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Great source for putting together the marketing plan in detail. In the competitive nineties, entrepreneurs, America's fastest growing professional group, will need to master a wide range of marketing strategies and tactics in order to grow and increase their most valuable asset-their customer base. Marketing Magic provides the action-oriented strategies that help you attract new customers and keep the ones you have. Packed with over 400 ideas that can be implemented immediately and at little cost, Marketing Magic shows how to: Find market and customers. A guide to preparing and using a marketing plan, for marketing managers and business executives. Explains the marketing planning process from initial assessment to profit targets, with step-by-step instructions on devising an individual plan. Includes questions and case histories, b&w diagrams and illustrations (some humorous), and sample forms. This third edition includes recent developments in marketing techniques, and practical tools from the author's The Marketing Audit. The key to success in marketing and business is to recognize that the essence of marketing and strategy is focus. Marketing Plans That Work helps you identify and target markets where you can create a unique value for your customers and a sustainable competitive advantage for your company. Marketing Plans That Work is a step-by-step guide to the preparation of a marketing plan. The approach taken by the authors is practical, comprehensive, strategic, and global. It guides the reader through the difficult process of marketing planning with an easy-to-follow outline. Opening Digital Markets: Battle Plans and Business Strategies for Internet Commerce, by global online consultant Walid Mougayar, is as thorough and thought provoking an examination of both the promise and the reality of today's embryonic electronic marketplace as one is likely to find. His clearly proselytizing but thankfully hype-free narrative shows why business people in assorted fields must pay close attention to this exploding arena, and more importantly, how they might effectively take their place among those who currently are (or soon will be) using it to maximum commercial advantage.

Specifying relevant challenges along with appropriate solutions, Mougayar knowledgeably lays out an ample array of strategic options that could be engaged right now to turn ephemeral online possibilities into solid corporate opportunities. He explains how the Net is serving to broaden the traditional definition of "commerce" beyond mere buying and selling, and how it allows those who use it skillfully to improve their relationships with customers and suppliers. His ideas will not guarantee success, of course, but they do point the way toward alternatives and options that savvy managers will understand and find ways to apply in their own businesses. --Howard Rothman

 

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