Amazon The Grede Company Category:  Marketing Publisher: Prentice Hall ISBN-10:  0138453225 Type: Non-Fiction Pages: 152 Copyright: April, 1997 ISBN-13: 9780138453220 Fundamentals of marketing for those who need to get market smart quickly and painlessly Discover winning strategies used by premier marketers like Procter & Gamble and McDonald’s, and learn how to apply them in your business. Naked Marketing strips away the hype and the hoopla and reveals in simple terms what you need to do to build your business. 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 vs. Secondary Research - Advertising Research - Media Research Chapter Three Long-Term Planning A look into the future - The Market Share Matrix - The Four P’s of Marketing Chapter Four Defining Your Market Who are your customers and why should they want to buy your products? - The Buying Process - Maslow’s Hierarchy of Needs - Finding Your Market Niche - Demographics and Psychographics Chapter Five How To Develop A Strategic Marketing Plan The basics of your Strategic Marketing Plan - The Benefits of Planning - The Marketing Plan - Sample Marketing Plan Outline Chapter Six Establish an Image For Your Firm Decide who you are and project that image to the public - The Mission Statement - Differentiating Your Product - The Total Approach - Name Awareness - Communicating Your Image To Customers - Choosing An Ad Agency Chapter Seven 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 Eight Ten Commandments of Good Copywriting Captivate your customers with words that capture their attention and sell product Chapter Nine Layout And Design Using visual elements to maximize your advertising impact - Illustrating Your Ad - Laying Out The Copy - Billboards Chapter Ten How to Make the Most of Media Marketing your company using mass media - Newspaper Advertising - Magazine Advertising - Radio Advertising - Television Advertising - Cable Television - Out-Of-Home Advertising - Reach vs. Frequency - Flighting and Front Loading - Multiple Impressions - The World Wide Web Chapter Eleven 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 Twelve Introducing a New Product Improving your chances for success - The Product Life Cycle - Innovate or Perish - The Right Product - The Right Timing - The Right People Chapter Thirteen Personal Selling Coordinate personal selling as a part of your marketing mix - Hunting vs. Farming - Suggestive Selling - That All-Important Sales Force - Sales Letters With Impact - Mailing Lists Chapter Fourteen Retailing Tips for increasing the number of customers who visit your store as well as the amount they spend - Impulse Purchasing - The Shopping Experience - Building Traffic - Add Luxury - Gift Certificates Chapter Fifteen 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 Sixteen 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 Seventeen How to Establish Your Marketing Budget How much should you spend on promoting your business? - Percent-of-Sales Method - Objective Task Method Chapter Eighteen Summary Glossary

Naked Marketing - 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