Marketing for Dummies, 3ed

Ruth Mortimer, Greg Brooks, Craig Smith, Alexander Hiam

ISBN: 9788126538751

424 pages

Exclusively distributed by Penguin Books 

INR 349


Plan a successful marketing campaign and move your business forward with this fully updated edition of an established bestseller. Packed with practical advice from a team of industry experts, this readable guide features all the latest tools and techniques to help you connect with new customers and retain existing ones. From choosing the right strategy and preparing a marketing plan, to igniting your imagination and producing compelling advertising, you'll be creating a buzz and increasing profits in no time.



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: Digital Marketing

Chapter 11: Using Search Engines

Chapter 12: Tapping into Networking Sites

Chapter 13: Embracing Mobile Marketing

Chapter 14: Direct Marketing and Telemarketing

Chapter 15: Public Relations and Word of Mouth

Chapter 16: Face-to-Face Marketing

Part V: Connecting With Your Customers

Chapter 17: Branding, Managing and Packaging a Product

Chapter 18: Using Price and Promotions

Chapter 19: Distribution, Retail and Point of Purchase

Chapter 20: Sales and Service Essentials

Part VI: The Part of Tens

Chapter 21: Ten Common Marketing Mistakes to Avoid

Chapter 22: Ten (Or So) Ways to Save Money in Marketing

Chapter 23: Ten (Or So) Ideas for Lower-Cost Advertising




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