Marketing For Dummies

Master the latest marketing tools and trends Marketing strategies are evolving faster than ever before, andmastering the latest and greatest strategies are essential togetting results. This updated edition of the classic marketingbestseller includes new and revised material, with full coverage ofthe latest marketing trends and how to effectively apply them toyour business. Whether it's boosting your baseline marketingskills, figuring out social media, developing a comprehensiveInternet marketing strategy, or getting expert tips on effectivelocal marketing techniques, Marketing for Dummies, 4thEdition has everything you need in one easy-to-use andaccessible guide. Effective marketing is about knowing your customers and givingthem what they want, when they want it. The latest marketingresearch tells us that every customer interaction is an opportunityto grow your business and your bottom line, which is why you need aresults-oriented marketing plan. With this updated, practical, andsavvy guide to marketing strategies that work, you can apply theskills you already have more efficiently than ever beforeMarketing For Dummies, 4th Edition gives you the structureand practical advice you need to get the most out of everymarketing initiative and, ultimately, grow your business. Maximize the lifetime value of your customers Connect web marketing strategies to real world traffic andsales Implement local sourcing to boost local and regional marketinginitiatives Focus your online marketing strategy to target only qualifiedbuyers Before you waste any more time with ineffective and potentiallycostly marketing missteps, let Marketing For Dummies, 4thEdition establish viable marketing strategies that will helpyour business succeed.

Autorentext

Alexander Hiam has 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 of Marketing Kit For Dummies and Business Innovation For Dummies.

Klappentext

Learn to:

• Craft a strategic and creative marketing plan
• Conduct market research to inform your decisions
• Deliver your message to customers where they actually are
• Get your pricing, distribution, and sales in order
  Everything you need to become a marketing guru

Whether it's boosting your baseline marketing skills, figuring out social media, or developing a comprehensive web-marketing strategy, this updated edition of the classic marketing bestseller has everything you need. Prepare to enter a newand successfulphase of marketing your business.

• Make your mark get to know your customer, strengthen your strategy, and write a winning marketing plan
• Beat the competition research your customers, competitors, and industry; engage your marketing imagination; and pump up your marketing communications
• Message effectively maximize your advertising efforts with perfect print and e-brochures, outstanding outdoor ads, unbeatable broadcast messages, and more
• Practice Marketing 2.0 drive traffic to your brand by providing expert content online and using social media to engage with consumers

• Brand boldly establish a brand identity, create a logo, design a product line, and burn your brand into your customers' minds
  Open the book and find:

• When and why to do market research
• The latest on QR codes, web marketing, and social media
• Face-to-face marketing opportunities worth embracing
• How to beat the odds with direct marketing
• Ways to make your brand stand out
• Guidance on succeeding in sales and service
• Common marketing mistakes to avoid
• Tips for boosting web sales

Zusammenfassung
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 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 Edition has 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 before Marketing For Dummies, 4th Edition gives you the structure and practical advice you need to get the most out of every marketing initiative and, ultimately, grow your business.

• Maximize the lifetime value of your customers
• Connect web marketing strategies to real world traffic and sales
• Implement local sourcing to boost local and regional marketing initiatives
• Focus your online marketing strategy to target only qualified buyers
  Before you waste any more time with ineffective and potentially costly marketing missteps, let Marketing For Dummies, 4th Edition establish viable marketing strategies that will help your business succeed.

Inhalt

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