Naked Marketing

The Bare Essentials

Robert Grede

Publisher: Prentice Hall, 1997

ISBN: 0-13-845322-5

Synopsis:

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Table of Contents:

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0. Introduction
   Why this book was written and what it can do for you, the small business operator
1. ¿Que Es Marketing?
   The purpose of marketing is to satisfy needs and wants
2. Knowing Your Market
   Use inexpensive research to know who your customers are and what they want
• Primary versus Secondary Research
• Advertising Research
3. How to Develop a Plan
   The basics of your Strategic Marketing Plan
• The Four P’s
• The Marketing Plan
4. Establish an Image for Your Firm
   Decide who you are and project that image to the public
• Q, S, & P
• The Mission Statement
• The Total Approach
• Name Awareness
• Communicating Your Image to Customers
• Choosing an Ad Agency
5. Ideas – How to Get Them, How to Use Them
   Apply your imagination to the marketing plan
• The Four I’s
• Steal Good Marketing Ideas
• “A Half Bubble Off Plumb”
• Testimonials
6. Ten Commandments of Good Copywriting
   Captivate your customers with words that capture their attention and sell product
7. Layout and Design
   Use visual elements to maximize your advertising impact
• Illustrating Your Ad
• Laying Out the Copy
• Billboards
8. How to Make the Most of Media
   Market your company using mass media
• Newspaper Advertising
• Magazines
• Radio Advertising
• Television Advertising
• Cable Television
• Reach vs. Frequency
• Flighting and Front Loading
• Multiple Impressions
• The World Wide Web
9. Using Publicity to Stretch Your Marketing Budget
   Get your name in the paper without having to pay for it
• What Should Be Publicized?
• Choosing a Public Relations Agency
• Be a Good Neighbor
10. Introducing a New Product
    Improve your chances for success
• The Right Product
• The Right Timing
• The Right People
11. Selling
    Coordinate personal selling as a part of your marketing mix
• Hunting vs. Farming
• Suggestive Selling
• That All-Important Sales Force
• Sales Letters with Impact
• Mailing Lists
• Merchandising and point-of-Purchase Selling
12. Inexpensive Marketing Tactics that Work
    A variety of simple yet effective marketing tactics designed to return the greatest profit
• Business Cards
• Collateral Material
• Door Hangers
• Forms
• On-Hold Commercials
• Customer Questionnaire
• Sponsor a Little League Team
• Uniforms
13. Tricks of the Trade Shows
    Tactics to maximize your company’s trade show experience
• Building Your Booth
• Attracting Traffic to Your Booth
• Some “Do’s” and “Don’ts”
14. How to Establish Your Marketing Budget
    How much should you spend on promoting your business?
• Percent-of-Sales Method
• Objective-Task Method
15. Summary
16. Glossary