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Advantages and Disadvantages of Sales Promotions In addition to their primary purpose of boosting sales in the near term, companies can use consumer sales promotions to help them understand price sensitivity. Coupons and rebates provide useful information about how pricing influences consumers’ buying behavior. Sales promotions can also be a valuable–and sometimes sneaky–way to acquire contact information… Read More »Advantages and Disadvantages of Sales Promotions

Consumer Sales Promotion Techniques Free samples of Starbucks Mocha Toffee Latte Most consumers are familiar with common sales promotion techniques including samples, coupons, point-of-purchase displays, premiums, contents, loyalty programs and rebates. Do you like free samples? Most people do. A sample is a sales promotion in which a small amount of a product that is for sale is given… Read More »Consumer Sales Promotion Techniques

Sales Promotions Getting Action Now Sales promotions are a marketing communication tool for stimulating revenue or providing incentives or extra value to distributers, sales staff, or customers over a short time period. Sales promotion activities include special offers, displays, demonstrations, and other nonrecurring selling efforts that aren’t part of the ordinary routine. As an additional incentive… Read More »Sales Promotions

Advantages of Public Relations The opportunity to amplify key messages and milestones. When PR activities are well-aligned with other marketing activities, organizations can use PR to amplify the things they are trying to communicate via other channels. A press release about a new product, for example, can be timed to support a marketing launch of the… Read More »Advantages of Public Relations

Public Relations Public Relations: Getting Attention to Polish Your Image Public relations (PR) is the process of maintaining a favorable image and building beneficial relationships between an organization and the public communities, groups, and people it serves. Unlike advertising, which tries to create favorable impressions through paid messages, public relations does not pay for attention and publicity. Instead, PR… Read More »Public Relations

Developing Effective Ads: The Creative Strategy Effective advertising starts with the same foundational components as any other IMC campaign: identifying the target audience and the objectives for the campaign. When advertising is part of a broader IMC effort, it is important to consider the strategic role advertising will play relative to other marketing communication tools. With… Read More »Developing Effective Ads: The Creative Advertising Strategy

Advertising Pay to Play A 1900 advertisement for Pears soap. Advertising is any paid form of communication from an identified sponsor or source that draws attention to ideas, goods, services or the sponsor itself. Most advertising is directed toward groups rather than individuals, and advertising is usually delivered through media such as television, radio, newspapers… Read More »Advertising

Marketing Campaigns and IMC The Marketing Campaign Determining which marketing communication methods and tools to use and how best to combine them is a challenge for any marketer planning a promotional strategy. To aid the planning process, marketing managers often use a campaign approach.  A campaign is a planned, coordinated series of marketing communication efforts built around a single theme or… Read More »Marketing Campaigns and IMC Campaigns

The basic objectives of all marketing communication methods are (1) to communicate, (2) to compete, and (3) to convince. In order to be effective, organizations should ensure that whatever information they communicate is clear, accurate, truthful, and useful to the stakeholders involved. In fact, being truthful and accurate in marketing communications is more than a… Read More »The Objectives of Marketing Communication

Seven common methods of marketing communication are described below: Advertising: Any paid form of presenting ideas, goods, or services by an identified sponsor. Historically, advertising messages have been tailored to a group and employ mass media such as radio, television, newspaper, and magazines. Advertising may also target individuals according to their profile characteristics or behavior; examples… Read More »Seven common methods of marketing communication

Integrated Marketing Communication (IMC) Definition IMC: Making an Impact with Marketing Communication Having a great product available to your customers at a great price does absolutely nothing for you if your customers don’t know about it. That’s where promotion enters the picture: it does the job of connecting with your target audiences and communicating what you can… Read More »Promotion: Integrated Marketing Communication

Chapter 16- The Future of Mass Media The Tablet Computer: A New Digital Age? Does the tablet computer represent the future of media? Tech-savvy consumers certainly seem to think so—on the day Apple’s much-hyped iPad hit the market in April 2010, the company sold more than 300,000 devices. Described as “Goldilocks” gadgets—not too big, not… Read More »The Future of Mass Media

Chapter 15- Media and Government Facebook versus the FTC Figure 15.1 In May 2010, the social networking website Facebook was thrown into the news when its chief executive officer, Mark Zuckerberg, announced new changes to the site’s privacy policy. Although the announcement alone did not necessarily garner heavy attention from the news media, the involvement… Read More »Media and Government

Chapter 14-Ethics of Mass Media TMZ, Tabloids, and Celebrity Gossip: Freedom of the Press or Invasion of Privacy? Figure 14.1 The U.S. Constitution’s First Amendment guarantees Americans freedom of the press, which many would agree is an important ingredient in upholding democratic principles. Freedom from government censorship allows the news media to keep citizens informed… Read More »Ethics of Mass Media

Chapter 13- Economics of Mass Media Media Conglomerate or Monopoly? Figure 13.1 In the late 19th century, Andrew Carnegie had a brilliant idea. Instead of buying materials and manufacturing steel, Carnegie bought up mines, railways, and all other aspects of the industry, pioneering a business model that later became known as vertical integration, in which… Read More »Economics of Mass Media

Chapter 12-Advertising and Public Relations The Subservient Chicken Typing www.subservient-chicken.com into a web browser will lead the user to a site featuring video footage of a person dressed in a chicken suit. The user can then type commands, causing the chicken to perform a variety of actions. Although the chicken does not actively promote a particular product,… Read More »Advertising and Public Relations

Chapter 11- The Internet and Social Media Cleaning Up Your Online Act Figure 11.1 It used to be that applying for a job was fairly simple: send in a résumé, write a cover letter, and call a few references to make sure they will say positive things. The hiring manager understands that this is a… Read More »The Internet and Social Media

Chapter 10- Electronic Games and Entertainment Want to Get Away? Figure 10.1 Video games have come a long way from using a simple joystick to guide Pac-Man on his mission to find food and avoid ghosts. This is illustrated by a 2007 Southwest Airlines commercial in which two friends are playing a baseball video game… Read More »Electronic Games and Entertainment

Chapter 9- Television Rethinking Content Delivery In November 2007, more than 12,000 film, television, and radio writers working in the United States went on strike for fairer pay. Lasting for more than 3 months, the strike disrupted many hit shows in 2008 and cost the Los Angeles economy $2.5 billion.Associated Press, “Writers Strike Cost L.A.… Read More »Television

Chapter 8-Movies Are 3-D Effects Creating Two-Dimensional Films? Figure 8.1 In 2009, many moviegoers were amazed by the three-dimensional (3-D) film Avatar. Avatar grossed over $1.8 billion in theaters worldwide, $1.35 billion from 3-D sales alone.Brandon Gray, “‘Avatar’ is New King of the World,” Box Office Mojo, January 26, 2010, http://boxofficemojo.com/news/?id=2657. Following in that vein, dozens of other movie studios… Read More »Movies

Chapter 7-Radio Terrestrial Radio Stumbles Into the Digital Age Figure 7.1 In 1983, radio station WOXY’s new owners bought the station and changed its format from Top 40 to the up-and-coming alternative rock format, kicking off with U2’s “Sunday Bloody Sunday.”WOXY, “The History of WOXY,” 2009, http://woxy.com/about/. Then located in the basement of a fast-food restaurant in… Read More »Radio

Chapter 6- Music From Social Networking to Stardom Figure 6.1 In 2006, Californian vocalist Colbie Caillat was an aspiring singer-songwriter. Although her audio engineer father, Ken Caillat, coproduced one of the biggest selling albums of all time, Fleetwood Mac’s Rumours, Colbie had never considered booking a studio, much less campaigning for a record deal. She considered… Read More »Music

Chapter 5-Magazines Changing Times, Changing Tastes Figure 5.1 On October 5, 2009, publisher Condé Nast announced that the November 2009 issue of respected food magazine Gourmet would be its last. The decision came as a shock to many readers who, since 1941, had believed that “Gourmet was to food what Vogue is to fashion, a magazine with a rich history… Read More »Magazines

Chapter 4-Newspapers Newspaper Wars Figure 4.1 The two major newspapers, The Wall Street Journal and The New York Times, battle for their place in the print world. On April 26, 2010, Wired magazine proclaimed that a “clash of the titans” between two major newspapers, The Wall Street Journal and The New York Times, was about to take place in the midst of an… Read More »Newspapers

Chapter 3 Books A Lost Generation of Readers? Figure 3.1 In 2004, the National Endowment for the Arts (NEA) released a report that it said represented “a national crisis.” What was under such dire peril that it threatened to “impoverish both cultural and civic life,” as NEA Chairman Dana Gioia put it? Reading—or, more aptly… Read More »Books

Chapter 2-Media Effects Harry Potter and the Media Bogeyman J. K. Rowling’s Harry Potter books about a young boy’s education as a wizard caused many parents—at least initially—to be somewhat wary. When they received an email warning them about the content of books, some of these parents had their fears justified. It seemed Rowling, the… Read More »Media Effects

Chapter 1-Media and Culture The Lost Cell Phone Figure 1.1 A New York City woman lost her cell phone in the back of a taxi cab. Sasha Gomez, 16, of Queens, ended up with the phone. She decided to keep it and use it. She did not realize the consequences. She was humiliated, harassed, and… Read More »Media and Culture

Table of Contents Chapter 1: Media and Culture Chapter Introduction Intersection of American Media and Culture How Did We Get Here? The Evolution of Media How Did We Get Here? The Evolution of Culture Media Mix: Convergence Cultural Values Shape Media; Media Shape Cultural Values Mass Media and Popular Culture Media Literacy Chapter 2: Media… Read More »Mass Communication Media and Culture

Chapter 14- ROI: msnbc.com Decides if the Campaign Worked Figure 14.1 Three Months after Launch! “Cool ad! But did it work?” That’s the million dollar question (or often even more). Advertising serves many roles, from building awareness of a new acid jazz group to informing us of an asthma drug’s side effects. But at the end of… Read More »Advertising and Promotion ROI: Decides if the Campaign Worked

Chapter 13-Launch! msnbc.com’s First-Ever Branding Campaign Figure 13.1 Zero Months to Launch! Once all the planning, preparation, and production was complete, it was time for the campaign to come to life. On April 2, 2007, the first-ever msnbc.com branding campaign launched to the public in TV, print, and online media. Think of this chapter as a campaign… Read More »Launch Ever Branding Campaign

Chapter 12- Make the Message Sell: SS+K Ensures that All Components Tell the Brand Story Figure 12.1 Two Months to Launch! You’ve done your homework. You understand your audience, you’ve identified the objectives and strategy for your campaign, and you know what media you’ll use to reach your target consumers. You’re almost there—but you’ve still got… Read More »Make Advertising and Promotion the Message Sell and Tell the Brand Story

Chapter 11- Execute on All Platforms: SS+K Goes into Production Overdrive Figure 11.1 Three to Five Months to Launch! The process of execution determines how the message will look, read, or sound in its final form. Does it convey the right tone and attitude? Is it suited to its medium, be it print, TV, radio, outdoor, online, or… Read More »Advertising and Promotion Execute on All Platforms

Chapter 10- Plan and Buy Media: SS+K Chooses the Right Media for the Client’s New Branding Message Figure 10.1 Four Months to Launch! Advertisers like msnbc.com face tough choices. An ever-growing portfolio of media offers the promise of reaching different consumers in different contexts and at different times. The tools available to us range from an… Read More »Advertising and Promotion Plan and Chooses the Right Media

Chapter 9- Choose Your Communication Weapons: SS+K Decides Upon a Creative Strategy and Media Tactics Figure 9.1 Six Months to Launch! The advertiser’s toolbox is a deep one, and it’s expanding by leaps and bounds. Indeed, the problem often is to figure out which tool—or even better, combination of tools—will work best to solve a specific strategic issue.… Read More »Choose Your Advertising and Promotion Communication Creative Strategy and Media Tactics

Chapter 8- Create a Strategy: SS+K Puts Its Research to Use as the Agency Creates the Brief Figure 8.1 Eight Months to Launch! We are now eight months prior to the public launch of the msnbc.com campaign. The team at SS+K and Catherine Captain from msnbc.com have studied their customers. They have spent a considerable amount… Read More »Create Advertising and Promotion a Strategy

Chapter 7-Decide What You Can Afford to Say: msnbc.com Sets the Budget Figure 7.1 Nine Months to Launch! Before the SS+K team could set off to develop their marketing recommendations, Catherine Captain had to set a budget for their efforts. It was important for Russell and Amit to understand the parameters of the work at hand;… Read More »Decide Advertising Budget

Chapter 6-Segment, Target, and Position Your Audience: SS+K Identifies the Most Valuable News Consumer Figure 6.1 Nine Months to Launch! Good advertising is all about hitting customers where they live. But before you can craft a killer message to send, you have to know what address to send it to. Here’s a profound idea: people are different.… Read More »Segment, Target, and Position Your Audience

Chapter 5-Know Your Audience: SS+K Learns All About msnbc.com, Inside and Out Figure 5.1 Ten Months to Launch! The more information you have the more effective you can be. Joe Kessler, partner, SS+K/LA Joe Kessler understands that knowledge is power. In the ad biz, that power comes from knowing as much as you can about your… Read More »Know Your Audience

Chapter 4-Consumers and the Communications Process: SS+K Gets to Know Its Consumers Figure 4.1 Twelve Months to Launch! We are now twelve months from the launch of the msnbc.com campaign. The SS+K team needs to start thinking seriously about how it’s going to make consumers crave the msnbc.com brand of news. Before they can do that,… Read More »Consumers and the Communications Process

Chapter 3-Advertising and Society Figure 3.1 Build a Foundation Advertising is part of the glue that holds our culture together. It allows us to share a common experience in a landscape populated (for better or worse) by brands, images, logos, and even silly jingles. We define who we are by what we buy and wear because… Read More »Advertising and Society

Chapter 2A User’s Manual: Advertising, Promotion, and Marketing Essentials Figure 2.1 Build a Foundation Advertising is in trouble only if you think of the narrow box advertising has traditionally been in, which is getting on TV or in print. Linda Kaplan Thaler, Founder, Kaplan Thaler Group This is not a book about advertising. This is a… Read More »Advertising, Promotion, and Marketing Essentials

Chapter 1-Meet SS+K: A Real Agency Pitches a Real Client Figure 1.1 Fourteen Months to Launch! 1.1 Why Launch!? LEARNING OBJECTIVE After studying this section, students should be able to do the following: Recognize the bold new approach for delivering information to today’s college students (aka digital natives) that Unnamed Publisher creates. Knowledge Is a Flat World The textbook publishing… Read More »Meet SS+K: A Real Agency Pitches a Real Client

Table of Contents Licensing Information Chapter 1: Meet SS+K: A Real Agency Pitches a Real Client Chapter Introduction Why Launch!? Meet Our Agency Partner: SS+K The Pitch: Win the Account Let’s Meet the Potential Client Exercises Chapter 2: A User’s Manual: Advertising, Promotion, and Marketing Essentials Chapter Introduction Advertising Is Old—and Brand New The Four… Read More »Advertising and Promotion

Chapter 2: Strategic Planning 2.1 The Value Proposition 2.2 Components of the Strategic Planning Process 2.3 Developing Organizational Objectives and Formulating Strategies 2.4 Where Strategic Planning Occurs within Firms 2.5 Strategic Portfolio Planning Approaches 2.6 Discussion Questions and Activities 2.1 The Value Proposition Learning Objectives Explain what a value proposition is. Understand why a company… Read More »Copy of Marketing Strategic Planning

16.4 Ongoing Marketing Planning and Evaluation Learning Objectives Apply marketing planning processes to ongoing business settings. Identify the role of the marketing audit. Our discussion so far might lead you to believe that a marketing plan is created only when a new offering is being launched. In reality, marketing plans are created frequently—sometimes on an… Read More »Ongoing Marketing Planning and Evaluation

16.3 Forecasting Learning Objectives List steps in the forecasting process. Identify types of forecasting methods and their advantages and disadvantages. Discuss the methods used to improve the accuracy of forecasts. Creating marketing strategy is not a single event, nor is the implementation of marketing strategy something only the marketing department has to worry about. When… Read More »Forecasting

16.2 Functions of the Marketing Plan Learning Objectives Understand the functions of a marketing plan. Write a marketing plan. In Chapter 1 “What Is Marketing?”, we introduced the marketing plan and its components. Recall that a marketing plan should do the following: Identify customers’ needs. Evaluate whether the organization can meet those needs in some way… Read More »Functions of the Marketing Plan

16.1 Marketing Planning Roles Learning Objective Identify the people responsible for creating marketing plans in organizations. Who, within an organization, is responsible for creating its marketing plans? From our discussion above, you might think the responsibility lies with the organization’s chief marketing officer (CMO). The reality is that a team of marketing specialists is likely… Read More »Marketing Planning Roles

16.1 Marketing Planning Roles Learning Objective Identify the people responsible for creating marketing plans in organizations. Who, within an organization, is responsible for creating its marketing plans? From our discussion above, you might think the responsibility lies with the organization’s chief marketing officer (CMO). The reality is that a team of marketing specialists is likely… Read More »Marketing Planning Roles

Chapter 16: The Marketing Plan 16. The Marketing Plan 16.1 Marketing Planning Roles 16.2 Functions of the Marketing Plan 16.3 Forecasting 16.4 Ongoing Marketing Planning and Evaluation 16.5 Discussion Questions and Activities 16. The Marketing Plan The average tenure of a chief marketing officer (CMO) can be measured in months—about twenty-six months or less, in… Read More »The Marketing Plan

15.3 Pricing Strategies Learning Objectives Understand introductory pricing strategies. Understand the different pricing approaches that businesses use. Once a firm has established its pricing objectives and analyzed the factors that affect how it should price a product, the company must determine the pricing strategy (or strategies) that will help it achieve those objectives. As we… Read More »Pricing Strategies and different pricing approaches

15.2 Factors That Affect Pricing Decisions Learning Objectives Understand the factors that affect a firm’s pricing decisions. Understand why companies must conduct research before setting prices in international markets. Learn how to calculate the breakeven point. Having a pricing objective isn’t enough. A firm also has to look at a myriad of other factors before… Read More »Factors That Affect Pricing Decisions

Chapter 15: Price, the Only Revenue Generator 15.1 The Pricing Framework and a Firm’s Pricing Objectives 15.2 Factors That Affect Pricing Decisions 15.3 Pricing Strategies 15.4 Discussion Questions and Activities   15.1 The Pricing Framework and a Firm’s Pricing Objectives Learning Objectives Understand the factors in the pricing framework. Explain the different pricing objectives organizations… Read More »Price, the Only Revenue Generator

14.4 Ethics, Laws, and Customer Empowerment Learning Objectives Apply general ethical principles and concepts to online marketing. Explain the laws that regulate online and other types of marketing. You are about to graduate and move to another city to start a new job. Your employer is paying for your moving expenses, so you go online… Read More »Ethics, Laws, and Customer Empowerment

14.3 Customer Satisfaction Learning Objectives Understand satisfaction and satisfaction strategies. Design a customer satisfaction measurement system. Describe complaint management strategies. Customer Satisfaction Defined What comes to mind when you hear someone say, “A satisfied customer”? Perhaps it is an image of someone smiling with the pride of knowing he got a good deal. Or perhaps… Read More »Customer Satisfaction

14.2 Loyalty Management Learning Objectives Understand the value of customer loyalty. Distinguish attitudinal loyalty from behavioral loyalty. Describe the components of a successful loyalty program. It’s 8:00 p.m. and you’re starving. You open the refrigerator and find a leftover chicken breast, half an onion, and some ketchup. But what can you do with these ingredients?… Read More »Customer Loyalty Management

Chapter 14: Customer Satisfaction, Loyalty, and Empowerment 14.1 Customer Communities 14.2 Loyalty Management 14.3 Customer Satisfaction 14.4 Ethics, Laws, and Customer Empowerment 14.5 Discussion Questions and Activities   14.1 Customer Communities Learning Objectives Understand strategies involving online and personal forms of influencer marketing. Relate influencer marketing to other forms of social communities and marketing strategies.… Read More »Customer Satisfaction, Loyalty, and Empowerment

13.6 Outsourcing the Sales Function Learning Objectives Identify the primary types of outsourcing salespeople. Characterize the strengths and weaknesses of outsourcing sales groups. Some companies outsource certain sales functions. In this section, we’ll introduce several types of outsourced salespeople, as well as the reasons for and challenges associated with outsourcing various sales activities. Types of… Read More »Outsourcing the Sales Function

13.5 Integrating Sales and Marketing Learning Objectives Identify the ways in which the marketing function supports the sales function. Describe how the sales group of a company can support its marketing efforts. Traditionally, sales and marketing are like oil and water—the departments don’t mix well. Salespeople are typically among the highest paid employees in an… Read More »Integrating Sales and Marketing

13.4 Ethics in Sales and Sales Management Learning Objectives Compare and contrast common ethical challenges facing salespeople and sales managers. Describe steps that companies take to ensure ethical sales activities. When faced with an opportunity to exaggerate in job interviews, who would exaggerate more: professors, politicians, preachers, or salespeople? Surprisingly, in one study, salespeople were… Read More »Ethics in Sales and Sales Management

13.3 Sales Metrics (Measures) Learning Objectives Describe the sales cycle. Understand the selling metrics that salespeople use. Understand the selling metrics that sales managers and executives use. The Sales Cycle A key component in the effectiveness of salespeople is the sales cycle. The sales cycle—how long it takes to close a sale—can be measured in steps,… Read More »Sales Metrics

13.2 Customer Relationships and Selling Strategies Learning Objectives Understand the types of selling relationships that firms seek. Be able to select the selling strategy needed to achieve the desired customer relationship. Customer Relationships Some buyers and sellers are more interested than others in building strong relationships with each other. Generally speaking, however, all marketers are… Read More »Customer Relationships and Selling Strategies

Chapter 13: Professional Selling 13.1 The Role Professional Salespeople Play 13.2 Customer Relationships and Selling Strategies 13.3 Sales Metrics (Measures) 13.4 Ethics in Sales and Sales Management 13.5 Integrating Sales and Marketing 13.6 Outsourcing the Sales Function 13.7 Discussion Questions and Activities   13.1 The Role Professional Salespeople Play Learning Objectives Recognize the role professional… Read More »Professional Selling

12.2 Social Media Learning Objectives Understand the different social media zones. Understand how social media can generate publicity. Explain how social media keeps changing. Social media uses technology and mobility to provide an interactive means of communication among people, organizations, and communities who are interconnected and interdependent. Many channels and vehicles are available for social… Read More »Social Media

Chapter 12: Public Relations, Social Media, and Sponsorships 12.1 Public Relations Activities and Tools 12.2 Social Media 12.3 Discussion Questions and Activities 12.1 Public Relations Activities and Tools Learning Objectives Understand the concept of public relations and why organizations allocate part of their promotional budgets to it. Understand what the different types of public relations… Read More »Public Relations, Social Media, and Sponsorships

11.7 Sales Promotions Learning Objectives Learn about different types of sales promotions companies use to get customers to buy their products. Understand the different types of sales promotions companies use with their business customers. Understand why sales promotions have become such an integral part of an organization’s promotion mix. Differentiate between push and pull strategies.… Read More »Sales Promotions

11.6 The Promotion Budget Learning Objectives Understand different ways in which promotion budgets can be set. Understand how the budget can be allocated among different media. An offering’s budget is a critical factor when it comes to deciding which message strategies to pursue. Several methods can be used to determine the promotion budget. The simplest… Read More »The Promotion Budget

11.5 Message Strategies Learning Objectives Understand what a unique selling proposition is and how it is used. Understand different types of promotion objectives. Identify different message strategies. Utilizing a Product’s Unique Selling Proposition (USP) When organizations want to communicate value, they must determine what message strategies work best for them. Smart organizations determine a product’s unique… Read More »Message Strategies

11.4 Advertising and Direct Marketing Learning Objectives Understand the difference between media and vehicles. Explain the similarities and differences between advertising and direct marketing. Understand the benefits of direct marketing and what types of direct marketing organizations often utilize. Advertising Advertising is paid promotion with an identified sponsor that reaches many people at one time… Read More »Advertising and Direct Marketing

11.3 Factors Influencing the Promotion Mix, Communication Process, and Message Problems A marketing manager from one company might decide to focus on social media, whereas a marketing manager from another company might decide to focus her company’s efforts on television commercials. Why do companies select different types of media for what may be perceived as… Read More »Factors Influencing the Promotion Mix, Communication Process, and Message Problems

11.2 The Promotion (Communication) Mix Learning Objectives Understand the different components of the promotion (communication) mix and why organizations may consider all components when designing the IMC program. Understand the difference between types of communication that target many people at one time versus types of communication that target individuals. Although the money organizations spend promoting… Read More »The Promotion (Communication) Mix

Chapter 11: Integrated Marketing Communications and the Changing Media Landscape 11.1 Integrated Marketing Communications (IMC) 11.2 The Promotion (Communication) Mix 11.3 Factors Influencing the Promotion Mix, Communication Process, and Message Problems 11.4 Advertising and Direct Marketing 11.5 Message Strategies 11.6 The Promotion Budget 11.7 Sales Promotions 11.8 Discussion Questions and Activities   11.1 Integrated Marketing… Read More »Integrated Marketing Communications and the Changing Media Landscape

10.2 Steps in the Marketing Research Process Learning Objective Describe the basic steps in the marketing research process and the purpose of each step. The basic steps used to conduct marketing research are shown in Figure 10.6 “Steps in the Marketing Research Process”. Next, we discuss each step. Figure 10.6 Steps in the Marketing Research Process Step… Read More »Steps in the Marketing Research Process

Chapter 10: Gathering and Using Information: Marketing Research and Market Intelligence 10.1 Marketing Information Systems 10.2 Steps in the Marketing Research Process 10.3 Discussion Questions and Activities   10.1 Marketing Information Systems Learning Objectives Describe the components of a marketing information system and each component’s purpose. Explain the situations in which marketing research should be… Read More »Gathering and Using Information: Marketing Research and Market Intelligence

9.4 Track and Trace Systems and Reverse Logistics Learning Objectives Understand why being able to trace products is important to organizations and their customers. Explain what reverse logistics is and why firms utilize it. As we have explained, shippers are highly anxious when their products are in transit because the merchandise is valuable and because… Read More »Track and Trace Systems and Reverse Logistics

9.3 Warehousing and Transportation Learning Objectives Understand the role warehouses and distribution centers play in the supply chain. Outline the transportation modes firms have to choose from and the advantages and disadvantages of each. Warehousing At times, the demand and supply for products can be unusually high. At other times, it can be unusually low.… Read More »Warehousing and Transportation

9.2 Demand Planning and Inventory Control Learning Objectives Explain why demand planning adds value to products. Describe the role inventory control plays when it comes marketing products. List the reasons why firms collaborate with another for the purposes of inventory control and demand planning. Demand Planning Imagine you are a marketing manager who has done… Read More »Demand Planning and Inventory Control

Chapter 9: Using Supply Chains to Create Value for Customers 9.1 Sourcing and Procurement 9.2 Demand Planning and Inventory Control 9.3 Warehousing and Transportation 9.4 Track and Trace Systems and Reverse Logistics 9.5 Discussion Questions and Activities   9.1 Sourcing and Procurement Learning Objectives Explain why sourcing and procurement activities are an important part of… Read More »Using Supply Chains to Create Value for Customers

8.5 Channel Dynamics Learning Objectives Explain what channel power is and the types of firms that wield it. Describe the types of conflicts that can occur in marketing channels. Describe the ways in which channel members achieve cooperation with one another. Channel Power Strong channel partners often wield what’s called channel power and are referred to as channel… Read More »Channel Dynamics

8.4 Marketing Channel Strategies Learning Objectives Describe the factors that affect a firm’s channel decisions. Explain how intensive, exclusive, and selective distribution differ from one another. Explain why some products are better suited to some distribution strategies than others. Channel Selection Factors Selecting the best marketing channel is critical because it can mean the success… Read More »Marketing Channel Strategies

8.3 Functions Performed by Channel Partners Learning Objectives Describe the activities performed in channels. Explain which organizations perform which functions. Different organizations in a marketing channel are responsible for different value-adding activities. The following are some of the most common functions channel members perform. However, keep in mind that “who does what” can vary, depending… Read More »Functions Performed by Channel Partners

8.2 Typical Marketing Channels Learning Objectives Describe the basic types of channels in business-to-consumer (B2C) and business-to-business (B2B) markets. Explain the advantages and challenges companies face when using multiple channels and alternate channels. Explain the pros and cons of disintermediation. List the channels firms can use to enter foreign markets. Figure 8.4 “Typical Channels in… Read More »Typical Marketing Channels

Chapter 8: Using Marketing Channels to Create Value for Customers 8.1 Marketing Channels and Channel Partners 8.2 Typical Marketing Channels 8.3 Functions Performed by Channel Partners 8.4 Marketing Channel Strategies 8.5 Channel Dynamics 8.6 Discussion Questions and Activities   8.1 Marketing Channels and Channel Partners Learning Objectives Explain why marketing channel decisions can result in… Read More »Using Marketing Channels to Create Value for Customers

7.2 Managing New Products: The Product Life Cycle Learning Objectives Explain how organizations manage offerings after being introduced to the marketplace. Explain how managing an offering may be different in international markets. Explain the product life cycle and the objectives and strategies for each stage. Over 20,000 new offerings, including convenience foods, health and beauty… Read More »Managing New Products: The Product Life Cycle

Chapter 7: Developing and Managing Offerings 7.1 The New Offering Development Process 7.2 Managing New Products: The Product Life Cycle 7.3 Discussion Questions and Activities 7.1 The New Offering Development Process Learning Objectives Identify an effective process for creating offerings and bringing them to market. Understand the relative importance of each step in the new… Read More »Developing and Managing Offerings

6.5 Managing the Offering Learning Objectives Understand the people involved in creating and managing offerings. Recognize the differences in organizing product marketing for consumer versus B2B companies. Managing all of a company’s offerings presents a number of challenges. Depending on the size of the company and the breadth of the company’s offerings, several positions may… Read More »Managing the Consumer Offering

6.4 Branding, Labeling, and Packaging Learning Objectives Understand the branding decisions firms make when they’re developing new products. Identify the various levels of packaging for new products. What comes to mind when someone says Coke or Nike or Microsoft? According to BusinessWeek magazine, the Coca-Cola brand is the strongest brand in the world. However, a global study of consumers… Read More »Branding, Labeling, and Packaging

6.3 Types of Business-to-Business (B2B) Offerings Learning Objectives Define the various types of offerings marketed to businesses. Identify some of the differences with regard to how the various types of business offerings are marketed. Just like there are different types of consumer offerings, there are different types of business-to-business (B2B) offerings as well. But unlike… Read More »Types of Business-to-Business (B2B) Offerings

6.2 Types of Consumer Offerings Learning Objectives Define the various types of offerings marketed to individual consumers. Explain why a single offering might be marketed differently to different types of consumers. Products and services can be categorized in a number of ways. We will use these categories throughout the book because they are the most… Read More »Types of Consumer Offerings

6.2 Types of Consumer Offerings Learning Objectives Define the various types of offerings marketed to individual consumers. Explain why a single offering might be marketed differently to different types of consumers. Products and services can be categorized in a number of ways. We will use these categories throughout the book because they are the most… Read More »Types of Consumer Offerings

Chapter 6: Creating Offerings 6.1 What Composes an Offering? 6.2 Types of Consumer Offerings 6.3 Types of Business-to-Business (B2B) Offerings 6.4 Branding, Labeling, and Packaging 6.5 Managing the Offering 6.6 Discussion Questions and Activities 6.1 What Composes an Offering? Learning Objectives Distinguish between the three major components of an offering—product, price, and service. Explain, from… Read More »Creating Offerings- Types of Consumer Offerings

5.4 Positioning and Repositioning Offerings Learning Objectives Explain why positioning is an important element when it comes to targeting consumers. Describe how a product can be positioned and mapped. Explain what repositioning is designed is to do. Why should buyers purchase your offering versus another? If your product faces competition, you will need to think… Read More »Positioning and Repositioning Offerings

5.3 Selecting Target Markets and Target-Market Strategies Learning Objectives Describe the factors that make some markets more attractive targets than others. Describe the different market-segmenting strategies companies pursue and why. Outline the market-segmentation strategies used in global markets. Selecting Target Markets After you segment buyers and develop a measure of consumer insight about them, you… Read More »Selecting Target Markets and Target-Market Strategies

5.2 How Markets Are Segmented Learning Objectives Understand and outline the ways in which markets are segmented. Explain why marketers use some segmentation bases versus others. Sellers can choose to pursue consumer markets, business-to-business (B2B) markets, or both. Consequently, one obvious way to begin the segmentation process is to segment markets into these two types… Read More »How Markets Are Segmented

Chapter 5: Market Segmenting, Targeting, and Positioning 5.1 Targeted Marketing versus Mass Marketing 5.2 How Markets Are Segmented 5.3 Selecting Target Markets and Target-Market Strategies 5.4 Positioning and Repositioning Offerings 5.5 Discussion Questions and Activities   5.1 Targeted Marketing versus Mass Marketing Learning Objectives Distinguish between targeted marketing and mass marketing and explain what led… Read More »Market Segmenting, Targeting, and Positioning

4.6 Ethics in B2B Markets Learning Objectives Explain how the ethical dilemmas B2B marketers face differ from the ethical dilemmas B2C marketers face. Outline the measures companies take to encourage their employees and executives to act in ethical ways. It’s likely that every topic we have talked about so far in this chapter has an… Read More »Ethics in B2B Markets

4.5 International B2B Markets and E-commerce Learning Objectives Describe the reasons why firms in the same industries are often located in the same geographic areas. Explain the effect e-commerce is having on the firms, the companies they do business with, where they are located, and the prices they charge. Outline the different types of e-commerce… Read More »International B2B Markets and E-commerce

4.4 Stages in the B2B Buying Process and B2B Buying Situations Learning Objectives Outline the stages in the B2B buying process. Explain the scorecard process of evaluating proposals. Describe the different types of B2B buying situations and how they affect sellers. Stages in the B2B Buying Process Next, let’s look at the stages in the… Read More »Stages in the B2B Buying Process and B2B Buying Situations

4.3 Buying Centers Learning Objectives Explain what a buying center is. Explain who the members of buying centers are and describe their roles. Describe the duties of professional buyers. Describe the personal and interpersonal dynamics that affect the decisions buying centers make. The professors who form a committee at your school to choose textbooks are… Read More »Buying Centers

4.2 Types of B2B Buyers Learning Objectives Describe the major categories of business buyers. Explain why finding decision makers in business markets is challenging for sellers. Business buyers can be either nonprofit or for-profit businesses. To help you get a better idea of the different types of business customers in B2B markets, we’ve put them… Read More »Types of B2B Buyers

Chapter 4: Business Buying Behavior 4.1 The Characteristics of Business-to-Business (B2B) Markets 4.2 Types of B2B Buyers 4.3 Buying Centers 4.4 Stages in the B2B Buying Process and B2B Buying Situations 4.5 International B2B Markets and E-commerce 4.6 Ethics in B2B Markets 4.7 Discussion Questions and Activities 4.1 The Characteristics of Business-to-Business (B2B) Markets Learning… Read More »Business Buying Behavior

3.2 Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s Decision-Making Process Learning Objectives Distinguish between low-involvement and high-involvement buying decisions. Understand what the stages of the buying process are and what happens in each stage. As you have seen, many factors influence a consumer’s behavior. Depending on a consumer’s experience and knowledge, some consumers may… Read More »Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s Decision-Making Process

Chapter 3: Consumer Behavior: How People Make Buying Decisions 3.1 Factors That Influence Consumers’ Buying Behavior 3.2 Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s Decision-Making Process 3.3 Discussion Questions and Activities 3.1 Factors That Influence Consumers’ Buying Behavior Learning Objectives Describe the personal and psychological factors that may influence what consumers buy and when… Read More »Consumer Behavior: How People Make Buying Decisions

2.5 Strategic Portfolio Planning Approaches Learning Objectives Explain how SBUs are evaluated using the Boston Consulting Group matrix. Explain how businesses and the attractiveness of industries are evaluated using the General Electric approach. When a firm has multiple strategic business units like PepsiCo does, it must decide what the objectives and strategies for each business… Read More »Strategic Portfolio Planning Approaches

2.4 Where Strategic Planning Occurs within Firms Learning Objectives Identify the different levels at which strategic planning may occur within firms. Understand how strategic planning that occurs at multiple levels in an organization helps a company achieve its overall corporate objectives. As previously mentioned, strategic planning is a long-term process that helps an organization allocate… Read More »Where Strategic Planning Occurs within Firms

2.3 Developing Organizational Objectives and Formulating Strategies Learning Objectives Explain how companies develop the objectives driving their strategies. Describe the different types of product strategies and market entry strategies that companies pursue. Developing Objectives Objectives are what organizations want to accomplish—the end results they want to achieve—in a given time frame. In addition to being accomplished… Read More »Developing Organizational Objectives and Formulating Strategies

2.2 Components of the Strategic Planning Process Learning Objectives Explain how a mission statement helps a company with its strategic planning. Describe how a firm analyzes its internal environment. Describe the external environment a firm may face and how it is analyzed. Strategic planning is a process that helps an organization allocate its resources to… Read More »Components of the Strategic Planning Process

Chapter 2: Strategic Planning 2.1 The Value Proposition 2.2 Components of the Strategic Planning Process 2.3 Developing Organizational Objectives and Formulating Strategies 2.4 Where Strategic Planning Occurs within Firms 2.5 Strategic Portfolio Planning Approaches 2.6 Discussion Questions and Activities   2.1 The Value Proposition Learning Objectives Explain what a value proposition is. Understand why a… Read More »Marketing Strategic Planning

1.4 Themes and Organization of This Book Learning Objective Understand and outline the elements of a marketing plan as a planning process. Marketing’s Role in the Organization We previously discussed marketing as a set of activities that anyone can do. Marketing is also a functional area in companies, just like operations and accounting are. Within… Read More »Themes and Organization of This Book

1.3 Why Study Marketing? Products don’t, contrary to popular belief, sell themselves. Generally, the “build it and they will come” philosophy doesn’t work. Good marketing educates customers so that they can find the products they want, make better choices about those products, and extract the most value from them. In this way, marketing helps facilitate… Read More »Why Study Marketing?

1.2 Who Does Marketing? Learning Objective Describe how the various institutions and entities that engage in marketing use marketing to deliver value. The short answer to the question of who does marketing is “everybody!” But that answer is a bit glib and not too useful. Let’s take a moment and consider how different types of… Read More »Who Does Marketing?

Chapter 1: What is Marketing? 1.1 Defining Marketing 1.2 Who Does Marketing? 1.3 Why Study Marketing? 1.4 Themes and Organization of This Book 1.5 Discussion Questions and Activities 1.1 Defining Marketing Learning Objective Define marketing and outline its components. Marketing is defined by the American Marketing Association as “the activity, set of institutions, and processes for… Read More »What is Marketing?

    Chapter 1: What is Marketing? 1.1 Defining Marketing 1.2 Who Does Marketing? 1.3 Why Study Marketing? 1.4 Themes and Organization of This Book 1.5 Discussion Questions and Activities Chapter 2: Strategic Planning 2.1 The Value Proposition 2.2 Components of the Strategic Planning Process 2.3 Developing Organizational Objectives and Formulating Strategies 2.4 Where Strategic… Read More »Marketing Management and Strategic Planning

Chapter 15 Entrepreneurial Selling: The Power of Running Your Own Business Video Ride-Along with David Fox, Founder and CEO of Brave Spirits Meet David Fox. He is an entrepreneur who founded Brave Spirits, a company that makes vodka, gin, whiskey, and rum. What makes Brave Spirits different from other spirits makers is that $2 of… Read More »Entrepreneurial Selling: The Power of Running Your Own Business

Chapter 14 The Power of Learning the Ropes Video Ride-Along with Priya Masih, Sales Representative at Lupin Pharmaceuticals Meet Priya Masih. Priya has been in sales for five years with experience in the telecommunications, insurance, and pharmaceutical industries. She is currently a sales representative at Lupin Pharmaceuticals. She has learned how to manage herself, her… Read More »The Power of Learning the Ropes

Chapter 13 Follow-Up: The Power of Providing Service That Sells Video Ride-Along with Rachel Gordon, Account Manager at WMGK Radio You met Rachel Gordon in Chapter 6 “Why and How People Buy: The Power of Understanding the Customer” when she shared her tips for finding the decision maker. Now she talks about the importance of follow-up and… Read More »Follow-Up: The Power of Providing Service That Sells

Chapter 12 Closing the Sale: The Power of Negotiating to Win Video Ride-Along with Lisa Peskin, Sales Trainer at Business Development University Lisa Peskin shared her tips for successful prospecting in Chapter 7 “Prospecting and Qualifying: The Power to Identify Your Customers”. During this ride-along, she is going to give you insights about closing the sale.… Read More »Closing the Sale The Power of Negotiating to Win

Chapter 11 –Handling Objections: The Power of Learning from Opportunities Video Ride-Along with Paul Blake, Vice President of Sales at Greater Media Philadelphia You heard Paul Blake talk about making a successful presentation in Chapter 10 “The Presentation: The Power of Solving Problems”. Now hear his tips about handling objections. While this might sound like the… Read More »Handling Objections: The Power of Learning from Opportunities

Chapter 10 The Presentation: The Power of Solving Problems Video Ride-Along with Paul Blake, Vice President of Sales at Greater Media Philadelphia You met Paul Blake in Chapter 4 “Business Ethics: The Power of Doing the Right Thing” when he talked about ethics and doing the right thing. Now hear his tips for making a successful sales… Read More »The Presentation: The Power of Solving Problems

Chapter 9 The Approach: The Power of Connecting Video Ride-Along with Tonya Murphy, General Sales Manager at Radio Station WBEN-FM You heard Tonya Murphy talk about the importance of the preapproach in the video ride-along in Chapter 8 “The Preapproach: The Power of Preparation”. Now she wants to provide you with insights about the moment of… Read More »The Approach: The Power of Connecting

Chapter 8 The Preapproach: The Power of Preparation Video Ride-Along with Tonya Murphy, General Sales Manager at Radio Station WBEN-FM You met Tonya Murphy in Chapter 3 “The Power of Building Relationships: Putting Adaptive Selling to Work” when she talked about the power of relationships. Part of building relationships that work is doing your homework. It’s not… Read More »The Preapproach: The Power of Preparation

Chapter 7Prospecting and Qualifying: The Power to Identify Your Customers Video Ride-Along with Lisa Peskin, Sales Trainer at Business Development University You met Lisa Peskin in Chapter 1 “The Power to Get What You Want in Life”. She has over twenty years of experience in sales and sales training at companies such as Automatic Data Processing,… Read More »Prospecting and QualifyingThe Power to Identify Your Customers

Chapter 6-Why and How People Buy: The Power of Understanding the Customer Video Ride-Along with Rachel Gordon, Account Manager at WMGK Radio Meet Rachel Gordon. Rachel has been in sales for three years and has learned that selling is about understanding the customer’s needs and wants. Rachel sells advertising and marketing programs to businesses such… Read More »Why and How People Buy: The Power of Understanding the Customer

Chapter 5-The Power of Effective Communication Video Ride-Along with Andrew Sykes, Pharmaceutical Sales Specialist at AstraZeneca Meet Andrew Sykes. He is a pharmaceutical sales specialist in the medical care division at AstraZeneca, one of the largest pharmaceutical companies in the world. He has been in sales for five years. Andrew calls on doctors and educates… Read More »The Power of Effective Communication

Chapter 4 –Business Ethics: The Power of Doing the Right Thing Video Ride-Along with Paul Blake, Vice President of Sales at Greater Media Philadelphia You met Paul Blake in Chapter 2 “The Power to Choose Your Path: Careers in Sales”. With over twenty years of experience in selling, Paul has been in challenging situations when his… Read More »Business Ethics: The Power of Doing the Right Thing

Chapter 3-The Power of Building Relationships: Putting Adaptive Selling to Work Video Ride-Along with Tonya Murphy, General Sales Manager at Radio Station WBEN-FM Meet Tonya Murphy. Tonya has been in sales for seventeen years and has developed long-term relationships with her customers. She is a general sales manager and responsible for the salespeople that sell… Read More »The Power of Building Relationships: Putting Adaptive Selling to Work

Chapter 2 –The Power to Choose Your Path: Careers in Sales Video Ride-Along with Paul Blake, Vice President of Sales at Greater Media Philadelphia Meet Paul Blake, a senior sales executive. Paul has been in sales for twenty years with roles at various companies including sales rep, sales manager, and now vice president of sales.… Read More »The Power to Choose Your Path: Careers in Sales

Chapter 1 The Power to Get What You Want in Life Welcome to The Power of Selling Video Ride-Alongs Do you want to be successful in sales and in life? You’ll have a chance to meet the pros, the people who have achieved success in their careers in sales. At the beginning of each chapter you’ll have… Read More »The Power to Get What You Want in Life

When we hear Sales Strategy we often think of our marketing department and their strategy to position what we are selling.  As sales reps and sales managers we don’t often think of ourselves as strategists, but we should.  Creating a successful Sales Strategy will allow sales managers and their sales team to focus on the right… Read More »How Sales Managers Create a Successful Sales Strategy

What is sales management? Sales management is the coordination of people and resources to effectively produce the desired goal. These long term goals can be wide ranging, however they are generally increased sales volume, contribution to profits, and continuous growth. To achieve these objectives, sales managers have vast responsibilities including, but not limited to: demand/sales… Read More »What is Sales Management?

what-is-sales-management How Sales Managers Create a Successful Sales Strategy Chapter 1: The Power to Get What You Want in Life Chapter Introduction Get What You Want Every Day Selling: Heartbeat of the Economy and the Company Selling U: The Power of Your Personal Brand Review and Practice Chapter 2: The Power to Choose Your Path:… Read More »sales management and planning

Chapter 19- eMarketing Strategy 19.1 Introduction A strategy is a long-term plan of action aimed at achieving a particular outcome. Tactics refer to the immediate actions taken to execute a strategy. While most of the chapters in this textbook refer to the tactics that the Internet has afforded to marketing, the essential first step to executing… Read More »eMarketing Strategy

Chapter 18 Market Research 18.1 Introduction While the Internet was developed as a military project, the World Wide Web was developed as a tool for academics to allow information to be shared freely. This foundation of the Web as an information tool has had profound effects on the markets we transact in. Consider that consumers are… Read More »Market Research

Chapter 17- Customer Relationship Management 17.1 Introduction If anything, the Internet and the World Wide Web have highlighted the importance of a customer- focused approach to business and marketing. It may seem obvious now, but the heydays of mass media marketing seemed to assume that people could be persuaded to purchase anything, provided there was sufficient… Read More »Customer Relationship Management

Chapter 16Mobile Marketing 16.1 Introduction The mobile phone is a small gadget that has had a huge impact on our day-to-day lives. It has already had a profound impact on the way we communicate and conduct ourselves daily. This continues to be felt as the mobile phone enables new ways to market and new markets in… Read More »Mobile Marketing

Chapter 15- Web Analytics and Conversion Optimization 15.1 Introduction Picture the scene: you’ve opened up a new fashion retail outlet in the trendiest shopping center in town. You’ve spent a small fortune on advertising and branding. You’ve gone to great lengths to ensure that you’re stocking all the prestige brands. Come opening day, your store is… Read More »Web Analytics and Conversion Optimization

Chapter 14- Online Copywriting 14.1 Introduction When it comes to writing copy on the Internet, content is king. The copy on a Web page is a hardworking multitasker. It needs to provide information to visitors, engage with them, and lead them to perform a desired action—all while conveying brand ethos. It also needs to provide context… Read More »Online Copywriting

Chapter 13- Web Site Development and Design 13.1 Introduction Web development and design are at the heart of successful eMarketing, yet many marketers do not understand the importance of laying solid foundations here. Like building a house, solid foundations are key to stability, longevity, and even scalability. Developing a Web site involves more than choosing colors… Read More »Web Site Development and Design

Chapter 12-Web Public Relations 12.1 Introduction Public Relations is a set of management, supervisory, and technical functions that foster an organization’s ability to strategically listen to, appreciate, and respond to those persons whose mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values. Robert Heath, Encyclopedia of Public Relations Traditional… Read More »Web Public Relations

Chapter 11-Online Reputation Management 11.1 Introduction If Dell were really smart, they’d hire me (yes, me) to come to them and teach them about blogs, about how their customers now have a voice; about how their customers are a community—a community often in revolt; about how they could find out what their customers really think; about… Read More »Online Reputation Management

Chapter 10-Viral Marketing 10.1 Introduction Word-of-mouth marketing is powerful. Edelman’s 2010 Trust Barometer shows that 44 percent of respondents trust “a person like me” as a spokesperson.“Edelman Trust Barometer 2010,” Edelman, 2010, http://www.edelman.co.uk/trustbarometer/files/edelman-trust-barometer-2010.pdf (accessed May 10, 2010). In Chapter 8 “Social Media”, you learned some of the ways that marketers can tap into the media that promote this kind of… Read More »Viral Marketing

Chapter 9 Crowdsourcing 9.1 Introduction You’ve used the Internet before, so it’s very possible that you’ve come across one of the best examples of crowdsourcing in the online world: Wikipedia (http://www.wikipedia.org). Wikipedia, the online encyclopedia with over three million articles in the English-language version alone, has been created and maintained by people just like you. Each… Read More »Crowdsourcing

Chapter 8- Social Media 8.1 Introduction Blogs, wikis, social bookmarks, and tag clouds: these are new words for new things and new ways to use words. You may be living in the world of social media, but to many it’s a jumbled jungle with no clear structure. The many facets of social media are also called… Read More »Social Media

Chapter 7Pay per Click Advertising 7.1 Introduction Pay-per-click (PPC) advertising is an advertising system where the advertisers pay only for each click on their advertisements. While it is most often used as an advertising system offered by search engines, such as Yahoo! and Google, it can also be used for banner advertising (where the advertiser pays… Read More »Pay per Click Advertising

Chapter 6Search Engine Optimization 6.1 Introduction With millions of people performing millions of searches each day to find content on the Internet, it makes sense that marketers want their products to be found by potential consumers. Search engines use closely guarded algorithms to determine the results that are displayed. However, determining what factors these algorithms take… Read More »Search Engine Optimization

Chapter 5- Search Engine Marketing 5.1 Introduction Every day, all around the world, millions of people use search engines to find content on the Internet. Search engines are Web-based programs that index the Web and allow people to find what they are looking for. “Search,” or “search marketing,” is often used to refer to the industry that has built up… Read More »Search Engine Marketing

Chapter 4- Affiliate Marketing 4.1 Introduction If you recommend a restaurant to a friend, and that friend visits the restaurant because of your recommendation, the restaurant’s revenue will have increased because of your referral. This is “word-of-mouth” marketing. But you, as the referrer, do not see any of the cash benefit that the restaurant does! Imagine… Read More »Affiliate Marketing

Chapter 3 –Online Advertising 3.1 Introduction Simply put, online advertising is advertising on the Internet. Online advertising encompasses advertisements on search engine results pages, advertisements placed in e-mails, and other ways in which advertisers use the Internet. However, this chapter focuses on display advertising or rich-media advertising. Whether online or off, the main objective of advertising… Read More »Online Advertising

Chapter 2 E-mail Marketing 2.1 Introduction At its core, e-mail marketing is a tool for customer relationship management (CRM). Used effectively, this extension of permission-based marketing can deliver one of the highest returns on investment (ROI) of any eMarketing activity. Simply put, e-mail marketing is a form of direct marketing that utilizes electronic means to deliver… Read More »E-mail Marketing

Chapter 1 Introduction to eMarketing 1.1 Introduction There is no doubt about it—the Internet has changed the world we live in. Never before has it been so easy to access information; communicate with people all over the globe; and share articles, videos, photos, and all manner of media. The Internet has led to an increasingly connected… Read More »Introduction to eMarketing

Table of Contents Chapter 1: Introduction to eMarketing Introduction A Brief Timeline in Internet Development It’s All about Being Connected! How Do People Access the Internet? References Chapter 2: E-mail Marketing Introduction History How It Works Nine Steps to Executing an E-mail Campaign References Chapter 3: Online Advertising Introduction How It Works How to Show… Read More »Book Guide to Online Marketing