Marketing For Dummies
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Marketing For Dummies

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Description

Smart marketing techniques to get your business noticed.
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.
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Product details

  • Paperback | 424 pages
  • 187 x 236 x 23mm | 740g
  • New York, United States
  • English
  • 3rd UK Edition
  • ill
  • 1119965160
  • 9781119965169
  • 94,443

Table of contents

Introduction 1


Part I: Where You Are, Where You're Going 7


Chapter 1: Making the Most of Your Marketing 9


Chapter 2: Clarifying Your Marketing Strategy 25


Chapter 3: Writing a Marketing Plan 45


Part II: Creative Thinking, Powerful Marketing 65


Chapter 4: Researching Your Customers, Competitors and Industry 67


Chapter 5: Harnessing Creativity in Your Business 87


Chapter 6: Making Your Marketing Communications More Powerful 101


Part III: Advertising Everyone can Do 111


Chapter 7: Brochures, Press Ads and Print 113


Chapter 8: Signs, Posters and More 135


Chapter 9: TV and Radio Ads (Or Your Own Show!) 153


Part IV: Powerful Alternatives to Advertising 169


Chapter 10: Digital Marketing 171


Chapter 11: Using Search Engines 193


Chapter 12: Tapping into Networking Sites 211


Chapter 13: Embracing Mobile Marketing 229


Chapter 14: Direct Marketing and Telemarketing 239


Chapter 15: Public Relations and Word of Mouth 261


Chapter 16: Face-to-Face Marketing 273


Part V: Connecting With Your Customers 287


Chapter 17: Branding, Managing and Packaging a Product 289


Chapter 18: Using Price and Promotions 309


Chapter 19: Distribution, Retail and Point of Purchase 327


Chapter 20: Sales and Service Essentials 345


Part VI: The Part of Tens 365


Chapter 21: Ten Common Marketing Mistakes to Avoid 367


Chapter 22: Ten (Or So) Ways to Save Money in Marketing 371


Chapter 23: Ten (Or So) Ideas for Lower-Cost Advertising 379


Index 383
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About Ruth Mortimer

Ruth Mortimer is the Editor of Marketing Week magazine. Greg Brooks is Global Marketing Director at media agency Mindshare. Craig Smith is the former Editor of Marketing magazine and is now Communications and Content Strategist at Persuasion Communications. Alexander Hiam is a consultant whose clients include many Fortune 500 companies.
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