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Managers and entrepreneurs just like you tell how they handle the nitty-gritty details of creating ads, buying media, designing promotions, and many other tasks of good marketing.
Insightful case studies of companies across the country--retailers, manufacturers, service providers, and more--show how marketing drives successful businesses. As a bonus, you’ll get twenty-three promotions and ad campaigns you can use. Study them, run them, or adapt them to your needs--they’ll all been proven to work for businesses just like yours.
What’s inside?
Section One - Marketing: How To Create And Nurture Your Best Customers
Chapter 1 Marketing With A Capital “P”
Chapter 2 How Many Baskets For How Many Eggs?
Chapter 3 Case Study: Conwin Carbonic Inflates An Industry
Chapter 4 How Niche Is Your Market?
Chapter 5 Seven Ways To Wow Your Customers
Chapter 6 Specialty Market Case Study: Selling To Off-Roaders
Chapter 7 First Impressions
Chapter 8 Welcome All Newbies
Chapter 9 Beat The Big Box
Chapter 10 Case Study: Schweser’s Little Stores On The Prairie
Chapter 11 The Magic of Pricing
Chapter 12 Specialty Market Case Study: Artists And Their Prices
Chapter 13 Two Ways To Compete Without Chopping Prices
Chapter 14 Specialty Market Case Study: Sportswear And Speedwear
Chapter 15 Marketing in Cyberspace: Not A Buck Rogers Idea
Chapter 16 Blogging, Social Media, And Other Online Marketing
Chapter 17 Social Media Marketing: Facebook, Twitter, and LinkedIn
Chapter 18 Specialty Market Case Study: Automotive Aftermarket
Chapter 19 Specialty Market Case Study: Sports Team Sponsorships
Chapter 20 Business To Business Marketing - Beyond the Price Sheet
Chapter 21 Speaking Up For Your Business
Chapter 22 Tune Your Company’s Publicity Machine
Section Two - Advertising: How To Grow Your Business With Ads That Work
Chapter 23 The Advertising Conundrum
Chapter 24 Advertising Goals, Part One: Your Image
Chapter 25 Advertising Goals, Part Two: Your Sales
Chapter 26 Advertising Goals, Part Three: Positioning Your Business
Chapter 27 Where To Find Advertising Ideas
Chapter 28 Five Rules For Effective Advertising
Chapter 29 Effective Advertising Is Local
Chapter 30 Say It Over And Over Again And Again And Again
Chapter 31 Case Study: P.C. Richard & Sons
Chapter 32 Pay Attention To Attention
Chapter 33 Advertising’s Four-Letter Word
Chapter 34 Just A Little Reminder
Chapter 35 Should Price Be In The Picture?
Chapter 36 Four Rules For Buying Advertising
Chapter 37 Case Study: Lehman’s Hardware
Section Three - Promotions And Ad Campaigns You Can Use
About These Marketing Ideas
Idea 1 – The Distance Discount
Idea 2 – Neighborhood Bulletin Board
Idea 3 – Satisfied Neighbors
Idea 4 – The Hands-On Marathon
Idea 5 – How To Buy Anything
Idea 6 – Frozen Ropes
Idea 7 – Safe Kids
Idea 8 – The Weekend Media Extravaganza
Idea 9 – Real People
Idea 10 – Life Stages
Idea 11 – Brought To You By
A Dozen Holiday Promotions
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