Marketing Mastery (PSI Successful Business Library) [Paperback]

Harriet Stephenson (Author)

Book Description

Series: PSI Successful Business Library | Publication Date: April 1, 1995

Successful marketing is not the reserve of business-school trained experts. Anyone can master the marketing process. This straightforward, easy-to-use book presents a seven step marketing process that will lead your company into the 21st century. Your business cannot be without this guide to marketing success.

To master the marketing process, simply consider how you can capitalize at every opportunity on the customers' feeling of satisfaction with your product and your business. At each of the following critical steps, Marketing Mastery will help you acquire and keep satisfied customers:
Know Your Marketing Process
Identify Your Target Market
Determine Your Pricing Strategy
Develop Product Accessibility
Create Customer Awareness
Transfer Ownership
Obtain Follow-up and Feedback

Each of the more than 30 worksheets in this book help you apply the marketing process to your own business. By the end of the book, you will have developed an invaluable set of marketing tools, including radio announcements, press releases, marketing and sales goals, budgets, customer surveys, and product profiles.

Marketing Mastery is a must for entrepreneurs who want to successfully start and grow their own businesses. The following is a sampling of the more than 30 worksheets contained in the book:
* Target Market Analysis Questionnaire
* Direct Research Survey Techniques
* Customer Profile: Your Company Versus the Competition
* Business Location Evaluation
* Visual Imaging of Your Product or Service Package
* Radio Copy Format
* Write Your Own Press Release
* Identifying Appropriate Advertising Media
* Sales Call Planning Guide
* How to Maximize Customer Satisfaction
* Setting Your Sales and Marketing Goals

Editorial Reviews

From the Publisher

Learn to capitalize on your customers' feelings of satisfaction with your product and your business. Thirty-one comprehensive worksheets outline a successful marketing approach for your business. Marketing is presented in a seven step process that will help you acquire and keep satisfied customers.

About the Author

Harriet Stephenson is the founder of The Entrepreneurship Center at Seattle University where, as Professor of Management, she teaches entrepreneurship and small business management and runs the Small Business Institute program. She has served on several boards of directors and advisory boards. She has consulted on entrepreneurship curriculum and program evaluation nationally and internationally. She has owned her own businesses and has consulted with many profit and not-for-profit businesses and organizations.

Dorothy Otterson is a marketing and management consultant who works with small business owners, professionals, and educational resource clientele to effectively develop their organizations. Ms. Otterson offers workshops and personal effectiveness training through her own home-based business, Otterson Management Associates in Marin County, California. She currently manages various microbusiness projects, develops and teaches courses, and focuses clients on their own goals and how to achieve them, with an emphasis on healthy growth management.

Product Details

• Paperback: 240 pages
• Publisher: Entrepreneur Press; 1 edition (April 1, 1995)
• Language: English
• ISBN-10: 1555713572
• ISBN-13: 978-1555713577
• Product Dimensions: 10.8 x 8.4 x 0.6 inches
• Shipping Weight: 1.6 pounds
• Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #4,779,143 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

5.0 out of 5 stars A hidden gem., November 18, 2000

By 

James Schneider, II (Seattle, Washington United States) - See all my reviews

This review is from: Marketing Mastery (PSI Successful Business Library) (Paperback)

As Internet marketing strategies are beginning to become a part of your marketing plan rather than the whole marketing plan. Marketing mastery is the perfect solution to bring you to the non-reductionism thery of Marketing. Marketing Mastery empowers and refreshes the reader with the fundamental elements in developing a marketing strategy for success. For those who, are aware of "the Goal" and understand brilliance is emanated and desire to be aware of the fundamental strengths of marketing. Come hear to wake up to "the top of the Aristotelian tree of being" this is your "republic". Not to mention The author has added value and added an update to be inclusive of the internet. Saying that she has not only created a must read for the self-actualized business person, but also added a bridge to synthesize the exponential empowerment the internet to marketing mastery. Clearly a must read.

4.0 out of 5 stars Internet strategy addendum and free marketing plan critique, October 4, 2000

A Kid's Review

This review is from: Marketing Mastery (PSI Successful Business Library) (Paperback)

These are review comments by the author who only rates the book a four! Everything in the book is relevant today as far as the steps to go through and how to develop your marketing plan. However, the book was published virtually the day before the web was an influence. Now it is much more than an influence. Marketing Mastery does not include this. To give you the five star experience, we have developed materials such as a self diagnostic for your business to help you design the best internet strategy for your business. Just email the authors with information on where and when you bought the book and we will mail the updated materials to you. In addition, if you will send us a copy of your business/marketing plan after applying the concepts and worksheets in Marketing Mastery, we will give you a free written critique accompanied with our non-disclosure agreement to assure the confidentiality of your materials. Feel free to email [e-mail] with questions. I have been using this material with great success and would urge you to try it out. If you are looking for even one good idea or marketing discipline that might make the difference between achieving your goals for your business or not, give Marketing Mastery a try and write or email the authors for the addendum materials. Thank you, Harriet Stephenson