Marketing For Dummies, UK Edition

Häftad, Engelska, 2012

Av Ruth Mortimer, Gregory Brooks, Craig Smith, Alexander Hiam, UK) Smith, Craig (Haymarket Publishing, London, Alexander (University of Massachusetts at Amherst) Hiam

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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.

Produktinformation

Utgivningsdatum2012-05-18
Mått187 x 235 x 24 mm
Vikt765 g
FormatHäftad
SpråkEngelska
Antal sidor432
Upplaga3
FörlagJohn Wiley & Sons Inc
ISBN9781119965169

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Introduction 1Part I: Where You Are, Where You’re Going 7Chapter 1: Making the Most of Your Marketing 9Chapter 2: Clarifying Your Marketing Strategy 25Chapter 3: Writing a Marketing Plan 45Part II: Creative Thinking, Powerful Marketing 65Chapter 4: Researching Your Customers, Competitors and Industry 67Chapter 5: Harnessing Creativity in Your Business 87Chapter 6: Making Your Marketing Communications More Powerful 101Part III: Advertising Everyone can Do 111Chapter 7: Brochures, Press Ads and Print 113Chapter 8: Signs, Posters and More 135Chapter 9: TV and Radio Ads (Or Your Own Show!) 153Part IV: Powerful Alternatives to Advertising 169Chapter 10: Digital Marketing 171Chapter 11: Using Search Engines 193Chapter 12: Tapping into Networking Sites 211Chapter 13: Embracing Mobile Marketing 229Chapter 14: Direct Marketing and Telemarketing 239Chapter 15: Public Relations and Word of Mouth 261Chapter 16: Face-to-Face Marketing 273Part V: Connecting With Your Customers 287Chapter 17: Branding, Managing and Packaging a Product 289Chapter 18: Using Price and Promotions 309Chapter 19: Distribution, Retail and Point of Purchase 327Chapter 20: Sales and Service Essentials 345Part VI: The Part of Tens 365Chapter 21: Ten Common Marketing Mistakes to Avoid 367Chapter 22: Ten (Or So) Ways to Save Money in Marketing 371Chapter 23: Ten (Or So) Ideas for Lower-Cost Advertising 379Index 383