The Marketing Pocketbook

A pocketful opf tips, techniques and tools for all those involved in the marketing process — research, strategy planning and tactics.

• Introduction
• Marketing and the Customer Value Proposition
• What is marketing?
• Marketing vs selling
• The 4 Ps
• Product
• Price
• Place
• Promotion
• Key elements of marketing
• Research
• Strategy
• Planning
• Tactics
• Holistic approach
• Researching your customers
• Identifying 'needs' and 'wants'
• Desk/field research
• Research samples
• Qualitative/quantitative questions
• Research analysis
• Cost
• Timing
• Market research  — Methods
• Telephone/street/face-to-face interviews
• Written questionnaires
• Product testing
• Consumer panels
• Observation
• Focus groups
• Developing a marketing strategy
• Vision/mission
• Set-up steps
• SWOT/market/gap analysis
• Developing new products/services
• Formulating strategy planning
• Implementation
• Understanding the marketing mix
• The 4 Ps
• Blending the mix
• The 4 Cs
• Cost
• Convenience
• Communication
• Customer needs/wants
• Marketing planning
• The 12 essential components of the marketing plan
• Tactics
• Advertising
• Direct mail
• Sales promotion
• PR
• Promotional literature
• Sales force
• Telesales
• Point of sale
• Sponsorship
• etc.
• Being market-led in practice
• Internal marketing
• Customer's perspective
• Keeping customers
• Customer dissatisfaction
• 80:20 rule
• Using the plan
• Getting help

Basic facts.