Profound marketing books

Topic: Infiltration Marketing (Second Edition)/Marketing Methods for Small and Medium-sized Enterprises

ISBN: 780 147697

Author: Deborah/Book (USA)

Press: Enterprise Management Press

Pricing: 30 pounds

Pages: 2 1 1

Release date: 1900- 1- 1

Version: 1

Format: 16

Packaging: The paperback author has been engaged in marketing for 25 years, providing consultation and special discussion plans for many different types of customers. These customers cover almost all types of enterprises. The author's experience is that small enterprises know that marketing is the most important factor for their success, but they are not sure what marketing is: they can't grasp the 4P elements of marketing in the traditional sense; Or they tend to think that marketing is a single level, such as marketing is advertising or sales.

The author tends to think about marketing from a simple perspective. That is, try to focus on your consumer group, which is enough to support your business goals, and then cultivate customer loyalty. Whether it is to use the best products and the best methods to promote sales, it is recommended to establish stronger ties with customers. The real purpose of 4P is to tell marketers how to obtain and maintain a strong sales trend and create effective profits. This is what the author has worked hard for 25 years and is still working hard today.

Over the years, the concept of marketing has changed from the concept of big marketing in the 1950s and 1960s to the concept of having the same small customer base (market segment), that is, the concept of market segment in the 1970s and 1980s. Since 1990s, marketers have found that relationship marketing is on the rise. Today's marketing has developed into so-called infiltration marketing.

Infiltration marketing is not a brand-new concept. Many people and enterprises are unconsciously using penetration marketing. In this respect, penetration marketing is to make people not only care about their products and services, but also help consumers solve their problems.

Infiltration marketing is not limited to big companies. It is more widely used in small companies. Infiltration marketing is favored by small companies because of its low cost, which is more in line with the situation of small companies

For all commercial forms, penetration marketing has at least two major contributions: first, most penetration marketing strategies are very cheap to implement; Secondly, penetration marketing is applicable to any business form and any industry.

The biggest question raised by small business owners is: "I know I need marketing, but I don't know how to do it?" This is a difficult question to answer. Because every enterprise is different and has its own problems. No one strategy can solve all problems and always be effective, or it can be applied to all situations. Marketers need to control marketing and sales expenses between 15% and 20% of sales. This restriction requires marketers to focus on those marketing strategies that can bring them obvious benefits.

The author found that the simplest way to spend the market budget is to break down the whole market and sales process into several easy-to-understand steps, so that you can easily decide which part of your market influence needs to be strengthened. This book mainly expounds the decomposition of the marketing process into six stages, so that you can focus on the strategy that can bring the fastest return to your enterprise. At the same time, this book also provides as many successful marketing strategies as possible, which can be targeted at each target market.

The author's purpose in writing this book is to make it a valuable reading material in the next few years. The author will strive to achieve the following goals in this book:

1. Introduce the concept of penetration marketing, and explain why it is widely used and why it is so effective.

2. Help marketers to determine market goals and help them have an overall understanding and grasp of various marketing strategies that can be implemented.

3. When readers need to choose a market plan to solve the problem, provide them with a simple and easy reference plan.

4. List all penetration strategies that marketers can adopt in any market situation.

It must be emphasized that the purpose of publishing this book is not to let you read it once and then put it on the shelf. The purpose of writing it is to make it read frequently by readers and become their books on this subject. At the same time, it will become the solver of your market problems and inspire you to develop new and creative market strategies. order

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Chapter 1 Marketing Concept in the New Era

Chapter 2: A new perspective of the basic principles of marketing.

Chapter III Choosing the Right Target Market

The fourth chapter finds out the factors that push consumers to buy.

Chapter V Locking in Consumers

Chapter 6 Building a sense of identity among potential consumers

Chapter 7 Understanding the Consumer's Purchase Process

Chapter 8 matches your efforts with consumers' buying activities.

Chapter 9 defines the needs of consumers.

Chapter 10 Let your information be quickly conveyed to consumers.

Chapter 1 1 Impact on manufacturing market

Chapter 12 Creating Reputation (Improving Satisfaction)

Chapter 13 responding to consumers' needs

Chapter 14 Creating Reasonable Price Value

Chapter 15 uses promotion to achieve faster sales growth.

Chapter 16 building the foundation of loyal customers

Chapter 17 Establishing the cross-promotion League

Appendix I Examples of establishing cooperation and alliances

Appendix II Cooperation Proposal

Appendix III Summary of Marketing Plan