The Complete Idiot's Guide to Marketing, 2nd edition, 2nd Edition

Book description

From online marketing to old-fashioned word-of-mouth, readers will find a comprehensive update on key marketing basics, as well as such topics as:

€ Guerilla marketing
€ Marketing to Boomers and Latinos
€ Online marketing
€ Targeted-but-affordable direct mail
€ Sample marketing plans for several types of small businesses (as well as a couple of larger projects)
€ Practical, do-it-yourself distribution strategies
€ Analysis of business segments and trends, and much more.

Table of contents

  1. Title Page
  2. Copyright Page
  3. Foreword
  4. Introduction
  5. Part 1 - Getting Started
    1. Chapter 1 - Solutions for Sale: What Marketing Is Really All About
    2. Chapter 2 - Tell Me a Story: Marketing Techniques in Action
    3. Chapter 3 - A Marketing Workhorse Revisited: The “Four Ps” Plus One
  6. Part 2 - Your Marketing Environment
    1. Chapter 4 - Develop Your Customer’s Imagination
    2. Chapter 5 - Customer Information: Use What You Know!
    3. Chapter 6 - Use Market Research to Guide You
    4. Chapter 7 - No More Mass Markets! Target Your Niche
    5. Chapter 8 - Watch Your Back: Checking Out the Competition
  7. Part 3 - Your Marketing Mix: Product, Price, Place, and Promotion
    1. Chapter 9 - Product Strategies
    2. Chapter 10 - When Your Product Is a Service
    3. Chapter 11 - When Your Product Is a Cause
    4. Chapter 12 - Pricing Your Offerings
    5. Chapter 13 - Channels of Distribution: How Products Get to Customers
    6. Chapter 14 - Location, Location, Location
    7. Chapter 15 - Sales Promotion
  8. Part 4 - Getting the Word Out: Advertising and Publicity
    1. Chapter 16 - The Art of Branding: Developing Your Positioning Strategy
    2. Chapter 17 - Use Your Positioning Strategy to Craft Your Ad Message
    3. Chapter 18 - When and Where to Advertise
    4. Chapter 19 - All You Need to Know About Advertising in Print
    5. Chapter 20 - Direct Mail: A Controlled First Step Toward Friends You Haven’t Met
    6. Chapter 21 - All About Broadcast Advertising: Radio and TV
    7. Chapter 22 - Advertising and the Internet
    8. Chapter 23 - Be a Publicity Hound
    9. Chapter 24 - A Smorgasbord of Stubborn Situations (and What to Do About Them)
  9. Part 5 - Here’s a Part You Can’t Pass Up! (Selling Techniques the Professionals Use)
    1. Chapter 25 - The Skills You Need to Sell
    2. Chapter 26 - Rainmaking: Selling for Professional Service Providers
  10. Part 6 - Building Your Marketing Plan
    1. Chapter 27 - Getting to Know Yourself: The Business Review
    2. Chapter 28 - The Best-Laid Plans Are Written Down
    3. Chapter 29 - Marketing Is Like Doing Dishes: It’s Never Done
  11. Appendix A - Marketing Plan: Bob’s Bottomless Boats
  12. Appendix B - Resources
  13. Index

Product information

  • Title: The Complete Idiot's Guide to Marketing, 2nd edition, 2nd Edition
  • Author(s): Sarah White
  • Release date: November 2003
  • Publisher(s): Alpha
  • ISBN: 9781440696114