Marketing Strategies, Tactics, and Techniques: A Handbook for Practitioners

Marketing Strategies, Tactics, and Techniques: A Handbook for Practitioners

Marketing Strategies, Tactics, and Techniques: A Handbook for Practitioners

Marketing Strategies, Tactics, and Techniques: A Handbook for Practitioners

Excerpt

Businesspeople, professionals, and college students alike are being told that they must develop marketing strategies for their ventures to succeed. But, until now, there has not been a single source that lists and defines those concepts simply and succinctly. Here you will find a combined encyclopedia, thesaurus, and how-to manual for strategic marketing planning.

For the more than 1,000 marketing strategies, tactics, and techniques defined, explanations are brief and background basic. The text that supplements the lists of strategies is intended to introduce or explain pertinent topics in a general businesslike manner, with a few observations on practicality and ethics when such are called for.

With no intention to underestimate either the experience or the intelligence of the reader, the fundamentals of marketing are summarized as a foundation for the more sophisticated information which is the heart of this handbook. In addition, marketing trade terms, like "yellow goods," "hypermarche," "stochastic," and "greenwashing," that may not be familiar to some practitioners, are defined.

Because many businesspeople often seem to have trouble with the creative and communications aspects of marketing, those subjects are treated in greater detail than the basic strategies in the first two parts of the handbook. Several appendixes are also included that should be useful to readers who wish to develop formal, written marketing plans, and graduate students who use the case method of study.

As the title suggests, this is meant to serve as an easy-to-use handbook, a memory-jogger for correct terminology to use in strategic planning, an idea-starter, and a source of definitions, as well as a how-to guide on marketing techniques, depending on the reader's need. The descriptors for . . .

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