Q: Would diverse, real world examples help your students see how strategic marketing plans are developed and implemented by actual companies and organizations? NEW - Improved organization - In response to user feedback, the following enhancements have been made:. Planning Direction, Objectives, and Marketing Support. Developing Integrated Marketing Communication Strategy. Planning Performance Measurement and Implementation Control.
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This title is out of print. Palo Alto Software. Availability This title is out of print. Overview Features Contents Order Overview. Description For any course in which developing a marketing plan is required, such as Principles of Marketing, Marketing Management, or Marketing Strategy. Application-oriented with in-depth examples - Guides the reader step-by-step through the process of creating a marketing plan.
Shows how a wide variety of companies and industries are applying marketing planning in current, real-life situations. Sample marketing plan — Shows the content and format of typical plans. Helps students visualize what kind of information must be included in a completed marketing plan. Includes user-friendly Marketing Plan Pro 6. Allows students to quickly and easily create customized marketing plans and view a variety of sample plans.
Practical checklists —Summarize and reinforce key steps and issues to consider in the process of developing a marketing plan. Encourages examination and further review of the fundamental concepts associated with developing a sound marketing plan.
Separate coverage for each element of the marketing mix. Provides devoted coverage to important topics. Reflects the increased interest in social responsibility issues- Backed by samples of each type of marketing plan objective. Introduces sustainable marketing and the establishment of societal objectives as well as financial and marketing objectives.
These corporations pay top dollar to their creative vendors. And their products don't "sell themselves. If you do a good job and you will, when you follow my guidelines , you'll be rewarded with lucrative repeat assignments for as long as you want them. I'm talking, of course, about writing copy for software and technology clients - one of the most lucrative and in-demand copywriting specialties available to you today.
Not only are software companies some of the top-paying copywriting clients out there. But the field is not terribly competitive. That's because most copywriters make the mistake of equating "software copywriting" with "technical writing" - and run for the hills when a software client comes calling. But software copywriting is, above all else, copywriting. The key is to sell. And you already know how to do that if not, I'll show you how.
Software copywriting isn't one-tenth as technical - or as boring - as writing dull stuff like systems documentation and online help. If you are reasonably intelligent, and know how to ask questions and listen to the answers, you can write copy for software and technology clients Mostly it just takes writing skill.
The rest I can teach you -- guaranteed. Read on for details Most of the big-name freelance copywriters today specialize mainly in hard-sell direct marketing, fundraising, financial, health care, and Internet marketing of information products.
Many of them have little or no experience writing for software and technology companies In the late 70s and early 80s, I was on the marketing staff of two B2B companies - first a defense electronics contractor, and then a manufacturer of industrial equipment. And I've been writing brochures, trade ads, sales letters, white papers, feature articles, and other B2B promotions - for everything from mainframes to semiconductors - for nearly 3 decades.
My software and technology clients include including: Advanced Solutions Hyperion Software On-Line Software Cartesia Software Mortice Kern Systems Micro Logic Citrix Systems Plato Software Advanced Systems Concepts Wolfram Research Digital Linguistix Pharmacy OneSource Chubb Institute Clear Software SafeApp Software Third Brigade - and many more.
But, you may ask, does Bob Bly really know what software marketing? Do his software promotions actually work? I've had a boatload of fun, and still love the challenge of figuring out how to market software - making my copy clear and exciting, while communicating the features and advantages of the technology in sufficient details to convince executives and IT professionals alike to buy. And while I don't earn the kind of money that Michael Masterson or Clayton Makepeace rake in, I haven't done badly focusing on technology clients In my big page e-book, The Software Marketing Handbook , I share with you the insider secrets for writing powerful marketing communications your clients will go ga-ga over.
Some of these software marketing methods are mine. The Software Marketing Handbook is no skimpy little page e-book with lots of white space and giant double-spaced type - you know the kind I'm talking about. If you don't agree that The Software Marketing Handbook is the most valuable software marketing manual you've read this century Just let me know within 90 days for a full and prompt refund.
And keep the e-book free, with my compliments. Best of all, you can keep this big special report absolutely free, even if you return the Manual for a refund. So you come out ahead either way. To order The Software Marketing Manual Dear Copywriter: I'm different than most of the freelance copywriters out there today Do I know the software market like the back of my hand?
But I "grew up" in technology marketing Judge for yourself Now I want to show you how to do the same. If you will let me. Secrets of getting started in software copywriting revealed at last! Including: 6 tasks your marketing must accomplish to sell more software. Page 4. Hit a bull's eye with your copy by targeting the ideal "software buyer persona" in your marketing.
Page 6. How to write promotions that target multiple buying influences. Page 8. The 2 most common white paper marketing mistakes - and how to avoid them. Page How to generate more leads and higher search engine rankings with "content sampling. Plan your marketing campaign with "multiple touch points" for maximum results. Why features-based technology copy doesn't work anymore. A proven 6-step formula for writing more powerful software copy.
How to create marketing materials your sales force will actually use. Should you use flash drives and other electronic merchandise as premiums in software direct marketing? The answer may surprise you. How to generate buzz and leads for your software products on Twitter in less than 7 minutes a day. Sell more of your software online with an interactive "mini-tour" or demo. How e-mail marketing can turn demo viewers into buyers. A little-known trick for writing effective e-mail "from" lines.
How to close more software sales with "reference accounts. Techniques for selling to early adaptors vs. Starts on page Draw more prospects to your content and web pages with these 6 essential search engine optimization SEO tips. Generate more clicks and visits to your web site by posting articles on these 4 high-traffic article submission web sites. A simple trick for maximizing ROMD return on marketing dollars from your content. How and why to integrate your content with MySpace and other social networking sites.
Secrets of successful software direct marketing - for direct mail and e-mail. Improve your unique selling proposition USP and watch your response rates soar. How to use Michael Masterson's 4 U's formula to write stronger headlines and subject lines.
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