Marketing Strategies, Tactics, and Techniques: A Handbook for Practitioners

For professionals who feel lost in a forest of marketing and for students who need ways to organize and access what they are learning quickly, this is the guide and sourcebook for you. Rogers lists and defines 1,012 marketing strategies and tactics succinctly by category, and provides a way to retrieve them by any of the different names they're known by. He explains several hundred proven marketing techniques, and defines essential and obscure marketing terms. As a reliable how-to for people preparing formal plans for projects in marketing, advertising, and public relations, Rogers' field tested material, his own and others', can be quickly understood and immediately applied. The result is a unique, necessary resource for marketers on the way up--and for those already there. Rogers' approach is simple and linear. First, he describes a basic method for developing a marketing plan by detailing effective research techniques. He illustrates how to identify prime customers and prospects, as well as how to evaluate products, services and organizations, and then imparts the objective-setting process, including directions for establishing clear and measurable marketing goals. He defines specific tactics, offering a glossary of terms. Strategies are listed in separate chapters, categorized by their application to: market, product or service, name or brand, packaging, pricing, distribution or logistics, and other criteria. In addition, he discusses key promotion strategies that will increase the success of current marketing efforts. The book concludes with 19 appendices that present tabular detail and other valuable information.

Table of Contents:
Preface Introduction Essentials Before You Strategize Marketing Planning Versus Business Planning Marketing Research How to Identify and Profile Your Target Markets and Publics for Strategic Marketing Planning Total Quality Marketing and SWOT Analysis How to Set Clear Marketing Objectives How to Convert Objectives to Measurable Goals The Nuts and Bolts of Market Planning Market Strategies Product and Service Strategies Name, Brand, and Trademark Strategies Packaging Strategies Pricing Strategies Distribution, Logistics, and Channel Competitive Strategies Positioning Strategies Offer Strategies Marketing Communications and Media Strategies The Aesthetics of Marketing Planning Types of Advertisements and Creative Strategies Rhetorical Creative Strategies Product- or Service-Related Creative Strategies Artistic and Emotional Creative Strategies Logical Creative Strategies The Execution of Marketing Planning Campaign Strategies Marketing Communications Copywriting Techniques Advertising Design, Art, and Typographic Strategies, and Techniques Television Commercial Production Techniques Selling-Letter Strategies and Techniques Electronic Commerce and Internet Tactics Persuasion in Marketing Planning Sales Promotion Strategies Public Relations Strategies Publicity Strategies Personal Selling Strategies Objection and Closing Strategies Customer Service Strategies and Techniques Presentation and Public Speaking Strategies Tradeshows, Seminars, and Open-House Events Quantitative Strategies for Marketing Revenue Forecasting Strategies Budgeting Strategies Evaluation and Testing Techniques Marketing Management Concerns Marketing Management Strategies Information, Your Message, and Ethics Conclusion How to Write a Marketing Strategy Statement How to Evaluate Strategic Marketing Cases Appendix 1: The Fundamentals of Marketing Appendix 2: Topical Outline for a Marketing Plan Appendix 3: Secondary Research Sources Appendix 4: How to Prepare a Survey Questionnaire Appendix 5: How to Define Your Target Markets and Publics Appendix 6: Types of Marketing Communications Media Appendix 7: Advertising Media Formulas Appendix 8: Items for a Creative Work Plan Appendix 9: A Test for Honest Advertising Appendix 10: Techniques for Writing a News Release Appendix 11: A Checklist of Idea-Starters for Publicity Appendix 12: Crisis Management Appendix 13: Special Event List for Retailers and Proven Themes for Sales Managers Appendix 14: Ten-Week Open-House Countdown to Success Planning Checklist Appendix 15: American Marketing Association Code of Ethics Appendix 16: American Marketing Association Code of Ethics for Marketing on the Internet Appendix 17: Marketing, Advertising, and Management Professional Associations Appendix 18: Marketing, Management, and General Business Magazines Appendix 19: Marketing, Management, and General Business Newsletters Index

About the Author :
STUART C. ROGERS, for 10 years a marketing professor at the Daniels College of Business, University of Denver, has taught a variety of courses and seminars in marketing and strategic planning. Before teaching, Rogers' 40-year marketing career included executive positions with Eastman Kodak Company, Benton & Bowles advertising agency, the U.S. Information Agency, and his own marketing consultancy. He is the author of numerous articles, white papers, and six previous books on marketing.

Review :
?Easy to use, this handbook is a helpful reference for lower-division undergraduate through graduate students, business entrepreneurs, and marketing/management practitioners.?-Choice "Easy to use, this handbook is a helpful reference for lower-division undergraduate through graduate students, business entrepreneurs, and marketing/management practitioners."-Choice