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Innovation and Best Practice
for Business Success

Established 1967



High Impact Marketing That Gets Results

High Impact Marketing That Gets Results

Ardi Kolah

£19.99

This book discusses how to get more from less by applying frugality to every marketing activity undertaken, as well as showing how to maximise time and resources to achieve powerful and measurable.

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About the book

Great marketing isn't just about marketing output. It's about creating measurable business outcomes. High Impact Marketing That Gets Results is dedicated to helping marketing students and practitioners understand how to achieve an increase in profits through more cost-effective sales and marketing activities, where the return on investment is the measure of whether that goal has been achieved.

The full range of the marketing mix is covered, within the broader context of overall marketing strategy, including:

Market and customer segmentation; writing a marketing plan; understanding the marketing mix; brochures, press ads and print copy; signs, posters and ambient media; online marketing, mobile marketing; direct marketing; public relations; using promotions; top ten common marketing mistakes to avoid and top ten ways to save money in marketing.


Table Of Contents

    • Chapter - 00: Introduction;
    • Chapter - 01: Market and customer segmentation;
    • Chapter - 02: Writing a marketing plan;
    • Chapter - 03: Understanding the marketing mix;
    • Chapter - 04: Brochures, press ads and print copy;
    • Chapter - 05: Signs, posters and ambient media;
    • Chapter - 06: E-marketing, m-marketing and direct marketing;
    • Chapter - 07: Public relations;
    • Chapter - 08: Using promotions;
    • Chapter - 09: Top 10 common marketing mistakes to avoid;
    • Chapter - 10: Top 10 ways to save money in marketing


Reviews

Strategy, tactics and guidelines for improving marketing effectiveness are brought to life in this excellent marketing book. I can warmly recommend it to any student or practitioner who wants an up-to-date view on how to engage with key market and customer segments. Written in an authoritative but accessible way, the Guru in a Bottle® Series is an excellent contribution to the understanding of marketing practice.
Sir Paul Judge, President, Chartered Institute of Marketing

High Impact Marketing that Gets Results is a must read for any marketer. This book will certainly show you how to get the marketing results you'd require for any campaign. I highly recommend it!
Patrick Singh, former Head of Marketing, Microsoft

This comprehensive and insightful book has numerous real life anecdotes any serious marketing practitioner will enjoy reading.
Steve Madincea, Founder & Group Managing Director PRISM (WPP)

Serving and responding to the customer is the key driver of economic activity. It seems obvious. But doing it - day in - day out - is a relentless activity that requires structure, and the learning from others. This book is a bible of marketing. It gives both academic and practical tips. It helps to make marketing happen. Use it to ensure the prosperity of your enterprise.
Raoul Pinnell, former Chairman of Shell Brands International

As a management discipline, marketing is changing faster than ever with both the web and mobile opening up new possibilities almost on a daily basis. This book provides an invaluable insight for the student or practitioner of marketing that is looking for guidance in how best to deploy these channels in order to create high impact marketing. Essential reading.
Dusan Hamlin, Joint CEO, M&C Saatchi Mobile

Yet another incredible addition to the Guru in a Bottle® Series. This forms a comprehensive guide to high-impact, high-value campaign strategy. If you need marketing that will give you a competitive advantage then this is the only place to start. Learn from a guru to become one yourself.
Richard Teideman, CEO, London Creative

Ardi Kolah conveys his expert knowledge in this comprehensive, up-beat guide, taking complex themes and breaking them down into clear, coherent segments, each providing relevant examples and practical advice on every aspect of high-impact marketing. This book really 'lets the guru out of the bottle' and is an invaluable resource and essential reading for marketers, business managers or anybody active in the field.
Frank Saez, MD, SMG Insight/YouGov

Ardi Kolah is not only an expert on marketing but he also knows how to make everything even clearer with the use of pictures. What more could one ask for?
Quentin Blake CBE, one of the worldÂ’s foremost illustrators of the 20th century

This book provides a practical and enjoyable way for non-marketing people to get to grips with marketing. Readers will increase their knowledge and understanding of the subject and, more importantly, learn how to make a difference in day-to-day decisions.
Professor Harris Beider, Coventry University

A comprehensive, indispensable, incisive guide to legal touch points for the 21st century marketing professional. Another exceptional 'plain English' offering from the Guru in a Bottle series!
Simon Clothier, General Manager, Aggreko

This book has a way of explaining complex marketing theory in an easy-to-follow and engaging manner. The author has enormous and varied experience himself on which to draw...and he does this with the skill you're accustomed to from his previous work. A must-read for aspiring marketers!
Peter Gandolfi, former Head of Brand Strategy, Nationwide

The strength of this latest book [...] is in its blending of tried and tested marketing models from the academics, with bang-up-to-date examples and anecdotal evidence from seasoned marketing practitioners [...] Kolah makes even the most complicated topics accessible and entertaining. The content is clearly signposted and sensibly organised into 10 comprehensive chapters covering a wide range of marketing topics [...] though it has an ambitiously broad scope, there's enough depth to provide those relatively new to marketing with the confidence and encouragement to get started. Its rich with best practice guides, action plans and templates to get you going [...] At a time where marketing resources are evermore stretched, this guru is cost-effective and possibly the most useful addition to your marketing team this year. Overall, this book is the best of its type that I have read in a long time. (5* review)
B2B Marketing Magazine



Book Details

  • EAN: 9780749464523
  • Edition: 1
  • Published: 3rd January 2013
  • Paperback
  • Dimensions: 234x156
  • 352 pages

About the Author

Ardi Kolah LL.M is prolific author and one of the most respected marketing and communication practitioners in the world. He holds a masters degree in law and is a fellow of the Chartered Institutes of Marketing and Public Relations, and a Liveryman of the Worshipful Company of Marketors. His unique approach had made Guru in a Bottle extremely popular throughout Europe, the USA and India.


Ardi Kolah