By John Cooper
This interactive workbook describes the rules and strategies of promoting in a fashion that company humans and scholars can comprehend and observe to all company actions. Divided into sections, half 1 appears on the rules and elements of selling, the inner and exterior audits, study, focusing on forecasting and communications. half 2 is a simple to exploit making plans handbook which publications the consumer in the course of the creation of a complete advertising and marketing plan for quite a few items and revenues areas.
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Extra resources for Practical Marketing Planning
EMAP Direct offers lists of the readers of their ten computer and financial magazines, such as PC User, Minicomputer News and Money Week. This list can be broken down by geographical and other selectors. 5 million households. Some fifty breaks are possible on this list. The Financial Times Business List offers addresses of purchasers of highcost management and industry reports, purchasers of Investors Chronicle and so on. Dunn & Bradstreet's Dunn's Marketing has 400000 actively trading worldwide businesses on file.
Dunn & Bradstreet's Dunn's Marketing has 400000 actively trading worldwide businesses on file. Selections are available by SIC code, size of business (employees, turnover, age of business), one named executive and so on. Market Location has 50 000 businesses in the UK by SIC code. Other well known commercial sources are Kompass and Yellow Pages, which are also available in computerised form. This is just a small example of the available databases. Any list broker such as Mail Marketing, Profords or KPM will be able to tell you what lists are available and would be suitable for your business.
Market Appraisal: The Marketing Mix Matrix 57 • Advertising: for most businesses, however small, this activity is vital and • Selling: a subject worthy of another book, but discussed briefly in • Promotion: there are many types of promotion, not just money off - • Publicity: some businesses seem to get their names in the local paper a great deal. Does this help, and how do they do it? is discussed further in Chapter 11 (Marketing Communication). Chapter 13 (Customer Care). again see Chapter 12.
Practical Marketing Planning by John Cooper