Powerhouse Marketing Plans(c) 14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge [... ]aigns
| | ||||||||||
| Powerhouse Marketing Plans: 14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge Your Own Campaigns | |
| by Winslow "Bud" Johnson | ISBN:0814472192 |
| AMACOM © 2004 | |
| This detailed book reveals the marketing plans that drive sales for some very well-known products. The author provides insightful analysis and a practical framework for applying these plans to any product in any market. | |
| Table of Contents | |||
| Powerhouse Marketing Plans”14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge Your Own Campaigns | |||
| Foreword | |||
| Preface | |||
| Introduction | |||
| Part I - Marketing Plan Success Stories | |||
| Chapter 1 | - | Successful Marketing Plans Eliminate the Negatives | |
| Chapter 2 | - | Successful Marketing Plans Often Solve Consumer Problems | |
| Chapter 3 | - | Benefits Must Be Perceived by Customers | |
| Chapter 4 | - | Consumer and Retailer Convenience Is Critical | |
| Chapter 5 | - | Effectiveness Leads to Repeat Purchases | |
| Chapter 6 | - | Preemptive Ventures Are Often Winners | |
| Part II - Sample Marketing Plans | |||
| Chapter 7 | - | Secondary Research to Develop Market Reviews | |
| Chapter 8 | - | Using Telephone Surveys in Completing Market Reviews | |
| Chapter 9 | - | Market Reviews Completed with Online Surveys | |
| Chapter 10 | - | Focus Groups Can Be the Key to Understanding the Consumer | |
| Chapter 11 | - | Using Online Consumer Qualitative Research | |
| Chapter 12 | - | Using Ethnographic Research t o Understand Consumers | |
| Chapter 13 | - | The Role of Trade Research in Marketing Planning | |
| Chapter 14 | - | Putting It All Together | |
| Index | |||
| List of Tables | |||
| List of Examples | |||
Категории