Marketing For dummies
Master the latest marketing tools and trends Marketing strategies are evolving faster than ever before, and mastering the latest and greatest strategies are essential to getting results. This updated edition of the classic marketing bestseller includes new and revised material, with full coverage of...
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| Format: | eBook |
| Language: | English |
| Published: |
Hoboken, New Jersey
John Wiley & Sons
2014
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| Edition: | 4th ed |
| Series: | For dummies
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| Subjects: | |
| Online Access: | |
| Collection: | O'Reilly - Collection details see MPG.ReNa |
Table of Contents:
- 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. VI. The part of tens
- 18. Ten common marketing mistakes
- 19. Ten tips for boosting web sales
- 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
- PART 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