Marketing For Dummies »

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.

Learn to:

• 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!

Introduction.
About This Book.
How This Book Is Organized.
Part I: Designing a Marketing Program.
Part II: Technical Skills You May Need.
Part III: Using the Components of a Marketing Program.
Part IV: The Part of Tens.
Icons Used in the Book.
Where to Go from Here.
Part I: Designing a Marketing Program.
Chapter 1: Why You Need a Marketing Program.
Chapter 2: Basic Marketing Strategy: Find a Need and Fill It.
Chapter 3: Advanced Strategy: Define Your Message.
Chapter 4: Let's Get Creative.
Part II: Technical Skills You May Need.
Chapter 5: Marketing Communication — Writing and Design.
Chapter 6: Marketing Research: Customers, Competitors, and Industries.
Part III: Using the Components of a Marketing Program.
Chapter 7: Marketing on the Web.
Chapter 8: Print Advertising.
Chapter 9: Radio and Television Advertising.
Chapter 10: Outdoor Advertising: Billboards, Banners, Signs, and More.
Chapter 11: Publicity, Premiums, and Word of Mouth.
Chapter 12: Special Events and Trade Shows.
Chapter 13: Pricing and Price-Based Promotions.
Chapter 14: Developing, Naming, and Managing Your Products.
Chapter 15: Packaging and Labeling: Dressing Products for Success.
Chapter 16: Distribution, Retail, and Point of Purchase.
Chapter 17: Sales and Service Essentials.
Chapter 18: Direct Marketing via Advertising, Telemarketing, and Direct Mail.
Part IV: The Part of Tens.
Chapter 19: (More Than) Ten Ways to Save Money in Marketing.
Chapter 20: Ten Common Marketing Mistakes.
Appendix: Writing a Marketing Plan.
Index.
Registration Card.