Marketing For Dummies, 6th Edition

Introduction

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

Science gives us data and analytics to understand and predict consumer behavior. Psychology sheds light on what really drives thoughts and choice. Art enables us to creatively engage and speak to consumers, and technology allows us to communicate personally and powerfully, and deliver on customers’ expectations for products, marketing, and purchasing options. The key to successful marketing for any brand, business-to-business (B2B) or business-to-consumer (B2C), is to skillfully blend all of those tools and more.

Given how fragmented consumers’ attention is from daily exposure to thousands of ads, all the social media channels on which we live, and the many shopping options consumers across industries now demand, it’s increasingly important to craft a marketing plan designed to deliver strong returns on marketing investments as well as sustainable sales.

On top of all that, the fundamentals of human behavior remain unchanged, yet the rules of marketing continue to change. This book contains the insights, tips, and tactics you need to build successful and sustainable brands, marketing programs, and campaigns. Whether you are a small business owner or operator, or a marketing executive of a large enterprise, Marketing For Dummies enlightens you on what really drives consumers to purchases and loyalty, and how to build and execute messaging, ...