Synopses & Reviews
Learn to:Communicate more powerfully and clearly
Utilize social media effectively
Launch a winning Web marketingprogram
Gain new customers and retain your current customers
Boost your marketing skillsto drive business results!
Whether you're introducing a new product or jumpstarting your existing marketing plans, it's more important than ever to know how to attract customers, convince them to buy, and make sure they come back for more! Packed with updated material, this practical, savvy guide gives you everything you need to boost your marketing skills to the next level — from the Internet and search engine marketing to the latest trends in guerilla marketing, viral marketing, branding, and more.
Designing a great marketing program — learn how to boost your marketing program and write an effective marketing plan
Leveraging your marketing skills — find out how to research your customers, competitors, and industry and improve your marketing communications
Advertising for fun and profit — get helpful tips on how to make the most of print, outdoor, and radio advertising
Finding powerful alternatives to advertising — discover how to advance your Web marketing, build a buzz for your brand, and go direct with marketing
Selling great products to anyone, anytime, and anywhere — know how to take stock of your sales skills, reach your customers, and effectively make the sale
Open the book and find:
Ten common marketing mistakes to avoid
Ways to save money in marketing
Tips for boosting Web sales
Advice on how to survive a downturn
Guidance on designing a positioning strategy
Advice on how to harness your marketing imagination
How to research, plan, and budget accordingly
Go to Dummies.com for videos, step-by-step photos, how-to articles, or to shop!
Synopsis
Marketing For Dummies, 3rd Edition includes over 25 percent new and revised material designed to help readers get a handle on marketing, from boosting their marketing skills to internet and search engine marketing and the latest trends in guerilla and global marketing.
Synopsis
Covers everything from essential marketing principles and techniques to the latest methods and trends
Want to sharpen your marketing skills to promote your products and services? Whether you're introducing a new product or jumpstarting your existing marketing plans, Marketing For Dummies, 3rd Edition, helps you get a handle on such basic marketing concepts as the four P's-product, pricing, positioning, and placement - and boost your sales with innovative new approaches.
Packed with over 25 percent new and revised material, this practical, savvy, guide shows you how to treat every aspect of interacting with customers-including customer service and the product itself - as an opportunity to grow the organization. You'll learn how to prepare hard-hitting campaigns, plan a marketing budget and stick to it, and seize new opportunities to increase customer awareness and appreciation of your product or service.
- Explains Internet and search engine marketing to work for you
- Helps you identify customers where you least expect them
- Offers tips on using online resources to size up competitors
- Covers effective product positioning in a crowded marketplace
- Introduces guerilla and global marketing
You don't have to be a marketing genius to expand your customer base and boost sales, but you will need a little help from Marketing For Dummies, 3rd Edition.
About the Author
Alexander Hiam is the author of more than 20 popular books on business. Formerly a professor at the business school at the University of Massachusetts, Amherst, he has had many Fortune 500 firms and large U.S. government agencies as his clients.
Table of Contents
Introduction.Part I: Designing a Great Marketing Program.
Chapter 1: Optimizing Your Marketing Program.
Chapter 2: Strengthening Your Marketing Strategy.
Chapter 3: Writing a Marketing Plan.
Part II: Leveraging Your Marketing Skills.
Chapter 4: Researching Your Customers, Competitors, and Industry.
Chapter 5: Engaging Your Marketing Imagination.
Chapter 6: Pumping Up Your Marketing Communications.
Part III: Advertising for Fun and Profit.
Chapter 7: Perfecting Your Printed Materials.
Chapter 8: Signing On to Outdoor Advertising.
Chapter 9: Broadcasting Your Message.
Part IV: Finding Powerful Alternatives to Advertising.
Chapter 10: Maximizing Your Web Marketing.
Chapter 11: Making a Positive Impression in Low-Cost Ways.
Chapter 12: Leveraging Face-to-Face Marketing Opportunities.
Chapter 13: Going Direct with Your Marketing.
Part V: Selling Great Products to Anyone, Anytime, Anywhere.
Chapter 14: Making Your Brand Stand Out.
Chapter 15: Finding the Right Pricing Approach.
Chapter 16: Distributing Your Product Where Your Customers Are.
Chapter 17: Succeeding in Sales and Service.
Part VI: The Part of Tens.
Chapter 18: Ten Common Marketing Mistakes (And How to Avoid Them).
Chapter 19: Ten Ways to Launch Guerilla Marketing Attacks.
Chapter 20: Ten (Or So) Ways to Survive Sales Downturns.
Chapter 21: Ten (Plus One) Tips for Boosting Web Sales.
Index.