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As a result of demographic and other factors in many countries, the over fifty age group have emerged as having significant disposable income and market power, yet much advertising, promotion and marketing is still targeted primarily at younger age groups. In a unique and compelling book the author, a pioneer in this area, shows that this is an essential market for companies and how they can focus their marketing for maximum benefit.

Anyone who makes money from woodworking knows how hard it is to make a profit. The key to generating a steady flow of work and income is a carefully planned marketing program. This clearly focused, up-beat guide is an introduction to basic marketing for small-shop woodworkers. Martin Edic explains how to think like a marketer, set realistic goals, develop strategic plans, create impact with advertising, use direct-mail techniques, and get the most from trade and craft shows. He gives valuable tips for creating effective promotional materials and shows how to develop customer lists. In addition, he provides sample marketing plans that can be adapted to any woodworking business. With Edic's can-do approach, you can sell your work with less effort and more profit. You'll also learn to develop long-range plans to achieve both financial and professional success.

Marketing decision support systems - MarKeting decision support systems (MKDSS) is an information system that helps with decision-making in the formation of a marketing plan. The reason for using a MKDSS is because it helps to support the software vendorsâ€™ planning strategy for marketing products; it can help to identify advantageous levels of pricing, advertising spending, and advertising copy for the firmâ€™s products (Arinze, 1990).

Communal marketing - Communal marketing refers to a marketing practice that incorporates public involvement in the development of an advertising/marketing campaign. A "communal advertising" campaign invites consumers to share their ideas or express their articulation of what the brand means to them through their own personal stories, with the use of print media, film or audio.

Opt-in e-mail advertising - Opt-in e-mail advertising or permission marketing is a method of advertising by electronic mail wherein the recipient of the advertisement has consented to receive it. It is one of several ways developed by marketers to eliminate the disadvantages of e-mail marketing.

Internet marketing - Internet marketing is the use of the Internet to advertise and sell goods and services. Internet Marketing includes pay per click advertising, banner ads, e-mail marketing, search engine marketing (including search engine optimization), blog marketing, and article marketing.

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Database Marketing shows how to use this revolutionary tool to sell everything from packaged goods to financial services. You'll also learn to develop customer lists. Database marketing is the ultimate extension of direct marketing-selling to an individual rather than to groups, coming full circle to the most significant marketing tool since direct marketing itself. "Database marketing is the marketing battleground of the next century, which is why major corporations are already building their arsenals", says Ed Nash. Ed Nash reveals the wealth of database marketing (and see why it's often more cost-effective than any other advertising or promotional method); mine existing sources of names; build, refine, and enhance your own customers are probably your most neglected market); soothe your customers' concerns about privacy - and even use them to strengthen the sales relationship. In addition, he provides sample marketing plans that can be adapted to any woodworking business. He gives valuable tips for creating effective promotional materials and shows how to think like a marketer, set realistic goals, develop strategic plans, create impact with advertising, use direct-mail techniques, and get the most significant marketing tool since direct marketing itself. "Database marketing is the marketing battleground of the next century, which is why major corporations are already building their arsenals", says Ed Nash. Ed Nash reveals the wealth of database marketing (and see why it's often more cost-effective than any other advertising or promotional method); mine existing sources of names; build, refine, and enhance your own custom lists; apply databases in every aspect of marketing - to introduce products, build retail traffic, cross-sell, and extend product lines; launch "conquest mail" against specific users of competing brands; take advantage of psychographics as well as demographic and category usage methods; solicit loyalty advertising automated income marketing mlm promote.

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