Marketing For Dummies
Format: PDF / Kindle (mobi) / ePub
Paperback: 384 pages
Publisher: For Dummies; 3 edition (October 5, 2009)
Product Dimensions: 9.3 x 7.4 x 0.8 inches
Shipping Weight: 1.2 pounds
Average Customer Review: 4.3 out of 5 stars See all reviews (16 customer reviews)
Amazon Best Sellers Rank: #170,068 in Books (See Top 100 in Books)
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From the Back Cover
Communicate more powerfully and clearly
Utilize social media effectively
Launch a winning Web marketingprogram
Gain new customers and retain your current customers
Boost your marketing skillsto drive business results!
Whether you're introducing a new product or jumpstarting your existing marketing plans, it's more important than ever to know how to attract customers, convince them to buy, and make sure they come back for more! Packed with updated material, this practical, savvy guide gives you everything you need to boost your marketing skills to the next level — from the Internet and search engine marketing to the latest trends in guerilla marketing, viral marketing, branding, and more.
Designing a great marketing program — learn how to boost your marketing program and write an effective marketing plan
Leveraging your marketing skills — find out how to research your customers, competitors, and industry and improve your marketing communications
Advertising for fun and profit — get helpful tips on how to make the most of print, outdoor, and radio advertising
Finding powerful alternatives to advertising — discover how to advance your Web marketing, build a buzz for your brand, and go direct with marketing
Selling great products to anyone, anytime, and anywhere — know how to take stock of your sales skills, reach your customers, and effectively make the sale
Open the book and find:
Ten common marketing mistakes to avoid
Ways to save money in marketing
Tips for boosting Web sales
Advice on how to survive a downturn
Guidance on designing a positioning strategy
Advice on how to harness your marketing imagination
How to research, plan, and budget accordingly
Go to Dummies.com for videos, step-by-step photos, how-to articles, or to shop!
About the Author
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.
take on some classic premiums, plus a broad assortment of high-quality clothing and luggage options, try Lands’ End Business Outfitters (visit www.landsend.com and click on the Business Outfitters tab or call 800-587-1541). It offers everything from aprons and sweaters to canvas bags and beach towels; it can even neatly embroider your logo and message. I recommend the company for screen-printed T-shirts, too. And although it’s known for clothing, it carries higher-end mugs, water bottles, and
charity is real, even if it doesn’t drop down to this year’s bottom line. Putting On Your Own Public Event Sometimes the best alternative is to stage a special event yourself. Perhaps none of the available sponsorship options fit your requirements. Or maybe you really need the exclusivity of your own event, a forum in which no competitors’ messages can interfere with your own. If you want to put on your own special event, check out the following sections for some sage advice. Selling
to communicate frequently and negotiate in good faith, such problems can almost always be worked out. Here are more ways to get the most out of your distribution program: Expand your distribution network. If you can add distributors or get more out of the ones you have, you may be able to make your product available to more people and increase your sales. Also consider boosting availability on the web (see Chapter 10) and using more direct-response marketing (see Chapter 13) and events (such as
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target market who are unaware of your offerings and their benefits. (How? That’s what the rest of this book is about, so keep reading!) If only one in ten prospective customers knows about your brand, then you have a 90 percent awareness gap and need to get the word out to a lot more people. If you need to communicate with customers more effectively and often, you have some options for bumping up the impact of your marketing communications and reducing the awareness gap: You can put in more