How to market your business : (Record no. 40416)
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000 -LEADER | |
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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 |
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 |