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Marketing For Dummies

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en Limba Engleză Carte Paperback – 18 May 2012
How to get your business noticed, the customers flocking and your profits soaring!
Marketing is about finding and connecting with customers, getting them to buy what you′re selling and keeping them coming back again and again. Which is why, whether you run a small shop or work for a large multinational, great marketing is key to your business success. Written by a team of experts and packed with real–world examples, this third edition of the bestselling guide is the quickest, easiest way to get up and running with state–of–the–art marketing strategies, tools and techniques.
  • Get the lie of the land inexpensively research your customers, your competitors and your market, and position your business in the marketplace
  • Plan a marketing strategy develop a marketing strategy tailored to your business and write a winning marketing plan
  • Get your creative juices flowing think like a marketer and generate bold new ideas for communicating creatively with your customers
  • Produce champagne advertising on a beer budget create cost–effective advertising for all media, press releases and product placements for TV, radio and online
  • Tap the huge power of social media use social media and e–marketing tools to spread your message with viral marketing, search engines and mobile apps
  • Connect with your customers create a brand identity, design eye–catching packaging, price your products or services and provide first–class customer service
Open the book and find:
  • The latest innovations in marketing
  • How to plan your marketing strategy
  • Digital alternatives to advertising
  • How to maximise your marketing impact
  • Inexpensive market research ideas
  • Effective advertising and promotions you can do for little or no cost
  • Ways to generate new profits with direct marketing and PR
  • Tips to help you avoid common marketing mistakes
Learn to:
  • Find a marketing strategy that′s right for your business
  • Write a winning marketing plan
  • Connect with your customers and find out what they really want
  • Make use of the latest (and established) marketing techniques
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Specificații

ISBN-13: 9781119965169
ISBN-10: 1119965160
Pagini: 424
Ilustrații: illustrated
Dimensiuni: 187 x 236 x 23 mm
Greutate: 0.74 kg
Ediția: 3rd UK Edition
Editura: Wiley
Locul publicării: Chichester, United Kingdom

Public țintă

·       Small businesses owners/managers looking to market their business. Marketing students or those considering a career in marketing.

Textul de pe ultima copertă

How to get your business noticed, the customers flocking and your profits soaring!
Marketing is about finding and connecting with customers, getting them to buy what you′re selling and keeping them coming back again and again. Which is why, whether you run a small shop or work for a large multinational, great marketing is key to your business success. Written by a team of experts and packed with real–world examples, this third edition of the bestselling guide is the quickest, easiest way to get up and running with state–of–the–art marketing strategies, tools and techniques.
  • Get the lie of the land inexpensively research your customers, your competitors and your market, and position your business in the marketplace
  • Plan a marketing strategy develop a marketing strategy tailored to your business and write a winning marketing plan
  • Get your creative juices flowing think like a marketer and generate bold new ideas for communicating creatively with your customers
  • Produce champagne advertising on a beer budget create cost–effective advertising for all media, press releases and product placements for TV, radio and online
  • Tap the huge power of social media use social media and e–marketing tools to spread your message with viral marketing, search engines and mobile apps
  • Connect with your customers create a brand identity, design eye–catching packaging, price your products or services and provide first–class customer service
Open the book and find:
  • The latest innovations in marketing
  • How to plan your marketing strategy
  • Digital alternatives to advertising
  • How to maximise your marketing impact
  • Inexpensive market research ideas
  • Effective advertising and promotions you can do for little or no cost
  • Ways to generate new profits with direct marketing and PR
  • Tips to help you avoid common marketing mistakes
Learn to:
  • Find a marketing strategy that′s right for your business
  • Write a winning marketing plan
  • Connect with your customers and find out what they really want
  • Make use of the latest (and established) marketing techniques

Cuprins

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

Notă biografică

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.