Marketing

Alexander Hiam - Collection For Dummies

380 pages, parution le 03/06/2004

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Résumé

Marketing is the most important thing that you do in business today, even if your job title doesn't have the word marketing in it. That is because marketing, in all its varied forms, is concerned with things like attracting customers, and

Getting them to buy your product
Making sure that they are happy with their purchases
Persuading them to come back for more

What could be more important? Ever try to run a business without customers?

Marketing encompasses several specialized fields - from advertising to public relations, from selling to strategy, from database management to packaging and product design. How can you possibly be an expert at even half of these tasks? But at some point, anyone who wears a marketing hat has to handle problems in these areas and more. Marketing For Dummies shows you how.

While this guide delves deep into the classic four components of marketing - product, price, placement, and promotions - it reaches beyond the basics of how to design a simple marketing program and gives you insight into

Creating a compelling Internet strategy
Succeeding at trade shows
Producing interesting labeling, billboards, and print ads
Understanding point-of-purchase advertising

Sure, marketing can be a great deal of fun - it is, after all, a rare aspect of business where creativity is not only tolerated but essential to success. Yet in the long run, marketing is all about the bottom line. And Marketing For Dummies has a great many solutions of use to anyone who faces the challenge of finding and satisfying customers

L'auteur - Alexander Hiam

Anciennement professeur à l'Université du Massachusetts, Alexander Hiam est aujourd'hui un chef d'entreprise au succès florissant exerçant dans le conseil en management. Il est l'auteur expérimenté de plus d'une vingtaine d'ouvrages.

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Sommaire

Maximizing Your Marketing Program.
Clarifying Your Marketing Strategy.
Writing a Marketing Plan.
Researching Your Customers, Competitors, and Industry.
Engaging Your Marketing Imagination.
Pumping Up Your Marketing Communications.
Brochures, Print Ads, and Other Printed Materials.
Billboards, Banners, Signs, and More.
Radio, Video, and TV.
Marketing on the Web.
Publicity, Giveaways, and Word of Mouth.
Special Events, Trade Shows, and Other Face-to-Face Marketing Opportunities.
Direct Marketing Direct-Response Ads, Direct Mail, and Telemarketing.
Branding, Managing, and Packaging a Product.
Pricing and Price-Based Promotions.
Distribution, Retail, and Point of Purchase.
Sales and Service Essentials.
Ten Common Marketing Mistakes to Avoid.
Ten Ways to Save Money in Marketing.
Ten Quick Ways to Make More Sales.
Ten Tips for Boosting Web Sales.

Voir tout

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Alexander Hiam
Collection	For Dummies
Parution	03/06/2004
Nb. de pages	380
Format	18,5 x 23,5
Couverture	Broché
Poids	590g
Intérieur	Noir et Blanc
EAN13	9780764556005
ISBN13	978-0-7645-5600-5