Marketing: strategy, analysis, advertising and promotion

This is the 23rd book of Alexander Karpov-a professional expert consultant for managing and increasing the efficiency of companies (work experience-since 1995), president of the Association of Effective Business, founder of the First School of Entrepreneurs.
This book is available within the framework of the project, the main purpose of which is to assist everyone who wants to create and develop their successful and effective businesses.
This book was published by the Moscow Publishing House, which was tested by the methods and technologies for developing a marketing strategy and conducting marketing analysis contained in this book, as well as tools for promoting and advertising the company and site.
Marketing is one of the most important functions of any commercial company, since the profitable (sales) and costly (research, advertising, promotion, PR, etc) part of the company"s budget, as well as its final financial and Economic condition. Therefore, the effectiveness of the marketing system and, including the marketing budget, the book pays a lot of attention.
In order to achieve very good practical results, the company needs to introduce system marketing (Smart Marketing, Smart Marketing), which should be built in accordance with the developed strategic plan and the company"s marketing strategy.
This book discusses various aspects of marketing activities, including marketing strategy, marketing research and analysis, advertising and promotion of the company as a whole and its products /services, site, etc.
When developing and implementing a marketing strategy, the author proposes to pay more attention to the use and development of strategic rather than operational marketing tools for advertising, promotion, PR, etc. Only this approach allows in the future to achieve very good efficiency of the marketing system, which will reduce the budget of advertising to almost zero, but at the same time achieve the intended strategic goals of the company. Moreover, the author calls on to boycott Yandex as a search engine, and Yandex.Direct, as a contextual advertising system, since now Yandex has become a “milking apparatus”, pumping out of companies in very large volumes for advertising, and ineffective advertising.
Since many businesses are actively working and advanced online, marketing must comply with modern conditions. Therefore, in this book, a lot of attention is paid to problems related to the promotion and advertising of sites. However, as practice shows, online methods of promotion are very well combined with some of the traditional methods of advertising and promotion. In particular, sites and books perfectly complement and mutually promote each other, so you need to take into account this feature in the development and implementation of the company"s marketing strategy.
The content of this book will be interesting for already existing companies and startups.
The book is intended for business owners, directors of companies, managers and specialists of marketing and sales services