The Market Planning Guide: Creating a Plan to Successfully Market Your Business, Product, or Service
Author: David H Bangs
Get Hands-On, Proven Marketing Basics with This “Bible” of Business Marketing
Marketing is the lifeblood for succeeding in business. What venture can survive without customers? Every business, whether large or small, has to understand who its customers are and how to sell to those customers cost-effectively, be it products or services.
This all-new sixth edition of the marketing classic, The Market Planning Guide, contains everything needed to develop comprehensive, customized marketing plans and effective and focused marketing strategies for every size business—from sole proprietors to Fortune 500 companies. Readers will learn the questions to ask in order to create their own outline for a comprehensive marketing plan, including targeting the most profitable customers, standing out from the competition, pricing to maximize profits, and selling that yields results.
From mastering the basics to applying marketing principles to the actual marketing plans of two different companies, this user-friendly workbook gets readers up-to-speed fast, and:
• Generates solutions to customer-retention issues using Web tools.
• Delivers a simple process for creating and supporting sales forecasts.
• Identifies differences in marketing for smaller ventures versus larger companies.
• Enhances growth opportunities using the Internet for information sharing and troubleshooting.
The Market Planning Guide is the most comprehensive, yet easy-to-use marketing planning tool available. Author David H. “Andy” Bangs outlineswhat’s at the heart of marketing an enterprise: the thrill of making a business grow, serving more customers, trying new ways to deliver value to customers, and watching employees grow and develop.
Go to: Business of Media or Consumer Behavior in Fashion
Public Relations Practices: Managerial Case Studies and Problems
Author: E H Center
Written by two of the most respected and honored individuals in the field, this definitive casebook of actual real-life public relations situations serves as a reference and guidebook for helping public relations professionals apply effective, cutting-edge public relations theories, principles, and practices to a wide variety of situations --involving all types and sizes of organizations. Features actual, real-life cases on each aspect of public relations --employee relations, media relations, community relations, issues, crises, investor relations, consumer relations and ethics. Some cases end favorable for the organization involved, some end in failure, and others are unresolved. Provides comprehensive introductions to each series of cases. Stresses the importance and necessity of combining all public relations actions with both personal and professional ethics in behavior -- as outlined by the Declaration of Principles of PRSA's Code of Ethics. For any practicing public relations professional.
Booknews
This textbook outlines the various types, practices, and basic principles of public relations. Specific chapters consider the purpose of public relations, explain how it addresses problems and uses opportunities, describe its different audiences (employees, communities, investors, consumers, and media), discuss issue campaigns and debates, address crisis management, reflect on standards and ethics, and offer career advice. Center teaches at San Diego State University. Jackson is an attorney. Annotation c. Book News, Inc., Portland, OR (booknews.com)
Table of Contents:
Preface xThe Purposes of Public Relations 1
How Public Relations Deals with Problems and Opportunities 9
Employee Relations 22
Investing in Employees Pays Off 31
Southwest Airlines-Where Fun, LUV, and Profits Go Hand-in-Hand 34
Creating a Collaborative, Employee-Driven Vision for the Future: Atlantic Southeast Airlines 38
Kodak Communicates One-on-One with All of Its Employees 43
What Price "Good" Employee Relations? 46
Keeping Merger Havoc at Bay 48
Community Relations 49
A Classic: Chemical Industry Takes Responsibility for Community Concerns 56
Community Relationships Maintained During Hospital Closing 64
The Struggle for Nuclear Power 68
Nuclear Waste Goes Down the Drain 78
Grassroots Efforts Save a Historic Piece of Land 87
One Company's Battle Resurrected in a Hollywood Movie: What Is the Best Defense? 91
Helping Isn't Always Easy 93
Adjusting to a Change in Command 94
Bringing the Community to Consensus 95
Investor Relations 96
A Classic: On Wall Street, Inside Information Is Profitable 103
Bankruptcy: Communicating for Future Success 111
A City Divided: SDG&E Takeover 115
A Classic: Established Relationships Save a Landmark Company 120
Can an Annual Report Please Everyone? 128
Here Comes That Man Nader, Again 129
Planning the Annual Meeting with a Twist 130
Consumer Relations 131
Firestone: A Recall Revisited 138
Texas Cattlemen Versus Oprah Winfrey 144
A Classic: Tylenol Rides It Out and Gains a Legacy 147
Intel Pays High Price for Losing Focus 154
Wine Bar Needs Positioning 157
Good Intentions, Bad Results 157
Turning Customer Complaints to Customer Delight 159
Media Relations 160
There's a Syringe in My Pepsi Can! 170
Alar and PR: Getting to the Core of the Apple Problem 176
GM Versus NBC: A Corporate Crisis of Explosive Proportions 186
A Classic: Building Media Relationships That Pay 193
Universal Studios Florida: Riding "Rat Lady" to Halloween Success 200
Employer Interests and Media Interests in Conflict 203
Dealing with the Media in a Sticky Situation 205
Public Issue Campaigns and Debates 207
Rights and Choices-For Whom? 216
Take Your Choice-Tobacco or Health 222
Guns-For Whom? For What? 233
United Way and the Boy Scouts of America: A Question of Funding 244
A Classic: Free the Texas Shopper! 250
Mothers Against Drunk Driving-MADD 254
Smokeout Can Be a Hot Potato 261
Refereeing a New Kind of Game 262
Anticipating Emerging Issues 264
Crisis Management 265
Hurricane Katrina: A Disaster from Beginning to End 271
A Classic: Bhopal-A Nightmare for Union Carbide 279
A Classic: When Positive Actions Don't Result in Positive Perceptions 285
Holden Heights Hostage Crisis 290
Trouble in the Pews: The Catholic Church and Child Molestation 294
The West Virginia Mine Disaster: An Emotional Roller Coaster and Public Relations Train Wreck 301
When Associates Disagree in Handling an Emergency 304
What to Do When an Employee's Problems Affect the Company 305
Standards, Ethics, and Values 306
Corporate Ethics-Armstrong Williams 317
A Classic: Baby Formula Raises Questions 320
Corporate Social Responsibility and Ethics: Nike's Labor Practices Under Scrutiny 332
Dow Corning and Breast Implants: Dealing with the Perception of Deception 340
Whether to Blow the Whistle 347
Write the Truth or "Make Us Look Good"? 348
Index 349
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