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Powerhouse Marketing Plans

Powerhouse Marketing Plans

14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge Your Own Campaigns

Winslow Johnson

352 pages, parution le 09/07/2004

Résumé

A look at the actual marketing plans of successful companies-and real strategies for creating powerful plans for your business!

Without a great marketing plan, even the world's best product will sit on the shelves. Powerhouse Marketing Plans gives you the tools you need to create a dynamic and successful campaign, showing you how to drive the sales of your products into the stratosphere using the same proven strategies of well-known companies who've done it right.

Demonstrating how to maximize market research initiatives such as phone surveys, ethnographic studies, focus groups, online surveys, trade research, and more, Powerhouse Marketing Plans identifies the common characteristics of the techniques used by leading companies, including Energizer, L'eggs, Philips, Gel Tech (Zicam®), and others. Featuring real-life marketing plans you can adapt for your own organization, and packed with fascinating examples and insightful analysis, this is a book that will help you energize your marketing plans and generate powerhouse profits.

L'auteur - Winslow Johnson

Winslow "Bud" Johnson is President of the Stamford Marketing Group, a consulting firm that specializes in the development and evaluation of marketing plans and whose clients include Fortune 500 companies such as AT&T, ExxonMobil, Johnson & Johnson, and H.J. Heinz. Mr. Johnson lives in Stamford, Connecticut.

Sommaire

  • Marketing plan Success Story
    • Successful Marketing plans Eliminate the negative
    • Successful Marketing Plans often solve consumer problems
    • Benefits must be perceived by customers
    • Consumer and retailer convenience is critical
    • Effectiveness Leads to Repeat Purchases
    • Preemptive Ventures Are Often Winners
  • Sample Marketing Plans
    • Secondary Research to Develop Market Reviews
    • Using Telephone Surveys in Completing Market Reviews
    • Market Reviews Completed with Online Surveys
    • Focus Groups Can Be the Key to Understanding the Consumer
    • Using Online Consumer Qualitative Research
    • Using Ethnographic Research to Understand Consumers
    • The Role of Trade Research in Marketing Planning
    • Putting It All Together
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Caractéristiques techniques

  PAPIER
Éditeur(s) Amacom
Auteur(s) Winslow Johnson
Parution 09/07/2004
Nb. de pages 352
Format 18,5 x 23
Couverture Broché
Poids 675g
Intérieur Noir et Blanc
EAN13 9780814472194
ISBN13 978-0-8144-7219-4

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