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Marketing for Dummies, 4th Edition
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Master the latest marketing tools and trends Marketing strategies are evolving faster than ever before, and mastering the latest and greatest strategies are essential to getting results. This updated edition of the classic marketing bestseller includes new and revised material, with full coverage of the latest marketing trends and how to effectively apply them to your business. Whether it's boosting your baseline marketing skills, figuring out social media, developing a comprehensive Internet marketing strategy, or getting expert tips on effective local marketing techniques, Marketing for Dummies, 4th Edition has everything you need in one easy-to-use and accessible guide. Effective marketing is about knowing your customers and giving them what they want, when they want it. The latest marketing research tells us that every customer interaction is an opportunity to grow your business and your bottom line, which is why you need a results-oriented marketing plan. With this updated, practical, and savvy guide to marketing strategies that work, you can apply the skills you already have more efficiently than ever before Marketing For Dummies, 4th Edition gives you the structure and practical advice you need to get the most out of every marketing initiative and, ultimately, grow your business. Maximize the lifetime value of your customers Connect web marketing strategies to real world traffic and sales Implement local sourcing to boost local and regional marketing initiatives Focus your online marketing strategy to target only qualified buyers Before you waste any more time with ineffective and potentially costly marketing missteps, let Marketing For Dummies, 4th Edition establish viable marketing strategies that will help your business succeed.
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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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