|
Does your marketing target your best opportunities with the proper resources? … Does it take full advantage of the latest techniques and expert insight? … Is it built from solid facts and defensible analysis?
Current Best Practices and Up-to-Date Market Metrics Help You Make the Most Of Your Marketing Investment
The Guide to Marketing Strategy brings together the expert insight, real-world market data, and analysis tools needed to build credible and effective plans.
In a time of rapidly evolving markets and marketing tactics, it provides you with timely insight into your best opportunities and most effective marketing programs.
Rapidly Identify and Prioritize Your "Opportunity Portfolio"
The Guide to Marketing Strategy is based on the proven practices of today’s most respected marketing authorities - including the Harvard Business Review, McKinsey Quarterly, Knowledge@Wharton, and the American Marketing Association. Step-by-step techniques help you quickly determine:
- Your most promising (new) market segments
- Threats and opportunities created by market trends and competitive action
- More efficient customer acquisition and retention opportunities
- Ways to grow revenue and profit per customer
- A coherent, prioritized plan for marketing spending
Save Hours of Research in Identifying Your Most Effective Marketing Tactics
Each year, we spend 230+ hours sourcing, screening and organizing current marketing program performance data. Costs, conversion rates, pros & cons, and key lessons learned are compiled for a broad range of marketing tactics, from 60 trusted sources (see lists below).
Conversion data is organized by objective (lead generation, awareness, education, direct sale, loyalty, etc.) and target market (business, consumer).
With this data, you will understand trends in program effectiveness, compare alternative techniques, flag important test opportunities, create accurate budgets, and build a winning marketing mix.
|
|
|
|
- Advertising - Print
- Advertising - Cable TV
- Advertising - Broadcast
- Advertising - Outdoor
- Advertising - Radio
- Catalog Placement
- Coupon Programs
- Card Decks
- Direct Mail
- Direct Email
- Online - Search (SEM/SEO)
- Online - Banner
- Online - Sponsorship
- Online - Website
- Online - Microsite
- PR - Online
- PR - News release
- PR - Influencer events
- PR - Success stories
- Product Placement
- Research - Survey
- Research - Online
- Research - Focus group
- Seminars
- Telemarketing
- Trade Show Exhibits
- Web Conferencing
- White Paper Programs
|
|
- Advertising Age
- AD:TECH
- American Marketing Association
- Association for Interactive Media
- B2B Magazine
- Business 2.0
- Business Week
- Cableworld Magazine
- Catalog Age
- Cnet
- ComScore/MediaMetrix
- Customer Interaction Solutions
- Direct Marketing Association
- Direct Marketing News
- Double Click
- Email Service Provider Coalition
- Exhibitor Magazine
- Forrester Research
- Fortune
- Global Reach
- Harte-Hanks
- Interactive Advertising Bureau
- Knowledge @ Wharton
- Marketing Magazine
- Marketing Vox
- McKinsey Quarterly Review
- MIT Sloan Business Review
- Nielsen//NetRatings
- Sales and Marketing Management
- Topica
- Wired
|
|
|
|
The Guide to Marketing Strategy goes beyond best practices and reliable data -- to include proven guidance and analysis tools
Three "bonuses" set the Guide to Marketing Strategy apart from ordinary research reports and best practice guides:
#1 Step-by-Step Guidance
The Guide to Marketing Strategy provides you with a clear blueprint for building superior marketing strategy - from marketplace analysis to strategy recommendation. Graphical and tabular representations of key decision options solidify understanding and decision making. Step-by-step instructions and sample applications accompany all software tools.
#2: Professional Research and Diagnostic Tools
Use techniques recommended by "blue chip" consulting companies to develop incisive market insight. Use powerful, but simple competitive and partner research to spot key trends before the competition. Use proven survey question sequences, management assessments, and financial analysis to correctly identify the threats and opportunities that matter most.
#3: Revenue Forecasting/Modeling Tools
This easy-to-use Microsoft Excel application lets you study how "real-world" integrated program activities create market awareness, leads, revenues and ROI. An essential tool for prioritizing program activities, evaluating risk and financial outcomes under a broad range of “what-if” scenarios.
Click here for a detailed list of contents for the Guide to Marketing Strategy.
Top Questions You Will Be Able to Answer With the Guide to Marketing Strategy
With the Guide to Marketing Strategy, you will be able to confidently and correctly address the questions used by management stakeholders and investors to test the effectiveness of your plan:
- What are the measurable business outcomes of this plan?
- What is your confidence (the probability) of achieving the desired outcomes?
- What are the major sources of risk? How is risk being managed?
- What threats and opportunities were considered as part of this plan?
- Why doesn't this plan address issue X?
- What changes are recommended with X% more/less funding? Why?
- What research is this plan based on?
Customer Comments
“ It simplifies the formidable process of creating good strategy … it is a concise reference that I also rely on for routine campaign planning.”
Ethan Stevens
Product Manager
Norton Laboratories
“... conversion data and analysis tools are excellent… (the Guide) is a top-notch resource for financial analysis of marketing investments.”
Ellen Scott
Director of Marketing Communications
Fortune 100 Pharmaceutical Corporation
“The Excel modeling tool and research guides are superb – they've saved me tons of time. (The Guide to Marketing Strategy) is more comprehensive and better organized than any other resource I've found. Overall rating - excellent.”
Janis Walen
Walen + Beck Consulting Group
“The elaboration of steps involved in building the marketing plan is particularly helpful. This is a very practical guide that I would recommend to any marketing manager.”
Ranish Gupta
Marketing Manager
“A great collection of valuable information. The material on justifying the plan to senior management is fresh, on-target and exceptionally valuable. (the Guide to Marketing Strategy) is a must-have resource for my direct reports.“
VP Product Marketing
Fortune 1000 Software Corporation
Order With Confidence - Your Satisfaction is 100% Guaranteed
In its 3rd major release, the Guide to Marketing Strategy 2005 reflects extensive research, field testing, and customer feedback. This is the most comprehensive and practical marketing strategy reference we have found. Use it with complete confidence and no-risk.
Order now -- and download it for immediate use. Your satisfaction is 100% guaranteed. If you are not satisfied for any reason, return it within 30 days for a full refund.
|
|
|
Assistance
