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Marketing for Dummies, 4th Edition
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Table of Contents

Introduction 1 Part I: Getting Started with Marketing 5 Chapter 1: Optimizing Your Marketing Program 7 Chapter 2: Strengthening Your Marketing Strategy 23 Chapter 3: Writing a Marketing Plan 39 Part II: Leveraging Your Marketing Skills 63 Chapter 4: Researching Your Customers, Competitors, and Industry 65 Chapter 5: Engaging Your Marketing Imagination 85 Chapter 6: Pumping Up Your Marketing Communications 105 Part III: Advertising for Fun and Profit 123 Chapter 7: Perfecting Your Printed Materials 125 Chapter 8: Signing On to Outdoor Advertising 147 Chapter 9: Broadcasting Your Message 167 Part IV: Finding Powerful Alternatives to Advertising 183 Chapter 10: Maximizing Your Web Marketing 185 Chapter 11: Making a Positive Impression in Low-Cost Ways 209 Chapter 12: Leveraging Face-to-Face Marketing Opportunities 225 Chapter 13: Going Direct with Your Marketing 239 Part V: Selling Great Products to Anyone, Anytime, Anywhere 261 Chapter 14: Making Your Brand Stand Out 263 Chapter 15: Finding the Right Pricing Approach 283 Chapter 16: Distributing Your Product Where Your Customers Are 303 Chapter 17: Succeeding in Sales and Service 319 Part VI: The Part of Tens 339 Chapter 18: Ten Common Marketing Mistakes (And How to Avoid Them) 341 Chapter 19: Ten Tips for Boosting Web Sales 347 Index 351

About the Author

Alexander Hiam has led creative retreats for top consumerand industrial firms to facilitate innovative thinking aboutstrategic plans, branding, naming, and product ideas. He is theauthor of Marketing Kit For Dummies and BusinessInnovation For Dummies.

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