Marketing for Dummies, 3ed
ISBN: 9788126538751
424 pages
For more information write to us at: acadmktg@wiley.com
Description
Plan a successful marketing campaign and move your business forward with this fully updated edition of an established bestseller. Packed with practical advice from a team of industry experts, this readable guide features all the latest tools and techniques to help you connect with new customers and retain existing ones. From choosing the right strategy and preparing a marketing plan, to igniting your imagination and producing compelling advertising, you'll be creating a buzz and increasing profits in no time.
Introduction
Part I: Where You Are, Where You're Going
Chapter 1: Making the Most of Your Marketing
Chapter 2: Clarifying Your Marketing Strategy
Chapter 3: Writing a Marketing Plan
Part II: Creative Thinking, Powerful Marketing
Chapter 4: Researching Your Customers, Competitors and Industry
Chapter 5: Harnessing Creativity in Your Business
Chapter 6: Making Your Marketing Communications More Powerful
Part III: Advertising Everyone can Do
Chapter 7: Brochures, Press Ads and Print
Chapter 8: Signs, Posters and More
Chapter 9: TV and Radio Ads (Or Your Own Show!)
Part IV: Powerful Alternatives to Advertising
Chapter 10: Digital Marketing
Chapter 11: Using Search Engines
Chapter 12: Tapping into Networking Sites
Chapter 13: Embracing Mobile Marketing
Chapter 14: Direct Marketing and Telemarketing
Chapter 15: Public Relations and Word of Mouth
Chapter 16: Face-to-Face Marketing
Part V: Connecting With Your Customers
Chapter 17: Branding, Managing and Packaging a Product
Chapter 18: Using Price and Promotions
Chapter 19: Distribution, Retail and Point of Purchase
Chapter 20: Sales and Service Essentials
Part VI: The Part of Tens
Chapter 21: Ten Common Marketing Mistakes to Avoid
Chapter 22: Ten (Or So) Ways to Save Money in Marketing
Chapter 23: Ten (Or So) Ideas for Lower-Cost Advertising
Index