Winning With Strategic Marketing: Driving Success for Startups and Small Businesses
- 2h 18m
- Dr. David Altounian, Mike Cronin
- Business Expert Press
- 2024
This book provides a comprehensive guide to marketing for leaders of small and midsized businesses, empowering them to expand and evolve their enterprises.
It offers a framework to create a fundamental marketing plan that helps business leaders understand and thrive in a competitive environment. The framework offers a step-by-step process to build a plan that will enable readers to acquire new customers, maintain existing clientele, anticipate competitors’ moves, showcase product uniqueness, grasp pricing strategies, refine branding messages, and select appropriate metrics to evaluate progress.
By adhering to our straightforward approach, readers will learn how to develop a marketing strategy that will help generate sales, profit, and customer satisfaction.
About the Author
Dr. David Altounian is an academic, business mentor, public speaker, and former tech business executive with over 30 years in marketing and executive leadership roles in leading companies such as Compaq, Dell, Motorola, and Motion Computing. Dr. Altounian earned his PhD at Oklahoma State University and his MBA at the Kellogg School of Management at Northwestern University.
Mike Cronin is a Peabody, duPont, and Murrow award-winning journalist and public relations expert with experience spanning more than two decades. He earned a master’s degree in international affairs from Columbia University and a bachelor’s degree from Trinity College Dublin.
In this Book
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What is Marketing?
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Understanding Business Economics—The Value Equation
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Basic Marketing Frameworks and Fundamentals
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Introducing the Strategic Marketing Framework
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Identifying the Product and Service Offerings
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Understanding Customers and Segments
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Understanding the Competition
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Delivering Winning Products and Services
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Developing the Key Messages
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Understanding Pricing
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The Marketing Funnel
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Advertising and Placement— Where and How to Connect to Your Target Customers
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Customer Relationship Management Tools
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Metrics That Matter
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Summary
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Bibliography
