Marketing for dummies /
Hiam, Alexander,author.
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.
Previous edition: 2009.
Includes index.
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.
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.
Marketing
Marketing.