This essential book will show you how to design a strategic marketing plan for any brand, product, service, or business! It explains all of the major marketing disciplines and familiarizes you with the marketing #weapons arsenal.# It also teaches you to conduct a marketing audit, provides helpful sample worksheets and forms and includes case examples, a glossary of marketing terms, and appendixes discussing sources of #marketing intelligence# and professional marketing associations. This single volume provides a step-by-step process (with short, clear examples) of how to develop a custom plan to fit any business. In addition, it defines all of the business terms you#ll find inside and lists additional resources to draw upon. INDICE Contents: Preface Acknowledgments Introduction Part A. The Strategy Selection Process Chapter 1. Defining Your Business Strategy Case Example 1: Another Perspective Case Example 2: Providing Value and Reducing Costs Chapter 2. Assessing Focal Points Types of Marketing Research Marketing Research Techniques Marketing Research Presentation Tools Case Example 1: Looking Within Case Example 2: Mailing Less and Making More Chapter 3. Selecting Strategies Positioning Strategies Case Example 1: Positioning to Perfection Case Example 2: Speed, Reliability, and Convenience Part B. Selecting Weaponry Chapter 4. Advertising Advertising Guidelines The Six-Step Advertising Process Do It Yourself or Select an Agency? Advertising Types and Themes Market Coverage Media Selection Case Example 1: Extreme Target Market Execution Case Example 2: Icon Power Chapter 5. Public Relations What Public Relations Is Tools of Public Relations Case Example 1: Sources and Experts Case Example 2: The Power of the Survey and Award Chapter 6. Promotions Keys to Successful Promotions Types of Promotions Case Example 1: More Than a Promotion Case Example 2: Left Brain/Right Brain Chapter 7. Merchandising Types of Merchandising Merchandising Your Employees Merchandising Chec