A Practical and Effective Guide to ENTERPRISE MARKETING

PETER H. ANTONIOU and DENNIS L. MORGAN 지음

소프트전략경영연구원 2013년 10월 22일 출간

작품소개

책소개

기업 마케팅 전략을 위하여 마케팅 믹스(4P)의 기본적 요소들의 실천적 전개방법을 이해하기 쉽게 요약 서술한 교과서.

목차

Table Of Contents

Introduction Why Most Businesses Fail and What To Do About It

Part I DEVELOPING YOUR MARKETING PROGRAM

Chapter 1. Marketing: What It Is and Isn't 1
Chapter 2. Where to find the Best Marketing Advice in the World 6
Chapter 3. Your Competition: Fighting Fire With Water 18
Chapter 4. How to Bring More Customers to Your Business: Target Marketing 25
Chapter 5. Business Concept: Five Marketing Secrets Of Successful Businesses 31

Part II PRICING AND DISTRIBUTION
Chapter 6. Price It Right: How Much To Charge For Your Products and Services 39
Chapter 7. Distribution: Getting Your Products And Services Into The Hands Of Paying Customers 49

Part III PENNY-WISE MARKETING

Chapter 8. Effective Advertising 56
Chapter 9. How To Think Like A Marketing Genius 61

Part IV PROMOTION

Chapter 10. A List Of Promotional Tools 67
Chapter 11. Direct Mail: They Laughed When I Sat Down To Write A Sales Letter, But Not When The Money

Started To Roll In 80
Chapter 12. Publicity: A Million Yuan Worth Of Free Advertising 92
Chapter 13. Personal Selling: Do Not Tell Me You "Can Not Sell" 96

Part V BUILDING YOUR MARKETING MOMENTUM

Chapter 14. How To Keep Your Customers Coming Back 107
Chapter 15. Some Inexpensive Techniques To Boost Profits 119

Part VI PUTTINGITALLTOGETHER

Chapter 16. Creating a World-Class Marketing Campaign For Your Business 125

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Marketing: What It Is And Isn't

There are only two times you need to market your business: when you need more customers, and when you don't. Perhaps you have a negative connotation about marketing; you think it has something to do with manipulating people. Or perhaps you are not persuaded that marketing is necessary for your type of business. Or maybe you just do not know exactly what marketing is ? it sounds like something only big corporations are concerned with. This book explains what marketing is, and why it is absolutely necessary to your business on a daily basis.

Business executives frequently say: "I don't need marketing". Or: "I tried marketing once and it doesn't work for me". This latter statement is the equivalent of saying, "I used to manage my employees but I wasn't good at it, so now I let them do whatever they want". Just as you must manage your business daily, you must also market it daily. This is true without exception. Without marketing your business will surely perish.

Does your company produce a product or a service? Ifyou answered "yes" to either of these, if you work in any kind of business, and want to sell more of what you have to offer, and more often, then the most important thing you need to understand is that above all else you are in the business of marketing. Whether you realize it or not, your business is a marketing business.

You're not a car dealer ? you market automobiles. You're not a lawyer ? you market legal services. You're not a contractor ? you market construction services. You're not a retailer ? you market consumer goods. You're not an accountant ? you market accounting services.

What Is Marketing?

Is it sales promotion and advertising? Is it direct mail? Is it the appearance of your business? Is it your business cards and sales literature? Is it the product or service you sell? Marketing is all of these and more. It's no wonder people are confused about what marketing is. Even "experts" will sometimes disagree as to the meaning of "marketing".

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저자(글) PETER H. ANTONIOU and DENNIS L. MORGAN