Discover how to
- Understand the basics of effective marketing
- Research customers, competitors and industry
- Create a compelling marketing strategy
- Increase consumer awareness
- Satisfy clients' needs
- Boost sales
About the Author
Craig works closely with industry trade bodies the Association of Publishing Agencies and Business in the Community to promote best practice in the areas of customer magazines and cause related marketing.
Alex Hiam is a consultant, corporate trainer, and public speaker with 20 years of experience in marketing, sales, and corporate communications. He is the director of Insights, which includes a division called Insights for Marketing that offers a wide range of services for supporting and training in sales, customer service, planning, and management. His firm is also active in developing the next generation of leaders in the workplace through its Insights for Training&Development. Alex has an MBA in marketing and strategic planning from the Haas School at U.C. Berkeley and an undergraduate degree from Harvard.
He has worked as marketing manager for both smaller high-tech firms and a Fortune 100 company, and did a stint as a professor of marketing at the business school at U. Mass. Amherst.
Alex is the co-author of the best-seller, The Portable MBA in Marketing (Wiley) as well as The Vest-Pocket CEO and numerous other books and training programs. He has consulted to a wide range of companies and not-for-profit and government agencies, from General Motors and Volvo to HeathEast and the U.S. Army (a fuller list of clients is posted at www.insightsformarketing.com). Alex is also the author of a companion volume to this book, the Marketing Kit For Dummies (Wiley), which includes more detailed coverage of many of the hands-on topics involved in creating great advertising, direct mail letters, Web sites, publicity campaigns, and marketing plans. On the CD that comeswith the Marketing Kit For Dummies, you’ll find forms, checklists, and templates that may be of use to you.
Table of ContentsIntroduction.
Part I: Where You Are, Where You’re Going.
Chapter 1: Making the Most of Your Marketing.
Chapter 2: Clarifying Your Marketing Strategy.
Chapter 3: Writing a Marketing Plan.
Part II: Creative Thinking, Powerful Marketing.
Chapter 4: Researching Your Customers, Competitors, and Industry.
Chapter 5: Harnessing Creativity in Your Business.
Chapter 6: Making Your Marketing Communications More Powerful.
Part III: Advertising Everyone Can Do.
Chapter 7: Brochures, Press Ads, and Print.
Chapter 8: Signs, Posters, and More.
Chapter 9: TV and Radio Ads (Or Your Own Show!).
Part IV: Powerful Alternatives to Advertising.
Chapter 10: E-Marketing.
Chapter 11: Direct Marketing and Telemarketing.
Chapter 12: Public Relations and Word of Mouth.
Chapter 13: Face-to-Face Marketing.
Part V: Connecting with Your Customers.
Chapter 14: Branding, Managing, and Packaging a Product.
Chapter 15: Using Price and Promotions.
Chapter 16: Distribution, Retail, and Point of Purchase.
Chapter 17: Sales and Service Essentials.
Part VI: The Part of Tens.
Chapter 18: Ten Common Marketing Mistakes to Avoid.
Chapter 19: Ten (Or So) Ways to Save Money in Marketing.
Chapter 20: Ten (Or So) Ideas for Lower-Cost Advertising.