Marketing for dummies
Book - 2014
Whether it's boosting your baseline marketing skills, figuring out social media, or developing a comprehensive web-marketing strategy, this guide has everything you need to enter a new-- and successful-- phase of marketing your business.
Saved in:
- Subjects
- Published
-
Hoboken :
John Wiley & Sons
2014.
- Language
- English
- Main Author
- Edition
- 4th edition
- Item Description
- Previous edition: 2009.
- Physical Description
- xiv, 366 p. : ill. ; 24 cm
- ISBN
- 9781118880807
- pt. I. Getting started with marketing
- 1. Optimizing your marketing program
- Know yourself, know your customer
- Finding your marketing formula
- Controlling your marketing program
- Refining your marketing expectations
- Revealing more ways to maximize your marketing impact
- 2. Strengthening your marketing strategy
- Finding and riding a growth wave
- Growing with a market expansion strategy
- Specializing with a market segmentation strategy
- Developing a market share strategy
- Designing a positioning strategy
- Considering other core strategies
- Simplicity marketing
- Quality strategies
- Reminder strategies
- Innovative distribution strategies
- Selling innovative products
- Writing down and regularly reviewing your strategy
- 3. Writing a marketing plan
- Grasping the value of the marketing plan
- Reviewing the contents of a good plan
- Understanding the do's and don'ts of planning
- Writing a powerful executive summary
- Preparing a situation analysis
- Clarifying and quantifying your objectives
- Summarizing your marketing plan
- Exploring your program's details
- Managing your marketing program
- Projecting expenses and revenues
- Buildup forecasts
- Indicator forecasts
- Multiple scenario forecasts
- Time-period forecasts
- Creating your controls
- pt. II. Leveraging your marketing skills
- 4. Researching your customers, competitors, and industry
- Knowing when and why to do research
- Asking really good questions
- Paying wisely for market research
- Researching the low-cost (or free!) way
- Riding a rising tide with demographics
- 5. Engaging your marketing imagination
- Turning the tide with creativity
- Applying your creativity
- Generating rich ideas
- Managing the creative process
- Tapping highly creative contributors
- 6. Pumping up your marketing communications
- Pursuing your communication priorities
- Communicating to the entire brain
- Exploring four strategies for boosting your communications' appeal
- Pull power : building customer traffic
- Tightening your writing
- Creating great visuals
- pt. III. Advertising f or fun and profit
- 7. Perfecting your printed materials
- Designing printed marketing materials
- Producing quality, effective brochures
- Placing a print ad
- 8. Signing on to outdoor advertising
- Heading back to basics : the essential sign
- Going big : posters and billboards
- Exploring the world of intelligent locational ads
- Putting your name on portable items
- Taking your message to the streets
- Keeping your message on the move with transit advertising
- 9. Broadcasting your message
- Producing ads for radio
- Identifying less expensive ways to use the power of video
- Designing ads for TV and YouTube
- pt. IV. Finding powerful alternatives to advertising
- 10. Maximizing your web marketing
- Creating and managing a web identity
- Developing your hub website
- Following simple rules for higher traffic
- Adding satellites around your hub site to draw visitors
- How to advertise on the web
- Knowing how much to budget
- Understanding e-mail etiquette
- 11. Making a positive impression on low-cost ways
- Making the most of word of mouth
- Using publicity to your advantage
- Premiums : the most abused and misused medium
- 12. Leveraging face-to-face marketing opportunities
- Harnessing the power of face-to-face marketing
- Sponsoring a special event
- Putting on your own public event
- Exhibiting at trade shows and exhibitions
- 13. Going direct with your marketing
- Beating the odds with direct marketing
- Making your direct-response ads work
- Delivering direct mail
- Establishing and running a call center
- Drumming up business by phone
- Telemarketing
- pt. V. Selling great products to anyone, anytime, anywhere
- 14. Making your brand stand out
- Burning your brand into your customers' minds
- Coming up with a brand name
- Designing a product line
- Strengthening an existing product
- Identifying when and how to introduce a new product
- When to upgrade an existing product
- 15. Finding the right pricing approach
- Eyeing pricing opportunities and constraints
- Setting or changing your list price
- Designing special offers
- Staying out of trouble with the Law
- 16. Distributing your product where your customers are
- Taking a strategic approach
- Tracking down ideal distributors
- Understanding channel structure
- Reviewing retail strategies and tactics
- Stimulating sales at point of purchase
- 17. Succeeding in sales and service
- Knowing when to emphasize personal selling
- Taking stock of you sales skills
- Making the sale
- Organizing your sales force
- Compensating your sales force
- Retaining customers through great service
- pt. VI. The part of tens
- 18. Ten common marketing mistakes
- 19. Ten tips for boosting web sales.