Marketing for Dummies

Introduction

Part I Where You Are, Where You're Going
1 Making the Most of Your Marketing
2 Clarifying Your Marketing Strategy
3 Writing a Marketing Plan

Part II Creative Thinking, Powerful Marketing
4 Researching Your Customers, Competitors and Industry
5 Harnessing Creativity in Your Business
6 Making Your Marketing Communications More Powerful

Part III Advertising Everyone can Do
7 Brochures, Press Ads and Print
8 Signs, Posters and More
9 TV and Radio Ads (or Your Own Show!)

Part IV Powerful Alternatives to Advertising
10 E-marketing
11 Using Search Engines
12 Tapping into Networking Sites
13 Direct Marketing and Telemarketing
14 Public Relations and Word of Mouth
15 Face-to-Face Marketing

Part V Connecting With Your Customers
16 Branding, Managing and Packaging a Product
17 Using Price and Promotions
18 Distribution, Retail and Point of Purchase
19 Sales and Service Essentials

Part VI The Part of Tens
20 Ten Common Marketing Mistakes to Avoid
21 Ten (Or So) Ways to Save Money in Marketing
22 Ten (Or So) Ideas for Lower-Cost Advertising

Index