The Marketing Manager's Handbook: The Keys to Sales and Marketing Success | 
 enlarge | Author: Eric Gagnon
Publisher: Internet Media
Category: Book
List Price: $39.95
Buy New: $35.69
You Save: $4.26 (11%)
New (3) Used (7) from $35.50
Rating:  5 reviews
Sales Rank: 484715
Media: Paperback
Pages: 488
Number Of Items: 1
Shipping Weight (lbs): 2.4
Dimensions (in): 9.2 x 7 x 1.6
ISBN: 1884640044
Dewey Decimal Number: 380
EAN: 9781884640049
ASIN: 1884640044
Publication Date: January 2003
Availability: Usually ships in 1-2 business days
Shipping: Expedited shipping available
Shipping: International shipping available
Condition: Product was purchased in bulk directly from the publisher, never opened, never read, condition is A++++
| |
| Similar Items:
|
| Editorial Reviews:
Book Description
The Marketing Manager's Handbook details the proven techniques required for the planning, development, and successful execution of marketing programs for companies of all sizes selling their products in business-to-business, trade, high-technology, and industrial markets. The definitive A-to-Z marketing reference for marketing, sales, and product management professionals, The Marketing Manager's Handbook is the 512-page desktop reference for marketing executives who want to improve the implementation and effectiveness of their marketing programs, to increase sales for their companies. Using real-world marketing techniques proven successful in a wide variety of companies and industries, The Marketing Manager's Handbook provides the practical insights and the advice marketing professionals need to enhance their professional development, and to increase their chances for sales success in any marketing project. The Marketing Manager's Handbook details the essential principles and tradecraft required to execute successful business-to-business marketing projects in today's challenging global environment: • Keys to developing effective marketing plans and prospect selection; • Executing sales and inquiry-generating advertising and direct mail programs; • Developing effective marketing collateral; • Using the Internet to promote and sell business-to-business products and services; • Successful trade show planning, presentation and execution; • Implementing no-nonsense, sales-boosting PR programs; • Marketing for start-ups and new product launches; • Sales turnarounds; • Many more practical marketing techniques proven in real-world applications The only goal of any marketing program is to generate sales. And the best way for marketing managers to meet this goal is through clear and persuasive presentation of their product's most compelling sales benefits, and basic, down-on-the-ground marketing execution. The Marketing Manager's Handbook is every B2B marketing manager's step-by-step roadmap for planning and executing the major marketing activities required for sales success in any company marketing project. Truly comprehensive in scope, covering 512 pages and featuring over 140 actual, proven examples of successful marketing projects and informative sidebars, The Marketing Manager's Handbook is the indispensable desktop companion for successful planning, execution, and management of virtually any marketing project faced on-the-job by today's B2B, trade, industrial, and high-technology marketing professional.
|
| Customer Reviews:
Fantastic Marketing Book Without The Jargon June 12, 2007
Michelle Bourke (Victoria, Australia)
1 out of 1 found this review helpful
I spent hours trying to find a book that was specific to the industry I worked in - Business to Business/Industrial. There was nothing available in local stores. After finding, ordering and receiving The Marketing Managers Handbook I am convinced that if you do work in this industry, it is the best investment you could make for the marketing department of your company. I bought copies for everyone in the Marketing Team and it has really helped them implement and share ideas on a local basis.
Funnily enough, the book even cited examples of marketing completed by our US parent company - that's how specific this book was! Love it and recommend it.
If you could only buy one marketing book ... April 27, 2007
Jill Konrath (St. Paul, MN United States)
1 out of 1 found this review helpful
... this should be the one you get. Eric Gagnon has packed more information into this book than any other marketing book I've seen. It's not filled with tons of theory or high level strategy. Instead, The Marketing Manager's Handbook literally helps you roll up your sleeves and get started.
You'll find excellent information and hands-on guidance in the following areas:
- Determining the appropriate marketing mix
- Effective messaging that conveys the "right" positioning
- Creating marketing deliverables
- Planning & executing direct mail & advertising campaigns
- Web site planning, design & launch
- Leveraging the internet to grow your business
- Maximizing your trade show opportunities
- and much more.
You get more good advice in EACH chapter of The Marketing Manager's Handbook than you generally get in an entire book by other authors on this topic.
If you're ready to get your marketing engine in gear, get this book!
Best book I have found on Marketing Tactics July 16, 2004
Jerry Gale (Minneapolis, MN United States)
4 out of 4 found this review helpful
Most marketing books want to deal with big picture topics like strategic planning, competitive analysis and market research. Speaking from experience, these are topics that take up a small percentage of the time for most real-life marketers at B2B corporations. Most of my time is spend on implementing marketing tactics to increase the number of sales leads that my company recieves. This book is the best book I have found for providing real-life advice on how to successfully implement the major marketing tactics that you should be using to increase sales at your company. I have been looking for a book like this for years.
A Complete Marketing Education October 27, 2003
Harold McFarland (Florida)
11 out of 11 found this review helpful
If you are looking for a book on marketing that covers every aspect of marketing including direct mail, advertising, trade shows, planning, metrics to measure success, writing copy, internet marketing, special problems of startups, and marketing turnarounds this is a book that you will want to put at the top of your list of possibilities. "The Marketing Manager's Handbook" is filled with knowledge distilled down to an understandable level and replete with illustrations and example that clearly show exactly what the author is discussing. Mr. Gagnon has a great knack for describing each concept in sufficient detail that the reader can follow along and comprehend, and yet knowing when to stop and move on to the next topic. This ability keeps the entire book tight, concise, and informative even though it is almost 500 pages. Examining in detail both the practical and theoretical sides of marketing "The Marketing Manager's Handbook" is a complete marketing education and a very highly recommended read.
A recommended "how-to" primer, reference, and resource guide September 14, 2003
Midwest Book Review (Oregon, WI USA)
10 out of 10 found this review helpful
Authoritatively written by Eric Gagon (President of GAA, a successful marketing, product development, and professional development consulting firm), The Marketing Manager's Handbook presents practical and proven marketing techniques for business-to-business, trade, industrial, and high technology markets. Step-by-step guidelines, extensive examples and illustrations, warnings of common pitfalls, and more, fill the pages of this exhaustive and very highly recommended "how-to" primer, reference, and resource guide for anyone charged with sales and marketing managerial duties and responsibilities for operation ranging from a small localized operation right up to an international conglomerate.
|
|
|
