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  • Marketing
  • 點閱:1
  • 作者: by Jeanette McMurtry with Alexander Hiam
  • 出版社:John Wiley & Sons, Inc.
  • 出版年:c2017
  • 集叢名:For dummies
  • ISBN:9781119365570; 9781119365587; 9781119365556
  • 格式:EPUB 流式,PDF,JPG
  • 附註:"Learning made easy"--Cover. Includes index.

The classic, bestselling marketing guide, updated for the digital era
Marketing For Dummies, 5th Edition is the ultimate handbook for boosting your business. Whether you're a small mom-and-pop shop, a local nonprofit, or a mid-size business looking to grow, the right marketing approach can make your company or organization stand out from the crowd. This book shows you how to find, reach, and engage with your customers in a way that brings in business. This new edition, updated to align with the latest marketing revolution, introduces you to essential techniques including search engine, guerilla, global, and behavior marketing. You'll learn where to find your people, and how to give them what they want—how they want it—using behavioral techniques. You'll discover inexpensive online marketing and promotion tools, proving that budget doesn't have to be an insurmountable obstacle. You'll find up-to-date marketing plans, resources, and examples throughout to help you get out there and get your business noticed today!
 
Today's marketing treats every aspect of customer interaction—including customer service and the product itself—as an opportunity to grow. This book shows you how to harness the power of these techniques to drive traffic, boost sales, and move your business forward.
 

Turn web visibility into real-world traffic and sales
Reach the right people at the right time
Develop a cohesive marketing plan for any budget
Source locally, market dynamically, and connect with your community
Whether you're looking for fundamental marketing skills, seeking guidance on social media and analytics, or need a full-blown comprehensive web marketing strategy, this book has you covered. Marketing For Dummies, 5th Edition helps you open the door to a new, more successful phase of business.


ABOUT THE AUTHOR
Jeanette McMurtry, MBA, is a global authority, columnist, and keynote speaker on consumer behavior and psychology-based marketing strategies. Her clients have included consumer and B2B enterprises ranging from small start-ups to Fortune 100 brands. A marketing thought leader, she has contributed to Forbes, CNBC, Data & Marketing Association, DM News, and Target Marketing magazine.

  • Introduction(第1頁)
    • About This Book(第2頁)
    • Foolish Assumptions(第2頁)
    • Icons Used in This Book(第3頁)
    • Beyond the Book(第4頁)
    • Where to Go from Here(第4頁)
  • Part 1 Marketing in a Consumer-Driven World(第5頁)
    • Chapter 1 Understanding Consumers Today and What Matters Most(第7頁)
    • Chapter 2 The Psychology of Choice and How to Trigger It for Lifetime Value(第25頁)
    • Chapter 3 Laying a Foundation for Growth(第45頁)
  • Part 2 Building a Strategy for LTV and ROI(第63頁)
    • Chapter 4 Researching Your Customers, Competitors, and Industry(第65頁)
    • Chapter 5 Creating a Winning Marketing Plan(第89頁)
    • Chapter 6 Content Marketing and Marketing Content(第117頁)
  • Part 3 Creating an Omni-Channel Plan(第137頁)
    • Chapter 7 Creative That Engages the Mind(第139頁)
    • Chapter 8 Digital Tools and Tactics That Work(第165頁)
    • Chapter 9 Using Print in a Digital World(第195頁)
  • Part 4 Powerful Ways to Engage for LTV and ROI(第217頁)
    • Chapter 10 Going Direct with Data, Personalization, and Sales(第219頁)
    • Chapter 11 Building a Website That Engages and Sells(第247頁)
    • Chapter 12 Leveraging Networks and Events(第271頁)
  • Part 5 Building a Brand That Sells Again and Again(第289頁)
    • Chapter 13 Making Your Brand Stand Out(第291頁)
    • Chapter 14 Finding the Right Pricing Approach(第313頁)
    • Chapter 15 Distribution and Merchandising in an Augmented World(第329頁)
    • Chapter 16 Succeeding in Sales and Service(第345頁)
  • Part 6 The Part of Tens(第367頁)
    • Chapter 17 Ten Common Marketing Mistakes (And How to Avoid Them)(第369頁)
    • Chapter 18 Ten Ways to Measure Results (Beyond ROI)(第373頁)
  • Index(第377頁)
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