Chapter 1

Optimizing Your Marketing Program

IN THIS CHAPTER

Bullet Succeeding by understanding your customers — and yourself

Bullet Formulating a winning marketing strategy

Bullet Leveraging your marketing program with focus and control

Bullet Figuring out what to realistically expect from your program

Bullet Maximizing the appeal of your product, service, or business

Marketing is all the activities that contribute to building ongoing, profitable relationships with customers to grow your business. The traditional goal of marketing is to bring about healthy sales through advertising, brand development, and other activities. A more long-term goal is to become increasingly useful or valuable to a growing number of customers so as to ensure your future success. Watch both short-term sales and long-term development of value to make your organization a growing success.

Your marketing program is the right mix of products or services, pricing, promotions, branding, sales, and distribution that will produce immediate sales ...

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