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 comprehensive Internet marketing strategy, or getting expert tips on effectivelocal marketing techniques, Marketing for Dummies, 4th Edition 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 before Marketing 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, 4th Edition establish viable marketing strategies that will helpyour business succeed.
表中的内容
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
关于作者
Alexander Hiam has led creative retreats for top consumerand industrial firms to facilitate innovative thinking aboutstrategic plans, branding, naming, and product ideas. He is theauthor of Marketing Kit For Dummies and Business Innovation For Dummies.
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