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Khurram Azhar
Khurram Azhar
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INTRODUCTION
INTRODUCTION IF YOU PICKED this book up, you are probably looking for some new ideas. You might be a marketer yourself, you might be an entrepreneur or small business person, or you might just want to be able to drop in a few good ideas at the next meeting. This book will help with any of those aims. Marketing is, above everything else, about creating profi table exchanges. The exchanges should be profi table for both parties— fair trade always makes both parties better off, otherwise why would people trade at all? What we are aiming to do is offer products (which includes services, of course) that don’t come back, to customers who do come back. One of the basic concepts of marketing is customer centrality—in any question involving marketing, we always start with looking at what the customer needs. This does not, of course, mean that we are some kind of altruistic, charitable organization: we don’t GIVE the customer what he or she needs, we SELL the customer what he or she needs. Note ...
100 GREAT MARKETING IDEAS FROM LEADING COMPANIES AROUND THE WORLD
100 GREAT MARKETING IDEAS FROM LEADING COMPANIES AROUND THE WORLD кнυяяαм кнαкωαиι CONTENTS Introduction The ideas 1 Give the product away 4 2 Make it fun 6 3 Get decision-makers together 8 4 Tease your customers 10 5 The “real money” mailing 12 6 Withdraw the product 14 7 Find the key account 16 8 Add some value 18 9 Do something different 20 10 Respect your consumer 22 11 Play a game 24 12 Bring a friend 26 13 Use promotional gifts that really promote 28 14 Do not bind the mouths of the kine 30 15 Empowering staff 32 16 Speak the customer’s language 34 17 Build your corporate culture 36 18 Have a startling brand 38 19 Make the product easy to demonstrate 40 20 Throw a party 42 21 Follow up on customers later 44 22 Lost customers are not always lost 46 23 Bait the hook 48 24 Hold on to those brochures 50 25 Show people the competition 52 26 Take your partners 54 27 Making exhibitions work 56 28 Set the price, even on things you are giving away 58 29 Let them shout! 60 30 Turn a d...
