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Marketing Strategy from the Masters (Collection)

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Marketing Strategy from the Masters (Collection)

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Description

  • Copyright 2011
  • Dimensions: 5-3/8 X 8-1/4
  • Pages: 400
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-261754-4
  • ISBN-13: 978-0-13-261754-3

Breakthrough marketing: revitalize brands, optimize investments, link marketing to performance, even apply winning marketing strategies in the public sector

Three full books of proven marketing strategy principles and actionable solutions! Discover how to revitalize any brand, and drive it to unprecedented success… apply the right metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI... tightly link marketing with business performance… bring powerful marketing strategies to the public sector… and much more!

From world-renowned leaders and experts, including Philip Kotler, Nancy R. Lee, Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein, Larry Light, and Joan Kiddon

Sample Content

Table of Contents

MARKETING IN THE PUBLIC SECTOR

Part I  Introduction

Chapter 1  Improving Public Sector Performance by Seizing Opportunities to Meet Citizen Needs

Chapter 2  Understanding the Marketing Mindset

Part II  Applying Marketing Tools to the Public Sector

Chapter 3  Developing and Enhancing Popular Programs and Services

Chapter 4  Setting Motivating Prices, Incentives, and Disincentives

Chapter 5  Optimizing Distribution Channels

Chapter 6  Creating and Maintaining a Desired Brand Identity

Chapter 7  Communicating Effectively with Key Publics

Chapter 8  Improving Customer Service and Satisfaction

Chapter 9  Influencing Positive Public Behaviors: Social Marketing

Chapter 10  Forming Strategic Partnerships

Part III  Managing the Marketing Process

Chapter 11  Gathering Citizen Data, Input, and Feedback

Chapter 12  Monitoring and Evaluating Performance

Chapter 13  Developing a Compelling Marketing Plan

References

About the Authors

Index

MARKETING METRICS

Acknowledgments

About the Authors

Foreword

Foreword to Second Edition

1  INTRODUCTION

2  SHARE OF HEARTS, MINDS, AND MARKETS

3  MARGINS AND PROFITS

4  PRODUCT AND PORTFOLIO MANAGEMENT

5  CUSTOMER PROFITABILITY

6  SALES FORCE AND CHANNEL MANAGEMENT

7  PRICING STRATEGY

8  PROMOTION

9  ADVERTISING MEDIA AND WEB METRICS

10  MARKETING AND FINANCE

11  THE MARKETING METRICS X-RAY

12  SYSTEM OF METRICS

Appendix A  SURVEY OF MANAGERS’ USE OF METRICS

Bibliography

Endnotes

Index

SIX RULES FOR BRAND REVITALIZATION

Acknowledgments

About the Authors

Preface

Introduction to the Rules and the Rules-Based Practices

Chapter 1 Background to the Turnaround

Chapter 2 The Six Rules of Revitalization

Chapter 3 Rule #1: Refocus the Organization

Chapter 4 Rule #2: Restore Brand Relevance

Chapter 5 Rule #3: Reinvent the Brand Experience

Chapter 6 Rule #4: Reinforce a Results Culture

Chapter 7 Rule #5: Rebuild Brand Trust

Chapter 8 Rule #6: Realize Global Alignment

Chapter 9 Realizing Global Alignment: Creating a Plan to Win

Chapter 10 Do the Six Rules of Revitalization Work?

Index

Updates

Submit Errata

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