publications

Marketing with the End in Mind

Marketing with the End in Mind: How to Plan and Implement Successful Marketing Programs

by Lin Grensing-Pophal, ABC, SPHR

Take a fresh look at marketing in an overview packed with practical tools: checklists, sample forms, marketing plans, best-practice examples and definitions of terminology. Designed for communicators, this manual reveals ways to enhance a communicator’s value within a department and an organization. No matter what position you hold, you'll take away actionable information and learn how to:

• Build and implement marketing plans.
• Develop marketing communication materials.
• Design a promotion mix.
• Measure the effectiveness of marketing campaigns.

About the author:
Lin Grensing-Pophal, ABC, SPHR, has more than 15 years of experience in employee relations and organizational communication.

Details: 137 pages
©2005

TABLE OF CONTENTS

Acknowledgements

What Marketing Is—And What It Isn’t

• Marketing: A Working Definition
• The “Four P’s” of Marketing and What They Mean in Practice 
• Where Does Marketing Belong?

Building and Implementing A Marketing Plan

• Segmenting, Targeting and Positioning
• Laying the Foundation
• The Marketing Plan
• Why Marketing Plans Fail

The Promotion Mix

• The “Promotion Mix”
• The Media Mix
• Other Promotion Opportunities
• Integrated Marketing Communication
• The Brand

Developing Marketing Communication Materials

• Developing Key Messages
• Product Differentiation and Positioning
• Finding Your USP
• Effective Marketing Messages
• Getting Creative
• Working with Agencies and Freelancers
• Marketing Challenges

Measurement and Research

• Market Research
Focus groups
Questionnaires

Appendix: Tools You Can Use

• Identifying Your Marketing Goals
• Environmental Assessment
• Analyzing the Competition
• Analyzing the Target Market
• Copywriting Checklist 
• Sample Feedback Form 
• Sample Marketing Communication Plan
• Research Planning Guide

References

About the Author