Claim your space in the online marketplace! Develop a plan, build a marketing-effective site, and create word-of-Web campaigns. Launching a Web site for your product or service does not automatically ensure sales success. This book provides the know-how for creating a solid Web marketing plan, including how to build a site that draws and keeps visitors. Then add proven strategies like search engine optimization and link campaigns, and measure your results. Successful Web marketing techniques - all within your budget.
Waiting for Your Cat to Bark? Persuading Customers When They Ignore Marketing The Eisenberg brothers (Call to Action: Secret Formulas to Improve Online Results) dub the guiding principles behind their marketing consultancy "Persuasion Architecture," but their methods have more in common with Hollywood screenwriting. Observing that one message no longer fits every audience, they create "personas" representing broad consumer patterns, based on the types identified in the Keirsey personality tests, renamed here as "methodical," "spontaneous," "humanistic" and "competitive" shoppers. Then the authors "storyboard" marketing scenarios guiding each type to the point of sale. Although 20th-century advertising was based on the Pavlovian model of instilling a desired reaction to stimuli, like the dog that expected dinner whenever a bell rang, the Eisenbergs say that increasing media fragmentation prevents advertisers from creating that sort of conditioned response. Anyway, they add, people have always been more like cats, occasionally distractable but for the most part independent-minded. Their solution—developing interactive relationships—is fairly standard in contemporary marketing circles, but by keeping the message simple, with short chapters low on jargon and high on real-world examples, the Eisenbergs just may push themselves to the front of the crowd. (June 13)
Strategic marketing Course (OHP Slides)
Objectives
This course examines recent developments in marketing thinking and market strategy
development. It focuses on the dynamic aspects of market strategy development and
current issues such as relationship and Internet marketing. The course will try to give
you practical experience on how to develop and adjust strategies in an integrative
manner through the use of a simulation exercise.
Третья (и последняя) на сегодня книга из серии Test Your... - Test Your Professional English: Marketing
112 страниц заданий разной сложности на тему специализированной английской лексики из сферы маркетинга. Восемь разделов, шестьдесят тестов для изучающих английский и профессионалов сферы маркетинга.
Вот несколько тем: project management, pricing, promotion, market research, planning, international marketing.
