A description of the activities involved in achieving specific marketing goals within a set timeframe. The plan generally includes analysis of the current market (opportunities and trends) along with detailed action plans, budgets, sales forecasts, promotional strategies, and metrics for evaluating success
Push marketing involves” pushing” your message out to an audience that did not go looking for it. Examples of push marketing include radio, TV, and newspaper advertisements, along with direct mail
Marketing that reflects on the store's overall image, rather than just a specific department's goals
When two or more companies at the same level join together to exploit a new marketing opportunity. Strategic alliances and joint ventures are examples
Marketing that considers the vertical, horizontal, and holistic dimensions of the college store's market position
A set of process for creating, communication, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders.
A metric used to calculate the degree to which spending on marketing contributes to profits; can be measured by comparing revenue gains against marketing investment
A team of marketing institutions that directs a flow of goods or services from the producer to the final consumer
The use of non-traditional creative marketing strategies and innovative thinking to create awareness and drives sales
Pull marketing occurs when you "pull" the customer into a relationship. Examples of pull marketing include an opt-in e-mail list or a web site. Other vehicles for pull marketing include articles you've written, content-rich information you've placed on the Internet, speaking engagements and word of mouth from satisfied customers