Tips and Traps for Marketing Your Business (Tips & Traps) [Paperback]

Scott Cooper (Author), Fritz Grutzner (Author), Birk Cooper (Author)

Book Description

Series: Tips & Traps | Publication Date: February 21, 2008

Win new customers—and keep them coming back

Whether you run a billion-dollar company or a mom-and-pop small business, you have to know your customers and know what they want. Written by three marketing experts, Tips & Traps for Marketing Your Business is filled with marketing best practices that show you how to win over new customers and make existing customers more profitable. You’ll also find practical and proven marketing tips and traps to help you grow your business, lessons learned from realworld experience, and tangible examples from the leading companies in business today.

• Connect with your target market
• Unlock hidden streams of profit and increase sales
• Develop and deliver a compelling story for your brand
• Effectively and profitably manage customer relationships
• Determine how much media weight is enough and how to avoid spending too much
• Attract customers to your Web site

Editorial Reviews

About the Author

Scott W. Cooper is president of Marketing Engine Group, a marketing planning firm, and coauthor of The Successful Marketing Plan and The One-Day Marketing Plan. Fritz P. Grutzner is President and founder of Brandgarten, a brand strategy consulting firm. Birk P. Cooper works in project management at Brandgarten.

Product Details

• Paperback: 256 pages
• Publisher: McGraw-Hill; 1 edition (February 21, 2008)
• Language: English
• ISBN-10: 0071494898
• ISBN-13: 978-0071494892
• Product Dimensions: 9.2 x 7.3 x 0.6 inches
• Shipping Weight: 12.8 ounces (View shipping rates and policies)
• Average Customer Review: 4.1 out of 5 stars  See all reviews (7 customer reviews)
• Amazon Best Sellers Rank: #1,902,019 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

5.0 out of 5 stars Avoid lessons learned the hard way, October 10, 2008

By 

Mary Kay Plantes "Author, Beyond Price: Diffe... (USA) - See all my reviews
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This review is from: Tips and Traps for Marketing Your Business (Tips & Traps) (Paperback)

Competition is too intense to make mistakes and most chief marketing and marketing and sales leaders are too busy to train younger talent. This book addresses both issues by offering its readers lessons learned from the authors' decades of experience creating brand strategies and writing marketing plans for multiple products, markets and types of companies. Even if you have your own marketing planning process down flat, plans are rarely as good as they can be. With the book as a guide, you'll improve your skills and plans, something we all need in today's challenging economy.

2 of 2 people found the following review helpful:

3.0 out of 5 stars Why this book in 2008? Save your money and visit your library to find a similar tome., April 6, 2008

By 

Jeff Lippincott "JLIPPIN" (Princeton, NJ USA) - See all my reviews
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This review is from: Tips and Traps for Marketing Your Business (Tips & Traps) (Paperback)

This book was OK. Thus the low rating. It is well written and since its chapters pretty much follow the "Marketing Planning Model" it is well outlined. But my gripe with this book is I don't see why we needed a book on the following marketing planning model in 2008:

MARKETING PLANNING MODEL
Step 1. Gather information
Step 2. Define scope
Step 3. Define brand
Step 4. Define target
Step 5. Define message
Step 6. Measure performance
Step 7. Build awareness
>>Advertising and promotion
>>Traditional media
>>Publicity
>>Interactive
Step 8. Create customer experience
Step 9. Manage customer relation
Step 10. Innovate

The above model is generic. It is common sense. It is simple. It is ancient history! Today steps 1 through 5 are givens. If a business owner cannot do them, then the business will never get off the ground, much less stay in business. What we need is a "Tips and Traps" book on Internet marketing and the ins and outs of navigating the Social Web that exists online today. Now that would have been a good book. But no, we got a book that only covers a little on the Web in Chapter 10 (Interactive Marketing).

The coverage of "Interactive Marketing" was shallow. And since that kind of marketing is so important today this book has little value for today's business world. Skip it and check out an old book on marketing from your pubic library that will cover the same material. 3 stars!

1 of 1 people found the following review helpful:

5.0 out of 5 stars Excellent Roadmap, April 9, 2008

By 

Jeffrey Caplan - See all my reviews
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This review is from: Tips and Traps for Marketing Your Business (Tips & Traps) (Paperback)

I have run several small companies, and frankly, we could have used the straightforward guidance I found in this book. One of the most valuable parts of the book was the section on brand definition. "Brand" is a buzzword everyone uses, but I'm not sure the concept is really understood, even by some very bright business people. In my past businesses, our successful brands were created more by luck than by plan. As part of our sales presentations, everyone in the company from owner to sales rep told the same unique story of how our products were developed without realizing how powerful that particular story was and how well it defined our company and brand. This section of the book helped me understand why those brands were successful, and offers a very specific approach to developing and keeping messages on track which is crucial for creating long term brand value.