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The classic, bestselling marketing guide, updated for the digital era
Marketing For Dummies, 5th Edition is the ultimate handbook for boosting your business. Whether you're a small mom-and-pop shop, a local nonprofit, or a mid-size business looking to grow, the right marketing approach can make your company or organization stand out from the crowd. This book shows you how to find, reach, and engage with your customers in a way that brings in business. This new edition, updated to align with the latest marketing revolution, introduces you to essential techniques including search engine, guerilla, global, and behavior marketing. You'll learn where to find your people, and how to give them what they want--how they want it--using behavioral techniques. You'll discover inexpensive online marketing and promotion tools, proving that budget doesn't have to be an insurmountable obstacle. You'll find up-to-date marketing plans, resources, and examples throughout to help you get out there and get your business noticed today!
Today's marketing treats every aspect of customer interaction--including customer service and the product itself--as an opportunity to grow. This book shows you how to harness the power of these techniques to drive traffic, boost sales, and move your business forward.
Turn web visibility into real-world traffic and sales
Reach the right people at the right time
Develop a cohesive marketing plan for any budget
Source locally, market dynamically, and connect with your community
Whether you're looking for fundamental marketing skills, seeking guidance on social media and analytics, or need a full-blown comprehensive web marketing strategy, this book has you covered. Marketing For Dummies, 5th Edition helps you open the door to a new, more successful phase of business.
Autorentext
Jeanette McMurtry, MBA, is a global authority, columnist, and keynote speaker on consumer behavior and psychology-based marketing strategies. Her clients have included consumer and B2B enterprises ranging from small start-ups to Fortune 100 brands. A marketing thought leader, she has contributed to Forbes, CNBC, Data & Marketing Association, DM News, and Target Marketing magazine.
Zusammenfassung
The classic, bestselling marketing guide, updated for the digital era Marketing For Dummies, 5th Edition is the ultimate handbook for boosting your business. Whether you're a small mom-and-pop shop, a local nonprofit, or a mid-size business looking to grow, the right marketing approach can make your company or organization stand out from the crowd. This book shows you how to find, reach, and engage with your customers in a way that brings in business. This new edition, updated to align with the latest marketing revolution, introduces you to essential techniques including search engine, guerilla, global, and behavior marketing. You'll learn where to find your people, and how to give them what they wanthow they want itusing behavioral techniques. You'll discover inexpensive online marketing and promotion tools, proving that budget doesn't have to be an insurmountable obstacle. You'll find up-to-date marketing plans, resources, and examples throughout to help you get out there and get your business noticed today! Today's marketing treats every aspect of customer interactionincluding customer service and the product itselfas an opportunity to grow. This book shows you how to harness the power of these techniques to drive traffic, boost sales, and move your business forward.
Inhalt
Introduction 1
About This Book 2
Foolish Assumptions 2
Icons Used in This Book 3
Beyond the Book 4
Where to Go from Here 4
Part 1: Marketing in a Consumer-Driven World 5
Chapter 1: Understanding Consumers Today and What Matters Most 7
Coming to Terms with the State of the Consumer Mind 9
Addressing the Generation Gaps 9
Creating Trust Equity among Today’s Consumers 12
Defining a common purpose 13
Building relationships with customers 15
Improving Customer Experiences for Sustainability 16
Guiding the decision process with customer experience planning 17
Creating powerful experiences beyond the sales process 18
Pushing Boundaries with Guerilla Marketing 20
The Fun Theory 21
Other guerilla marketing examples 22
Guerilla marketing and community building 23
Chapter 2: The Psychology of Choice and How to Trigger It for Lifetime Value 25
The Unconscious Mind: The Real Driver of Consumer Choice 26
The influence of schemas and the unconscious mind 26
The conscious and unconscious minds often disagree 27
Psychological Drivers That Drive Sales 29
Neurotransmitters and how they affect choice 29
Moving from USPs to ESPs 31
Rewards versus loss 32
Survival insticts 32
Understanding the basics of human psychology 33
Aligning with Powerful Social Influencers 35
Authority 36
Social proof 36
Reciprocity 37
Scarcity 38
Appealing to Consumers’ Happiness and Purpose 39
Putting It All Together 42
Chapter 3: Laying a Foundation for Growth 45
Measuring the Growth Rate of Your Market 46
Responding to a Flat or Shrinking Market 47
Finding Your Best Growth Strategies 48
Go to market 49
Grow what you have for higher profitability 50
Growing a Market Segmentation Strategy 54
Customer segments 55
Niche marketing 56
Developing a Market Share Strategy 56
Define your metrics 56
Establish a benchmark 56
Do the math 58
Designing a Positioning Strategy 58
Envisioning your position: An exercise in observation and creativity 59
Aligning your positioning strategy with growth initiatives 59
Growth Hacking to Build Leads and Market Share 60
Search 60
Build links 61
Fish for emails 61
Try tripwires 61
Hire a growth hacker 62
Selling Innovative Products 62
Part 2: Building a Strategy for LTV and ROI 63
Chapter 4: Researching Your Customers, Competitors, and Industry 65
Knowing When and Why to Do Research 66
Monitoring social chatter to better understand your customers 66
Following thought leaders to get current with reality 69
Researching to discover what really drives your customers 71
Asking questions that get valid results 73
Checking Out Net Promoter Scores and How to Find Yours 75
Asking Really Good Questions on Surveys 76
Writing ESP Surveys 78
Paying Wisely for Market Research 80
Discovering Low-Cost and Even Free Ways to Find Out What Matters Most 81
Observe your customers 82
Do competitive research 83
Harness the power of one-question surveys 84
Establish a trend report 85
Probe your customer records 86
Test your marketing materials 86
Interview defectors 87
Create custom web analytics 87
Riding a Rising Tide with Demographics 88
Chapter 5: Creating a Winning Marketing Plan 89 The Ma...