Marketing Tactics Core Product = key benefit received Actual Product = Service delivered Augmented Product = Added value (or after-sales) parts of the service
Marketing Communications Ways of communicating your message
Visibility James LaRue, Library Journal.com, 15 Nov 2010 http://bit.ly/9D9LHC
How to convince your CEO Exercise
Summary Marketing is more than just the communications at the end You have various stakeholders – define your segments – and their needs/wants Analyse the environment – internal and external Base your marketing strategy on that analysis Discover what your value proposition is to each segment Plan your marketing tactics Craft your messages to suit each segment
Nicola Franklin Nicola.firstname.lastname@example.org Questions?