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Robert Grede

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Naked Marketing - The Bare Essentials, 2nd Ed.
by Robert Grede   

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Books by Robert Grede
· The Spur & The Sash
· The 5 Kick-Ass Strategies (Every Business Needs)
· Naked Marketing - The Bare Essentials
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Category: 

Marketing

Publisher:  Marquette University Press ISBN-10:  0874620198 Type: 
Pages: 

198

Copyright:  July, 2006 ISBN-13:  9780874620191
Non-Fiction

Amazon
Barnes & Noble.com
The Grede Company
800 CEO-READ

Just like the first edition of "Naked Marketing - The Bare Essentials" only better. Shows non marketers how to get market smart quickly and painlessly.

Excerpt
Outline

Introduction
Why this book was written and what it can do for you, the small business operator

Chapter One
¿Que Es Marketing?
The purpose of marketing is to satisfy needs and wants

Chapter Two
Knowing Your Market
Using inexpensive research to know who your customers are and what they want
- Primary and Secondary Research
- Advertising Research

Chapter Three
How To Develop A Plan

The basics of your Strategic Marketing Plan
- The Four P's
- The Marketing Plan
- Sample Marketing Plan Outline

Chapter Four
Establish an Image For Your Firm

Decide who you are and project that image to the public
- The Mission Statement
- The Total Approach
- Name Awareness
- Communicating Your Image To Customers
- Choosing An Ad Agency

Chapter Five
Ideas - How to Get Them, How to Use Them
Applying your imagination to the marketing plan
- The Four I's
- Steal Good Marketing Ideas
- "A Half Bubble Off Plumb"
- Testimonials

Chapter Six
Ten Commandments of Good Copywriting

Captivate your customers with words which capture their attention and sell product

Chapter Seven
Layout And Design
Using visual elements to maximize your advertising impact
- Illustrating Your Ad
- Laying Out The Copy
- Billboards



Chapter Eight
How to Make the Most of Media
Marketing your company using mass media
- Newspaper Advertising
- Magazines
- Radio Advertising
- Television Advertising
- Cable Television
- Reach vs. Frequency
- Flighting and Front Loading
- Multiple Impressions
- The World Wide Web

Chapter Nine
Using Publicity to Stretch Your Marketing Budget

Getting your name in the paper without having to pay for it
- What Should Be Publicized
- Choosing A Public Relations Agency
- Be A Good Neighbor

Chapter Ten
Introducing a New Product
Improving your chances for success
- The Right Product
- The Right Timing
- The Right People

Chapter Eleven
Selling
Coordinate personal selling as a part of your marketing mix
- Hunting vs. Farming
- Suggestive Selling
- Your Sales Force
- Sales Letters With Impact
- Mailing Lists
- Merchandising and Point-of-Purchase Selling

Chapter Twelve
Inexpensive Marketing Tactics That Work
A variety of simple, yet effective, marketing tactics that return a great profit
- Business Cards
- Collateral Material
- Door Hangers
- Forms
- On Hold Commercials
- Customer Questionnaire
- Sponsor A Little League Team
- Uniforms

Chapter Thirteen
Tricks of the Trade Show
Tactics to maximize your company's trade show experience
- Building Your Booth
- Attracting Traffic To Your Booth
- Some "Do's" and "Don'ts"

Chapter Fourteen
How to Establish Your Marketing Budget
How much should you spend on promoting your business?
- Percent-of-Sales Method
- Objective Task Method

Chapter Fifteen
Summary

Glossary


Professional Reviews

Naked Marketing is the Essential Business Book
“No jargon. No hype-speak. Simple and direct as a laser beam... "Naked Marketing" should be on the "absolutely essential" list of any small business starting from scratch (right up there with pencils and a copying machine).”
— Sacramento Bee



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