Author(s): Alexander Hiam
This book covers everything from essential marketing principles and techniques to the latest methods and trends. Want to sharpen your marketing skills to promote your products and services? Whether you're introducing a new product or jump starting your existing marketing plans, "Marketing For Dummies, 3rd Edition", helps you get a handle on such basic marketing concepts as the four P's - product, pricing, positioning, and placement - and boost your sales with innovative new approaches. Packed with over 25 percent new and revised material, this practical, savvy, guide shows you how to treat every aspect of interacting with customers-including customer service and the product itself - as an opportunity to grow the organization. You'll learn how to prepare hard-hitting campaigns, plan a marketing budget and stick to it, and seize new opportunities to increase customer awareness and appreciation of your product or service. This book explains Internet and search engine marketing to work for you. It helps you identify customers where you least expect them. It offers tips on using online resources to size up competitors. It covers effective product positioning in a crowded marketplace. It introduces guerilla and global marketing. You don't have to be a marketing genius to expand your customer base and boost sales, but you will need a little help from "Marketing For Dummies, 3rd Edition".
Alexander Hiam is the author of more than 20 popular books on business. Formerly a professor at the business school at the University of Massachusetts, Amherst, he has had many Fortune 500 firms and large U.S. government agencies as his clients.
Introduction. Part I: Designing a Great Marketing Program. Chapter 1: Optimizing Your Marketing Program. Chapter 2: Strengthening Your Marketing Strategy. Chapter 3: Writing a Marketing Plan. Part II: Leveraging Your Marketing Skills. Chapter 4: Researching Your Customers, Competitors, and Industry. Chapter 5: Engaging Your Marketing Imagination. Chapter 6: Pumping Up Your Marketing Communications. Part III: Advertising for Fun and Profit. Chapter 7: Perfecting Your Printed Materials. Chapter 8: Signing On to Outdoor Advertising. Chapter 9: Broadcasting Your Message. Part IV: Finding Powerful Alternatives to Advertising. Chapter 10: Maximizing Your Web Marketing. Chapter 11: Making a Positive Impression in Low-Cost Ways. Chapter 12: Leveraging Face-to-Face Marketing Opportunities. Chapter 13: Going Direct with Your Marketing. Part V: Selling Great Products to Anyone, Anytime, Anywhere. Chapter 14: Making Your Brand Stand Out. Chapter 15: Finding the Right Pricing Approach. Chapter 16: Distributing Your Product Where Your Customers Are. Chapter 17: Succeeding in Sales and Service. Part VI: The Part of Tens. Chapter 18: Ten Common Marketing Mistakes (And How to Avoid Them). Chapter 19: Ten Ways to Launch Guerilla Marketing Attacks. Chapter 20: Ten (Or So) Ways to Survive Sales Downturns. Chapter 21: Ten (Plus One) Tips for Boosting Web Sales. Index.