Marketing For Dummies, 5ed
ISBN: 9788126579013
Exclusively distributed by Pan Macmillan
eBook also available for institutional users

Description
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.
Introduction
About This Book
Foolish Assumptions
Icons Used in This Book
Beyond the Book
Where to Go from Here
Part 1: Marketing in a Consumer-Driven World
Chapter 1: Understanding Consumers Today and What Matters Most
Coming to Terms with the State of the Consumer Mind
Addressing the Generation Gaps
Creating Trust Equity among Today's Consumers
Defining a common purpose
Building relationships with customers
Improving Customer Experiences for Sustainability
Guiding the decision process with customer experience planning
Creating powerful experiences beyond the sales process
Pushing Boundaries with Guerilla Marketing
The Fun Theory
Other guerilla marketing examples
Guerilla marketing and community building
Chapter 2: The Psychology of Choice and How to Trigger It for Lifetime Value
The Unconscious Mind: The Real Driver of Consumer Choice
The influence of schemas and the unconscious mind
The conscious and unconscious minds often disagree
Psychological Drivers That Drive Sales
Neurotransmitters and how they affect choice
Moving from USPs to ESPs
Rewards versus loss
Survival insticts
Understanding the basics of human psychology
Aligning with Powerful Social Influencers
Authority
Social proof
Reciprocity
Scarcity
Appealing to Consumers' Happiness and Purpose
Putting It All Together
Chapter 3: Laying a Foundation for Growth
Measuring the Growth Rate of Your Market
Responding to a Flat or Shrinking Market
Finding Your Best Growth Strategies
Go to market
Grow what you have for higher profitability
Growing a Market Segmentation Strategy
Customer segments
Niche marketing
Developing a Market Share Strategy
Define your metrics
Establish a benchmark
Do the math
Designing a Positioning Strategy
Envisioning your position: An exercise in observation and creativity
Aligning your positioning strategy with growth initiatives
Growth Hacking to Build Leads and Market Share
Search
Build links
Fish for emails
Try tripwires
Hire a growth hacker
Selling Innovative Products
Part 2: Building a Strategy for LTV and ROI
Chapter 4: Researching Your Customers, Competitors, and Industry
Knowing When and Why to Do Research
Monitoring social chatter to better understand your customers
Following thought leaders to get current with reality
Researching to discover what really drives your customers
Asking questions that get valid results
Checking Out Net Promoter Scores and How to Find Yours
Asking Really Good Questions on Surveys
Writing ESP Surveys
Paying Wisely for Market Research
Discovering Low-Cost and Even Free Ways to Find Out What Matters Most
Observe your customers
Do competitive research
Harness the power of one-question surveys
Establish a trend report
Probe your customer records
Test your marketing materials
Interview defectors
Create custom web analytics
Riding a Rising Tide with Demographics
Chapter 5: Creating a Winning Marketing Plan
The Marketing Plan Components You Need
First, the basics
Now a bit more complex concepts
And now some even bigger questions
Addressing the Four Ps
Conducting a SWOT Analysis
Focusing on Functional Alternatives
Why Collaboration Matters So Much
Teaming up on CSR
Building kinship, not just relationships
Expanding Your Target
Monitoring and reacting to trends
Developing the customer experience
Creating a Working Marketing Plan
Mapping Out Your Action Steps
Step 1: Complete a situational analysis/summary
Step 2: Establish your benchmark
Step 3: Define your goals
Step 4: Take note of lessons learned
Step 5: Outline your strategy
Step 6: Commit to action items
Step 7: Build learning plans
Keeping It Real: Do's and Don'ts of Planning
Don't ignore the details
Don't get stuck in the past
Don't try to break norms
Don't engage in unnecessary spending
Do set reasonable boundaries
Do break down your plan into simple subplans
Preparing for Economic Influences
Budgeting Your Game
Managing Your Marketing Program
Projecting Expenses and Revenues
Buildup forecasts
Indicator forecasts
Multiple-scenario forecasts
Time-period forecasts
Creating Your Controls
Chapter 6: Content Marketing and Marketing Content
An Overview of Content Marketing
Creating content that delivers
Channeling your content
Creating a Credible Content Marketing Plan
Taking Advantage of User-Generated Content
Flipping to Marketing Content
Content Marketing Writing Tips for Better Results
Try the inverted pyramid
Toss out some click bait
Give ads greater stopping and sticking power
Be consistent
Be as persuasive as possible
Be professional
Part 3: Creating an Omni-Channel Plan
Chapter 7: Creative That Engages the Mind
Creating Compelling Creative
Conducting a creativity audit
Changing (almost) everything
Applying Your Creativity
Building your creative strategy
Color your creative psychologically
Words, copy, and click bait
Writing a Creative Brief
Goals
Promise and offer
Support statement
Tone or persona statement
Emotional drivers
Wannabe profiles
Color palette
Golden triangle pattern
Constraints
Execution
Applying Creativity to Branding and Much More
Creativity and product development
Creativity and branding
Simple ways to spark new ideas
Making creativity a group activity
Managing the creative process
Elevating your creative thinking
Chapter 8: Digital Tools and Tactics That Work
Exploring Digital Channels You Can't Ignore
Using Facebook for Engagement That Builds Sales
Developing a successful Facebook plan
Creating content that gets response, dialogue, and leads
Advertising on Facebook
Building Your Twitter Presence
Igniting Your Social Presence on Instagram
Expanding Your Network through LinkedIn
Groups
Engagement
Promoting Your Brand with Pinterest
Discovering Digital Tools That Drive Brands
Podcasts
Webinars
Videos
Online review sites
Fun and games work, too
Advertising on the Web
Search-term marketing
Google AdWords for ads as text, banners, and more
Getting the most out of each format
Using Automated Customization to Work Smarter and Faster
Chapter 9: Using Print in a Digital World
Creating Printed Marketing Materials
Exploring elements of successful print materials
Designing print materials that capture attention and sales
Working with a professional designer
Using online sources for design services
Doing the design on your own
Figuring out why fonts matter
Using flow for engagement and clarity
Producing Effective and Efficient Print Collateral
Designing fliers for grounded results
Developing brochures and self-mailers with specific marketing goals
Drafting an effective layout for your print brochure
Placing Print Ads That Generate Leads
Cheap but powerful publications
Ad size
Ad impact
Part 4: Powerful Ways to Engage for LTV and ROI
Chapter 10: Going Direct with Data, Personalization, and Sales
Understanding the Metrics of Direct Marketing
The Basics of Direct Marketing
Getting direct about direct marketing
The more you do, the more you get
Digging Deeper into Data
Using a CRM system
Putting DMPs and DSPs together for ROI
Creating Direct Campaigns for Direct Profitability
Messaging matters
Outside matters
Actions that matter
Mailing tips
Purchasing lists
Going Direct with Email
Triggered email
Personalized email
Testing direct
Maximizing direct response online
Integrating Call and Chat Centers
Making use of phone time
Capturing useful information about each caller
Telemarketing: To call or not
Chapter 11: Building a Website That Engages and Sells
Creating and Managing a Web Identity
Understanding what consumers expect
Standardizing your web identity
Creating an Engaging Website
Watching your KPIs
Making content king on your website
Driving traffic with content
Integrating Key Design Elements
Using the golden triangle
Developing your web persona
Going from design concepts to an actual website
Driving Traffic via SEM and SEO
Creating Landing Pages, Blogs, and More
Using landing pages effectively
Using blogs to build brands, not bog them down
Monetizing Your Web Traffic
Pay per impression
Pay per click
Chapter 12: Leveraging Networks and Events
Harnessing the Power of Social Hives
"Face" your customers: Events that inspire engagement, loyalty, and referrals
Mix it up to create interest and ROI
Launching Your Own Public Event
Hosting events with meaning
Funding and monetizing your event
Getting help managing your event
Sponsoring a Special Event
Hosting and supporting cause-related campaigns and events
Sponsoring a cause-related event
Finding a good fit
Maximizing Trade Show ROI
Building the foundation for a good booth
Locating trade shows
Selecting space on the expo floor
Doing trade shows on a dime
Getting people to your booth
Offering premiums or "swag" that works
Part 5: Building a Brand That Sells Again and Again
Chapter 13: Making Your Brand Stand Out
Building Sustainable Brand Equity
Brands defined by service
Brands defined by experiences
Brands defined by product distinctions and innovation
Telling Your Brand's Story
The characters
The plot
The climax
Branding Your Identity
Unifying your brand identity
Developing your brand's iconography
Identifying your brand's personality traits
Developing brands within brands
Updating your brand
Designing a Product Line
Eyeing depth and breadth
Managing your product line effectively
Protecting your product line and brand
Strengthening an Existing Product
Introducing New and Successful Products
Partnering with experts to build new products
Getting insights from customers
Using the significant difference strategy
Upgrading or Expanding an Existing Product
Passing the differentiation test
Passing the champion test
Branding across channels
Chapter 14: Finding the Right Pricing Approach
Pricing Opportunities and Obstacles
Raising your price and selling more
Avoiding the dangers of deep discounting
Exploring the impact of pricing on customers' purchases
Increasing profits without increasing prices
Setting or Changing Your List Price
Step 1: Consider all the influencers
Step 2: Examine your costs
Step 3: Evaluate customers' price preferences
Step 4: Consider secondary influences on price
Step 5: Set your strategic objectives
Step 6: Master the psychology of pricing
Designing Special Offers
Creating coupons and other discounts
Figuring out how much to offer
Forecasting redemption rates
Predicting the cost of special offers
Keeping special offers special
Staying on Top of U.S Regulations
Chapter 15: Distribution and Merchandising in an Augmented World
Considering Distribution Strategies
Shelf strategies to avoid getting benched
E-commerce channels pros and cons
Tracking Down Ideal Distributors
Understanding Channel Structure
Reviewing Retail Strategies and Tactics
Attracting traffic
Creating atmosphere
Developing merchandising strategies
Chapter 16: Succeeding in Sales and Service
Selling for a Lifetime
Calculating lifetime value
Understanding the importance of customer loyalty
Selling for Sustainability
Subscription and retainer--based selling
Selling channels
Getting to Yes via ESP Selling
Generating sales leads
Purchasing lists for B2B lead generation
Consultative selling
Creating sales presentations with ESP power
Responding to problems
Organizing Your Sales Force
Determining how many salespeople you need
Hiring your own or using reps
Compensating your sales force
Retaining Customers with Great Service
Part 6: The Part of Tens
Chapter 17: Ten Common Marketing Mistakes (And How to Avoid Them)
Making Assumptions
Ignoring Customer Complaints
Faking Popularity
Using Dirty Data
Competing on Price
Ignoring the Emotional Drivers of Choice
Forgetting to Edit
Offering What You Can't Deliver
Treating Customers Impersonally
Blaming the Customer
Chapter 18: Ten Ways to Measure Results (Beyond ROI)
Establish Clear Objectives
Tie Your Metrics to Your Objectives
Set Learning Priorities
Establish a Target ROI
Know Your Customer Lifetime Value
Know Your Allowable Customer Acquisition Cost
Establish Benchmarks
Turn the Funnel Upside Down
Adjust Your Funnel Benchmark Assumptions When You Have Real Data
Avoid the Dashboard Trap
Index