Promotions 8: Marketing and Sales

Marketing is the engine that drives every business. It is a very complex business, but nothing says you cannot go up against even the biggest marketers in the world with just the right combination of cleverness, strategy, and insight. While we cannot make you brilliant marketers in this or any other book, we can outline the basics of marketing promotions and strategy and point you to the most valuable resources you can exploit on a limited promotions budget. We begin by explaining promotions and all that they entail; finding the proper mix of promotions depends on your strategy and your customer. Since you’re working on a shoestring budget, the rest of the chapter concentrates on Web-based promotions, which offer you the best exposure for your dollar. These include introductions to search engine marketing and Web advertising. The chapter goes into great detail on Web advertising, with separate sections on search advertising, banner exchanges, exit exchanges, pay-per-click networks, widget advertising, and affiliate marketing. We end with a short discussion of Customer Relationship Management, the cornerstone of building and maintaining a successful sales program.

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