Marketer's Toolkit: The 10 Strategies You Need to Succeed

by Harvard Business School Press

Book Overview

Effective marketing can mean the difference between runaway successes and costly flops. Covering everything from customer programs to ad campaigns to sales promotions, this is every marketer's hands-on guide to turning opportunities into profits. The Harvard Business Essentials series is designed to provide comprehensive advice, personal coaching, background information, and guidance on the most relevant topics in business. Whether you are a new manager...

• Format: Paperback
• Language: English
• ISBN: 1591397626
• ISBN13: 9781591397625
• Release Date: February 2006
• Publisher: Harvard Business Review Press
• Length: 229 Pages
• Weight: 0.05 lbs.
• Dimensions: 0.8" x 6.1" x 9.1"

Customer Reviews

Marketer's Handbook

Book is good. Was in condition advertised. Received in a timely manner. Great book for those who know very little about marketing and advertising. Good book for Marketers who want to refresh their skills. If you're already experienced there is a lot of info in the book that you already know!

Great Overview and reference

This book was really helpful for a non-marketing person. I have bought 3 copies now to pass around to other management. What I like is that it's not a book about the latest marketing trends, but a good overview of the basic concepts with enough information to start making informed choices. I neither expect nor desire to become a marketing specialist, but understanding strategies for pricing and identifying market segments helps our company at least cover the basics. The book suggests that marketing can be a mindset rather than a job title, and we have embraced it in that spirit while we look to hire and build a department. Obviously it's a nice read for management in a startup fast-growth company like mine, but maybe not needed for a more mature organization with an established marketing strategy and more experienced staff.

Cohesive blueprint to help market products and services

Don't bother registering for Marketing 101. Instead, read this book. As part of the solid Harvard Business Essentials series, it serves as a wonderful introduction and overview of marketing in today's business environment. It provides all the marketing tools you'll need to build your marketing plan, differentiate your product, hammer away at your customers and position your brand. It also touches on pricing, utilizing the Internet and crafting the best media mix for your message. Those already in marketing might not find much new here, although this textbook serves as a cohesive, well-constructed blueprint. The subhead mentions 10 strategies, but the book has far more. We recommend it as an excellent introduction and resource to new managers and to those entering the field of marketing.

Simple and Effective Marketing Strategies

There are many books in my library devoted to more specific areas of marketing, but this is hands-down my favorite for covering the basics. It provides the information in a simple and easy-to-use format, and also includes plenty of references for additional reading. Chapter 1 covers the basics of business strategy, alignment of marketing strategy with business strategy, and explains the changes in the phases of the product or service life cycle. Chapter 2 discusses marketing plan creation, elements of marketing mix, applying the mix to a target market, paths to customer, placement and promotion. Chapter 3, my favorite due to its research focus, discusses formal and informal methods of market research, the research process, and methods for analyzing customer preferences. This chapter also stresses the importance of utilizing those individuals who work closely with clients for informal research. It also includes tips on making a marketing-oriented company's workforce more outward-looking, such as sending technical people to key conferences, having them continually scan the literature and industry news, and sending them on customer calls with sales reps. Chapter 4 focuses on market segmentation, as well as the basics of multifactor, relevant and effective segmentation, targeting the right segments, and positioning the product or service in the minds of customers. Chapter 5, Competitor Analysis, explains how to identify and size up competitors according to strengths and weaknesses, as well as how to understand the five forces that make markets attractive or unattractive. Chapter 6 discusses brand differentiation, and explains how commodity products and services are differentiated, approaches to differentiation, and differentiation through branding. Chapter 7 discusses "The Right Customers", and includes information on understanding how customers differ in economic value, how to focus customer acquisition and retention resources, identifying sources and causes of defection, and gaining a greater share of the wallet. Chapter 8 is devoted to new product development. It discusses horizontal and vertical product line extensions, NPD process, the stage-gate system for go-no go decisions, and the important role of marketing in the development process. Chapter 9 is devoted entirely to pricing, and includes helpful information on cost-plus pricing, pricing and the experience curve, pricing for "snob appeal", stealth price increases, price promotions, pricing and customer-perceived value, and pricing throughout the product life cycle. Chapter 10 talks about integrated marketing communications, including the six steps of the purchase decision, key communication vehicles, the six "M"'s of marketing communications, and guidelines for coordination. Chapter 11 delves into interactive marketing, and discusses online commerce, e-mail campaigns, and best practices for web-based merchandising. Of special interest to companies doing business in multiple cou