IES Management College And Research Centre

How to market your business : (Record no. 40416)

000 -LEADER
fixed length control field 05381 a2200205 4500
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 150803b xxu||||| |||| 00| 0 eng d
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9780749451455
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.8
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Patten, Dave
9 (RLIN) 18303
245 ## - TITLE STATEMENT
Title How to market your business :
Remainder of title a practical guide to advertising, PR, selling, and direct and online marketing
250 ## - EDITION STATEMENT
Edition statement 6
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Name of publisher, distributor, etc Kogan Page
Date of publication, distribution, etc 2008
Place of publication, distribution, etc New Delhi :
300 ## - PHYSICAL DESCRIPTION
Extent vii, 262 p
Other physical details Paper
505 ## - FORMATTED CONTENTS NOTE
Formatted contents note Contents <br/>Preface 00 <br/>1 What is marketing? 00 <br/>Service or product? 0; Who is the customer? 0; Parting people <br/>from their money 0; Price is king? 0; Features and benefits 0; <br/>Isolate the segment 0; Growth segments in the consumer <br/>market 00; Growth segments in the business market 00; Make <br/>your product different 00; Avoid lone products 00; Positioning 00; <br/>Hunt for gaps 00; The distribution chain 00; Margins and <br/>mark-ups 00; Brand identity 00; Pricing for profit 00; Pricing <br/>policy 00; The special problems of marketing services 00; <br/>The product life cycle 00; The marketing mix 00; Location 00; <br/>Marketing plans 00; Summary 00 <br/>2 Market research? 00 <br/>Using the interet 00; The reference library 00; Marketing<br/>information 00; Where to find specialist libraries 00; The trade<br/>press 00; Trade fairs and exhibitions 00; Trade marks, patents<br/>and registered designs 00; Assessing the competition 00;<br/>Testing the idea 00; Spotting new markets 00; Market research<br/>checklist 00<br/>How to Market Your Business Prelims:Layout 1 <br/>14/9/07 14:32 Page vi<br/>vi Contents <br/>3 The Internet? 00 <br/>Objectives 64; The costs of setting up a website 00; Domain <br/>names 00; What your website should include 00; Help the <br/>search engine 00; Ad-words 00; Test the site 00; Help (and hook) <br/>the visitor 00; Keeping customers coming back 00; <br/>Branding 00; Monitoring visitors 00; Newgroups, blogs and <br/>mailing lists 00; Trading on-line: e-commerce 00; Setting up <br/>an e-commerce site 00; Summary 00 <br/>4. Advertising 00 <br/>Think of a customer 00; Setting objectives 00; Positioning 00; <br/>Where to advertise 00; Which media to choose? 00; Some <br/>advertising jargon 00; Using an advertising agency 00; <br/>Designing your own ads 00; Some common mistakes 00; Some <br/>advertisement techniques 000; Inserts can be the most effective <br/>of all 000; Freephone 000; What to say 000; Cooperative <br/>advertising 000; The Yellow Pages problem 000; Project a <br/>corporate image 000; Buying print 000; Desktop <br/>publishing 000; Some printing terms 000; Photography 000; <br/>Product liability 000; Packaging and point of sale 000; <br/>Franchising 000; Further sources 000; Summary 000 <br/>5. Direct response marketing 000 <br/>Where the profit lies 000; Off-the-page advertising 000; Why <br/>direct mail can be so cost-effective 000; Lifestyle lists 000; <br/>What do you send? 000; How to write effective sales letters 000; <br/>Testing, testing 000; It all costs money 000; Growth areas 000; <br/>Catalogue design 000; Door to door 000; Form a club 000; <br/>Party plan 000; The Post Office 000; Useful addresses 000; <br/>Telephone marketing 000; Network marketing 000; Summary 000 <br/>6. Public relations 000 <br/>PR objectives 000; Understanding the media industry 000; <br/>Other PR techniques 000; Summary 000 <br/>How to Market Your Business Prelims:Layout 1 <br/>14/9/07 14:32 Page vii<br/>Contents vii <br/>7. Selling and sales promotion <br/>000 <br/>People who buy people 000; Setting objectives 000; Know<br/>your product 000; Planning saves time 000; How to get past<br/>the personal assistant 000; The presentation 000; What the<br/>buyer worries about 000; Learn to listen 000; Difficult<br/>buyers 000; Buying indicators 000; Concessions 000;<br/>Handling objections 000; Second sourcing 000; Closing<br/>the sale 000; Other products and other customers 000; The<br/>dangers of sale or return 000; The art of demonstrating 000;<br/>Quotations, invoices and terms of trading 000; Using<br/>agents 000; Telephone sales 000; Customer care 000;<br/>Sales promotion 000; Price manipulation 000; Loyalty<br/>schemes 000; Competitions 000; Promotional gifts 000;<br/>Summary 000<br/>8. Exhibitions and shows 000 <br/>How to choose the right show 000; Objectives 000; Cost 000; <br/>Stand design 000; Pre-show publicity 000; Staff training and <br/>selling 000; Showing the welcome mat 000; Sales literature 000; <br/>Stay smart 000; After the show 000; Summary 000; Sources 000 <br/>9. Starting in exports 000 <br/>Staying in this country 000; Direct exporting 000; Freight<br/>forwarders 000; Where to export 000; Getting paid 000;<br/>Some export terminology 000; Reference sources 000<br/>10. New products: innovation, patent, licensing and design 000 <br/>So what¿s the big idea? 000; Be realistic 000; Keep it <br/>confidential 000; Intellectual property 000; Licensing 000; <br/>What are the rewards? 000; Other help 000; Reference <br/>sources 000; A moral tale 000; And finally ¿ my 12 golden <br/>rules 000 <br/>Index 262
520 ## - SUMMARY, ETC.
Summary, etc A guide that offers you tried and tested advice on constructing profitable marketing strategies for your business. Revealing how you can revitalise your products and services with some basic marketing know-how, it covers market research, advertising, promotion, selling techniques, product launches, and use of the internet.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Marketing
General subdivision Management.
9 (RLIN) 18304
Topical term or geographic name as entry element Small business marketing.
9 (RLIN) 18305
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme
Item type Book
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Collection code Home library Current library Shelving location Date acquired Source of acquisition Cost, normal purchase price Total Checkouts Full call number Barcode Date last seen Cost, replacement price Price effective from
            Main Library Main Library ON SHELF 11/08/2015 Apna Book Suppliers/ 576/ 11-August-2015 396.00   658.8/ Pat/ 30093 11130093 07/06/2022 495.00 11/08/2015

Circulation Timings: Monday to Saturday: 8:30 AM to 9:30 PM | Sundays/Bank Holiday during Examination Period: 10:00 AM to 6:00 PM