Marketing For Dummies

Marketing For Dummies

by Alexander Hiam


$24.99 View All Available Formats & Editions

Product Details

ISBN-13: 9781118880807
Publisher: Wiley
Publication date: 05/05/2014
Series: For Dummies Series
Pages: 384
Product dimensions: 7.30(w) x 9.20(h) x 0.90(d)

About the Author

Alexander Hiam has led creative retreats for top consumer and industrial firms to facilitate innovative thinking about strategic plans, branding, naming, and product ideas. He is the author of Marketing Kit For Dummies and Business Innovation For Dummies.

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

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews

Marketing for Dummies 4.8 out of 5 based on 0 ratings. 5 reviews.
Guest More than 1 year ago
Slightly too wordy; but that's the only thing I can find wrong. The rest was all EXCELLENT! I needed a source of current marketing overview with some depth from an experienced point of view, and this one was the right pick. It kept all the options in context, gave real-world examples to support information; and most importantly, it gave me some ideas I can truly use and never would have thought of. (Not to mention it was grammatically and structurally sound, making it easy to read, follow, and understand! That's hard to find in the last few years.) Thank you Mr. Hiam!
Anonymous More than 1 year ago
very  good book to beginners . :)  
Anonymous More than 1 year ago
MarieDuncan-Wagers More than 1 year ago
I studied marketing in college and I knew with my new book, DIVORCED VIRGIN, MOTHER OF TWO, I needed to do some brusing up in the field. With the web marketing has changed beyond any advertising I had ever been taught. However, in MARKETING FOR DUMMIES uses the common basics of marketing with today's technology. If you or someone you know is starting a business or like me promoting a new book, give them the great gift of MARKETING FOR DUMMIES. It will be the greatest gift you could give and the best one your friend will receive. Marie Duncan-Wagers
JJCobb More than 1 year ago
Also check out "The Next Evolution of Marketing - Marketing With Meaning" by Bob Gilbreath. Search MWM4ME to find a link for a free chapter. Available until noon of Oct. 6