Calgary Public Library

Marketing For Dummies

eng

no index present

non fiction

Marketing For Dummies

electronic resource

dictionaries

877770997

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, Market

At a Glance; Table of Contents; Introduction; About This Book; Foolish Assumptions; Icons Used in This Book; Beyond the Book; Where to Go from Here; Part I: Getting Started with Marketing; Chapter 1: Optimizing Your Marketing Program; Know Yourself, Know Your Customer; Finding Your Marketing Formula; Controlling Your Marketing Program; Refining Your Marketing Expectations; Revealing More Ways to Maximize Your Marketing Impact; Chapter 2: Strengthening Your Marketing Strategy; Finding and Riding a Growth Wave; Growing with a Market Expansion StrategySpecializing with a Market Segmentation StrategyDeveloping a Market Share Strategy; Designing a Positioning Strategy; Considering Other Core Strategies; Selling Innovative Products; Writing Down and Regularly Reviewing Your Strategy; Chapter 3: Writing a Marketing Plan; Grasping the Value of the Marketing Plan; Reviewing the Contents of a Good Plan; Understanding the Do's and Don'ts of Planning; Writing a Powerful Executive Summary; Preparing a Situation Analysis; Clarifying and Quantifying Your Objectives; Summarizing Your Marketing Program; Exploring Your Program's DetailsManaging Your Marketing ProgramProjecting Expenses and Revenues; Creating Your Controls; Part II: Leveraging Your Marketing Skills; Chapter 4: Researching Your Customers, Competitors, and Industry; Knowing When and Why to Do Research; Asking Really Good Questions; Paying Wisely for Market Research; Researching the Low-Cost (Or Free!) Way; Riding a Rising Tide with Demographics; Chapter 5: Engaging Your Marketing Imagination; Turning the Tide with Creativity; Applying Your Creativity; Generating Rich Ideas; Managing the Creative Process; Tapping Highly Creative ContributorsChapter 6: Pumping Up Your Marketing CommunicationsPursuing Your Communication Priorities; Communicating to the Entire Brain; Exploring Four Strategies for Boosting Your Communications' Appeal; Pull Power: Building Customer Traffic; Tightening Your Writing; Creating Great Visuals; Part III: Advertising for Fun and Profit; Chapter 7: Perfecting Your Printed Materials; Designing Printed Marketing Materials; Producing Quality, Effective Brochures; Placing a Print Ad; Chapter 8: Signing On to Outdoor Advertising; Heading Back to Basics: The Essential Sign; Going Big: Posters and BillboardsExploring the (Rather Creepy) World of Intelligent Locational AdsPutting Your Name on Portable Items; Taking Your Message to the Streets; Keeping Your Message on the Move with Transit Advertising; Chapter 9: Broadcasting Your Message; Producing Ads for Radio; Identifying Less Expensive Ways to Use the Power of Video; Designing Ads for TV and YouTube; Part IV: Finding Powerful Alternatives to Advertising; Chapter 10: Maximizing Your Web Marketing; Creating and Managing a Web Identity; Developing Your Hub Website; Following Simple Rules for Higher Traffic