Marketing for Dummies

Marketing for Dummies

3.31 (206 ratings by Goodreads)
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Description

Marketing is the most important thing that you do in business today, even if your job title doesn't have the word marketing in it. That is because marketing, in all its varied forms, is concerned with things like attracting customers, and * Getting them to buy your product * Making sure that they are happy with their purchases * Persuading them to come back for more What could be more important? Ever try to run a business without customers? Marketing encompasses several specialized fields -- from advertising to public relations, from selling to strategy, from database management to packaging and product design. How can you possibly be an expert at even half of these tasks? But at some point, anyone who wears a marketing hat has to handle problems in these areas and more. Marketing For Dummies shows you how.
While this guide delves deep into the classic four components of marketing -- product, price, placement, and promotions -- it reaches beyond the basics of how to design a simple marketing program and gives you insight into * Creating a compelling Internet strategy * Succeeding at trade shows * Producing interesting labeling, billboards, and print ads * Understanding point-of-purchase advertising Sure, marketing can be a great deal of fun -- it is, after all, a rare aspect of business where creativity is not only tolerated but essential to success. Yet in the long run, marketing is all about the bottom line. And Marketing For Dummies has a great many solutions of use to anyone who faces the challenge of finding and satisfying customers.
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Product details

  • Paperback | 408 pages
  • 187.96 x 231.14 x 22.86mm | 589.67g
  • Hungry Minds Inc,U.S.
  • Foster City, United States
  • English
  • Revised
  • 2nd Revised edition
  • 0764556002
  • 9780764556005
  • 2,359,865

Table of contents

Introduction.Part I: Designing a Great Marketing Program.Chapter 1: Maximizing Your Marketing Program.Chapter 2: Clarifying 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: Brochures, Print Ads, and Other Printed Materials.Chapter 8: Billboards, Banners, Signs, and More.Chapter 9: Radio, Video, and TV.Part IV: Finding Powerful Alternatives to Advertising.Chapter 10: Marketing on the Web.Chapter 11: Publicity, Giveaways, and Word of Mouth.Chapter 12: Special Events, Trade Shows, and Other Face-to-Face Marketing Opportunities.Chapter 13: Direct Marketing: Direct-Response Ads, Direct Mail, and Telemarketing.Part V: Selling Great Products to Anyone, Anytime, Anywhere.Chapter 14: Branding, Managing, and Packaging a Product.Chapter 15: Pricing and Price-Based Promotions.Chapter 16: Distribution, Retail, and Point of Purchase.Chapter 17: Sales and Service Essentials.Part VI: The Part of Tens.Chapter 18: Ten Common Marketing Mistakes to Avoid.Chapter 19: Ten Ways to Save Money in Marketing.Chapter 20: Ten Quick Ways to Make More Sales.Chapter 21: Ten Tips for Boosting Web Sales.Index.
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About Alexander Hiam

Alexander Hiam, MBA, is a corporate consultant whose clients include many Fortune 500 companies. He has written numerous books and taught advertising and marketing at the University of Massachusetts at Amherst.
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Rating details

206 ratings
3.31 out of 5 stars
5 17% (35)
4 23% (48)
3 39% (81)
2 15% (31)
1 5% (11)
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