Introduction 1
Part I: Getting Started with Marketing 5
Chapter 1: Optimizing Your Marketing Program 7
Chapter 2: Strengthening Your Marketing Strategy 23
Chapter 3: Writing a Marketing Plan 39
Part II: Leveraging Your Marketing Skills 63
Chapter 4: Researching Your Customers, Competitors, and Industry 65
Chapter 5: Engaging Your Marketing Imagination 85
Chapter 6: Pumping Up Your Marketing Communications 105
Part III: Advertising for Fun and Profit 123
Chapter 7: Perfecting Your Printed Materials 125
Chapter 8: Signing On to Outdoor Advertising 147
Chapter 9: Broadcasting Your Message 167
Part IV: Finding Powerful Alternatives to Advertising 183
Chapter 10: Maximizing Your Web Marketing 185
Chapter 11: Making a Positive Impression in Low-Cost Ways 209
Chapter 12: Leveraging Face-to-Face Marketing Opportunities 225
Chapter 13: Going Direct with Your Marketing 239
Part V: Selling Great Products to Anyone, Anytime, Anywhere 261
Chapter 14: Making Your Brand Stand Out 263
Chapter 15: Finding the Right Pricing Approach 283
Chapter 16: Distributing Your Product Where Your Customers Are 303
Chapter 17: Succeeding in Sales and Service 319
Part VI: The Part of Tens 339
Chapter 18: Ten Common Marketing Mistakes (And How to Avoid Them) 341
Chapter 19: Ten Tips for Boosting Web Sales 347
Index 351
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 the latest marketing trends and how to effectively apply them to your business. Whether it's boosting your baseline marketing skills, figuring out social media, developing a comprehensive Internet marketing strategy, or getting expert tips on effective local marketing techniques,Marketing for Dummies, 4th Editionhas everything you need in one easy-to-use and accessible guide.
Effective marketing is about knowing your customers and giving them what they want, when they want it. The latest marketing research tells us that every customer interaction is an opportunity to grow your business and your bottom line, which is why you need a results-oriented marketing plan. With this updated, practical, and savvy guide to marketing strategies that work, you can apply the skills you already have more efficiently than ever beforeMarketing For Dummies, 4th Editiongives you the structure and practical advice you need to get the most out of every marketing initiative and, ultimately, grow your business.
Before you waste any more time with ineffective and potentially costly marketing missteps, letMarketing For Dummies, 4th Editionestablish viable marketing strategies that will help your business succeed.
Alexander Hiamhas led creative retreats for top consumer and industrial firms to facilitate innovative thinking about strategic plans, branding, naming, and product ideas. He is the author ofMarketing Kit For DummiesandBusiness Innovation For Dummies.
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Marketing For Dummies von Alexander Hiam - mit der ISBN: 9781118880654
Business & Management; Marketing & Sales; Marketing u. Vertrieb; Wirtschaft u. Management, Online-Buchhandlung
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