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.
product or service], from your perspective?” The answers to this question usually focus on one or, at most, a few features or aspects of your business. Finding out how your customers identify your strengths is a boon to your marketing strategy. After you know what you do best, you can focus on telling the story about that best feature whenever you advertise, do publicity, or communicate with your market in any way. You can also concentrate your spending and improvement efforts on the factors
each issue need to be placed and what the topics of future issues will be. After you’ve collected a selection of rate sheets from magazines or newspapers, take a hard look at the pricing. How expensive is the average ad (in the middle of the size range for each publication)? The answer may be a broad number. If a single ad costs one-twentieth (5 percent) or more of your marketing budget for the entire year, throw that rate sheet away and forget about advertising in that publication. You need
how. Knowing what your sign can do Signs have a limited ability to accomplish marketing goals — but perhaps not as limited as you may think. You can use signs to help people find you, starting with a sign near the freeway exit and ending with signs marking the entrance to your store or parking lot. Numerous businesses make finding themselves difficult. Case in point: My office in Amherst, Massachusetts, is near the main campus for the University of Massachusetts at Amherst, the biggest college
simply being clear about whom to target and whether to market to them in an informational or emotional manner, you ensure that your marketing program has a clear focus. Identifying and playing up your strengths One of the best steps you can take as a marketer is to find your chief strengths and build on them so you can add an additional degree of focus and momentum to your marketing program. The key is to always think about what you do well for the customer (don’t get hung up on shortcomings)
around which your site will be organized. In my opinion, when a home page has too many tabs or buttons, nobody can find anything, and viewers tend to get frustrated and migrate away to some competing site that’s easier to use. Also help visitors click from one section or page to another in your site based on content-oriented links (for example, under the topic Warranties, link to Submitting a Claim). Streaming video, animation, and database management: You can use these technologies as important