Marketing For Dummies, 5th Edition

Introduction

Marketing is part science, part art and is truly one of the most fulfilling roles you can play in business.

Today, marketing embodies science through data and predictive analytics; psychology through consumer behavior studies and applications; emotions through events and engagement that spark inspiration and excitement; technology that breaks down boundaries; and art that invites imagination, innovation, and creativity beyond limits. And, as you read throughout this book, marketing involves fun and games, too.

But even with all the technologies available to create compelling programs to take products to market and capture a consumer’s lifetime value, marketing is a challenging endeavor. Consumer expectations and demands change frequently, their attention becomes increasingly fragmented due to all the time spent on mobile and social channels, and they have more purchasing options than ever because e‐commerce took down all the walls and barriers associated with location.

This edition of Marketing For Dummies helps you get a solid and working understanding of the marketing strategies, techniques, and technologies proven for today’s markets and consumer‐driven world that can help you build your business, no matter your size or whether you’re in B2B or B2C.

To succeed in any field of business, you need to clearly communicate what you do in a way that’s personally relevant, compelling, and exciting and taps into your customers’ aspirations, values, and ideals. You also ...