Book description
The classic, bestselling marketing guide, updated for the digital eraMarketing For Dummies, 5th Edition is the ultimate handbook for boosting your business. Whether you're a small mom-and-pop shop, a local nonprofit, or a mid-size business looking to grow, the right marketing approach can make your company or organization stand out from the crowd. This book shows you how to find, reach, and engage with your customers in a way that brings in business. This new edition, updated to align with the latest marketing revolution, introduces you to essential techniques including search engine, guerilla, global, and behavior marketing. You'll learn where to find your people, and how to give them what they want—how they want it—using behavioral techniques. You'll discover inexpensive online marketing and promotion tools, proving that budget doesn't have to be an insurmountable obstacle. You'll find up-to-date marketing plans, resources, and examples throughout to help you get out there and get your business noticed today!
Today's marketing treats every aspect of customer interaction—including customer service and the product itself—as an opportunity to grow. This book shows you how to harness the power of these techniques to drive traffic, boost sales, and move your business forward.
- Turn web visibility into real-world traffic and sales
- Reach the right people at the right time
- Develop a cohesive marketing plan for any budget
- Source locally, market dynamically, and connect with your community
Whether you're looking for fundamental marketing skills, seeking guidance on social media and analytics, or need a full-blown comprehensive web marketing strategy, this book has you covered. Marketing For Dummies, 5th Edition helps you open the door to a new, more successful phase of business.
Table of contents
-
- Cover
- Introduction
- Part 1: Marketing in a Consumer‐Driven World
-
Part 2: Building a Strategy for LTV and ROI
- Chapter 4: Researching Your Customers, Competitors, and Industry
-
Chapter 5: Creating a Winning Marketing Plan
- The Marketing Plan Components You Need
- Addressing the Four Ps
- Conducting a SWOT Analysis
- Focusing on Functional Alternatives
- Why Collaboration Matters So Much
- Expanding Your Target
- Creating a Working Marketing Plan
- Mapping Out Your Action Steps
- Keeping It Real: Do’s and Don’ts of Planning
- Preparing for Economic Influences
- Budgeting Your Game
- Managing Your Marketing Program
- Projecting Expenses and Revenues
- Creating Your Controls
- Chapter 6: Content Marketing and Marketing Content
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Part 3: Creating an Omni‐Channel Plan
- Chapter 7: Creative That Engages the Mind
-
Chapter 8: Digital Tools and Tactics That Work
- Exploring Digital Channels You Can’t Ignore
- Using Facebook for Engagement That Builds Sales
- Building Your Twitter Presence
- Igniting Your Social Presence on Instagram
- Expanding Your Network through LinkedIn
- Promoting Your Brand with Pinterest
- Discovering Digital Tools That Drive Brands
- Advertising on the Web
- Using Automated Customization to Work Smarter and Faster
- Chapter 9: Using Print in a Digital World
- Part 4: Powerful Ways to Engage for LTV and ROI
- Part 5: Building a Brand That Sells Again and Again
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Part 6: The Part of Tens
- Chapter 17: Ten Common Marketing Mistakes (And How to Avoid Them)
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Chapter 18: Ten Ways to Measure Results (Beyond ROI)
- Establish Clear Objectives
- Tie Your Metrics to Your Objectives
- Set Learning Priorities
- Establish a Target ROI
- Know Your Customer Lifetime Value
- Know Your Allowable Customer Acquisition Cost
- Establish Benchmarks
- Turn the Funnel Upside Down
- Adjust Your Funnel Benchmark Assumptions When You Have Real Data
- Avoid the Dashboard Trap
- About the Author
- Connect with Dummies
- End User License Agreement
Product information
- Title: Marketing For Dummies, 5th Edition
- Author(s):
- Release date: June 2017
- Publisher(s): For Dummies
- ISBN: 9781119365570
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