -- S. A. Schulman, CUNY Kingsborough Community College
Marketing's undisputed doyen offers an unbeatable guide on what not to do. As the cost of marketing rises, its effectiveness is in decline. CEOs want a return on their marketing investment, but can't be sure their marketing efforts are even working. Truly, marketers have to shape up or watch their business go south. In this clear and comprehensive guide, renowned marketing expert Philip Kotler identifies the ten most common-and most damaging-mistakes marketers make, and how to avoid them. But these ten mistakes are much more than simple mess-ups; they're glaring deficiencies that prevent companies from succeeding in the marketplace.
The book sets out to be your own, pocket, marketing consultant -
without the expense. Not only does it offer some great ideas but it
explains how each idea will benefit your business, what you need to do
to make it work, and how you can apply it to your own business
immediately. Through a series of special response questions, it
cleverly gets across marketing ideas in combination with
the vital thinking behind their application. Furthermore, it does so in
a way that transfers 'ownership' of these strategies to you the
business manager so that you feel thoroughly motivated and inspired to
act. Whether you run a product or service-led business, it will help
you to: understand your market place, your competition and your
customer; create solid, reasoned foundations for your business; develop
your marketing message on credible foundations; decide on the most
effective marketing methods for your business; attract new customers,
and boost business with existing customers; build your business profile
so that it's always working for you; get the right pricing in place; and, complete your marketing plan and create a successful marketing system
The ideas are presented separately in bite-sized chunks so that you can
devote just a little thinking and reflection time to each one before -
most importantly - making it all happen.
Naked Marketing: The Bare Essentials
