Marketing /
Marketing for dummies
by Jeanette McMurtry, MBA, with Alexander Hiam.
- 5th edition.
- xiv, 392 pages ; 23 cm.
- For dummies Learning made easy .
- Learning made easy. For dummies. .
Includes index.
Marketing in a consumer-driven world -- Understanding consumers today and what matters most -- The psychology of choice and how to trigger it for lifetime value -- Laying a foundation for growth -- Building a strategy for LTV and ROI -- Researching your customers, competitors, and industry -- Creating a winning marketing plan -- Content marketing and marketing content -- Creating an omni-channel plan -- Creative that engages the mind -- Digital tools and tactics that work -- Using print in a digital world -- Powerful ways to engage for LTV and ROI -- Going direct with data, personalization, and sales -- Building a website that engages and sells -- Leveraging networks and events -- Building a brand that sells again and again -- Making your brand stand out -- Finding the right pricing approach -- Distribution and merchandising in an augmented world -- Succeeding in sales and service -- The part of tens -- Ten common marketing mistakes (and how to avoid them) -- Ten ways to measure results (beyond ROI).
Marketing is changing, and you'll need todays techniques to make the most of every marketing dollar. Whether you're a mom-and-pop business or a global brand, the tips and techniques in this book will help you find, reach, and engage your customers in ways that generate sales and success.