A complete course on the rules of marketing for today's climate
In this fast-paced, cluttered, and global marketplace, new influences are constantly affecting your business. Today's sophisticated consumers are searching for products that meet an emotional need, have added value, and come with no purchase risk. They want environmentally friendly products, and it's important that they buy from businesses that share their core beliefs. Despite these demands, effective marketing still comes down to knowledge, empathy, and communication. Kick Ass Business and Marketing Secrets offers a complete course on business and marketing, with simple, easily implemented rules for marketing success.
The author, "Mr. Marketer" Bob Pritchard, offers expert guidance to help you thoroughly research and understand your product, market place, and competitors.
Delivers step-by-step advice on how to add value to every purchase
Details various communication vehicles and advises on how to choose the most appropriate vehicle for your campaign
Develops critical thinking skills to push you beyond your comfort level
With so many new sources of market pressure, there's no room for poor marketing strategies. Get the new rules for marketing, and stand out from the rest.
Table of Contents
- Title Page
Chapter 1: The Need for a New Approach
- Has the Internet Lived Up to Its Potential?
- Why Do So Many Companies Fail So Badly at Marketing?
- The Focus on Price, Product, Brand Awareness, and Satisfied Customers Is Bullshit
- Whose Fault Is This?
- The Five Drivers of All Business
- Marketing Is Logical, Not Rocket Science
- The New Fundamentals of Marketing
- E-Commerce Marketing Budgets Escalate
- Retail Faces a New Set of Challenges
- Most Businesses Are Inept at Cutting through the Clutter
- The Internet Is Just the Tip of the New Technology Iceberg
- Axe Leverages Viral Marketing at Its Best
- It Is Extremely Difficult to Succeed
- The Fifteen Commandments
Chapter 2: Keep Learning, Predict, and Embrace Change
- Business Has Become Focused and Global
- Knowledge and Ideas Rule
- Anticipate the Future
- Most Societal Changes Are Predictable
- Predict and Segment by Lifestyle and Attitude, Not by Demographics
- How the IT Generation Revolutionized Established Businesses
- Retailing Becomes Edutainment
- In the Future, Made to Order Will Be the Norm
- Continue to Update Your Knowledge
- The Best Communicators Will Enjoy the Most Success
- No Time? Successful People Make Time
- Study Your Competition
- Chapter 3: Moment of Truth
- Chapter 4: Formulate a Clear Business Vision
Chapter 5: Research Is the Foundation of Success
- The Common-Sense Approach
- There Is a Good Reason We Have Two Ears and One Mouth
- The Customer Frequently Identifies Critical Points the Company Misses
- Listen to the Marketers, Not to the Accountants
- A Small Investment in Research Can Return Millions
- Listen to Your Customers
- It Is Extraordinary How Often Little Things Mean a Lot
- It Is Vital to Research Not Only Potential Customers, but Competitors as Well
- Always Analyze Data Thoroughly; the Obvious Often Is Not
- Research Is the Key to Retaining Customers, Motivating a Switch, or Securing First-Time Use
- Research Shows You How to Differentiate Your Products
- Chapter 6: Know What Business You Are In
- Chapter 7: Your Name and Image Are Critical Success Tools
Chapter 8: Customer Purchasing Benefit
- Differentiating Your Product Is the Key to Brand Equity and Sales
- The Emphasis Has Moved from the Seller to the Buyer
- The Power of a CPB
- A Great CPB Works for Any Category of Business
- The CPB Can Be the Difference between Full and Empty Stadiums
- Creating a CPB Takes Substantial Research
- How to Determine Your CPB
- A CPB Is Both Persuasive and Pervasive
- The Most Effective CPBs Are Emotional and Appeal to the Senses
- Your CPB Offer Must Be Important, Deliverable, and Unique
- Chapter 9: Success Is About the Customer, Not the Product?
- Chapter 10: Sell Emotional Benefits, Not Features
Chapter 11: Positively Outrageous Service Is Great Business
- Why Good Service Is Good Business
- How Good Is Your Customer Service?
- An Excellent Customer Relationship Management Program Is the Answer
- The Standard CRM Line
- Is There a Gulf between Finance and Marketing Departments?
- CRM Is Not Technology
- There Are Rifts within Organizations
- Implementing CRM Is Not Easy
- Why CRM Must Be Customer Centric
- Online Business Generally Fails the Awesome-Customer-Service Test
- What Do Customers Want?
- Why Is It So Vital to Keep Existing Customers?
- Excellent Service Is Critical for Online Businesses
- Web Sites and Customer Service
- How Much Is Your Customer Really Worth?
- How to Develop Great Customer Service
- A Great Service Culture Must Permeate Your Entire Organization
- The Quality of Service Is a Reflection of the Workplace Environment
- A Customer-Centric Company Culture Begins with Leadership
- Regularly Audit Your Customer Service Performance
- Keep Research Totally Independent
- Implement an Ongoing Customer-Management System
- Customer Satisfaction Measures Are Complex
- Complaints Are an Asset, Not a Liability
- The Best Way to Handle a Customer Complaint
- All Is Not Lost When Someone Complains about Your Product or Service
- Good Service Is Not Difficult to Provide
- Little Things Mean a Lot
- Continue to Innovate
Chapter 12: Add Value to Every Transaction
- How Can You Provide Customer Value?
- Adding Value Differentiates Your Business
- Putting People First Starts at the Top
- You Can Add Value in Any Business
- Show You Really Care about Your Clients
- Add an Additional Product
- Provide Education and Information
- Customize Your Product or Service
- Add Value to the Customer's Experience
- Provide Exceptional Service
- Added Value Also Adds to the Bottom Line
- Added Value Takes Many Forms
Chapter 13: Building the Brand and First Recall
- A Brand with Equity Is the Only Way to Create a Demand Chain Dynamic
- For Long-Term Success Build an Intrinsic Brand
- How to Build Brand Equity
- It Takes a Village to Build a Brand
- Be Specific
- The World's Greatest Brands
- Word of Mouth Is a Strong Brand Builder
- Building Brand Equity through Consumers, Not Advertising
- Can Brand Equity Be Transferred Across Product Categories?
- What Is the Value of Brand Equity?
Chapter 14: Where and How Do You Offer Your Product?
- Above the Line (ATL), Below the Line (BTL), and Through the Line (TTL)
- Effective Communication
- Neurolinguistic Programming
- Effect of Media Proliferation, Clutter, and Market Fragmentation
- It All Begins with Customer Relations
- Target the Right Message to the Right Audience
- How Effective Is Television Advertising?
- Radio Provides Immediacy, Flexibility, and Frequency
- Is the Print Media Star Fading?
- Public Relations Builds Brand Equity
- How Do We Communicate Online, the Medium of the Future?
- Maximizing the Extraordinary Personal Reach of Social Media
- The Majority of Advertising to Direct People to Web Sites Is Offline
- Relationship Marketing
- Direct Mail
- Permission Marketing
- Viral Marketing
- Examples of Viral Marketing
- Always Remember Who Your Actual Customer Is
- Utilize the Inexpensive Benefits of Technology
Chapter 15: Internet Commerce and Social Media
- E-Commerce Is a Sales Channel, Another Route into the Market Place
- Business-to-Business: A True Revolution
- Examples of Integrated B2B Solutions
- Business-to–Consumer…An Effective Niche Market?
- E-Retailing versus Traditional Retailing
- Corporate Integration of CRM Is the Key
- How Is E-Retail Performing?
- Examples of Integrated B2C Solutions
- The Future of B2C
- Consumer-to-Consumer (C2C)
- The Keys to a Great Website
- Social Media–A Marketing Phenomenon
- Let's Look at These One at a Time
- Chapter 16: Close the Sale by Reversing the Risk
- Chapter 17: Cut through the Clutter
- Chapter 18: Persistence and Morality Pay
- About the Author
- Title: Kick-Ass Business & Marketing Secrets: How to Blitz Your Competition
- Release date: August 2011
- Publisher(s): Wiley
- ISBN: 9781118113455