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Marketing For Dummies [Paperback]

Alexander Hiam

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Book Description

Oct. 5 2009 For Dummies

Covers everything from essential marketing principles and techniques to the latest methods and trends

Want to sharpen your marketing skills to promote your products and services? Whether you're introducing a new product or jumpstarting your existing marketing plans, Marketing For Dummies, 3rd Edition, helps you get a handle on such basic marketing concepts as the four P's-product, pricing, positioning, and placement - and boost your sales with innovative new approaches.

Packed with over 25 percent new and revised material, this practical, savvy, guide shows you how to treat every aspect of interacting with customers-including customer service and the product itself - as an opportunity to grow the organization. You'll learn how to prepare hard-hitting campaigns, plan a marketing budget and stick to it, and seize new opportunities to increase customer awareness and appreciation of your product or service.

  • Explains Internet and search engine marketing to work for you
  • Helps you identify customers where you least expect them
  • Offers tips on using online resources to size up competitors
  • Covers effective product positioning in a crowded marketplace
  • Introduces guerilla and global marketing

You don't have to be a marketing genius to expand your customer base and boost sales, but you will need a little help from Marketing For Dummies, 3rd Edition.

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Frequently Bought Together

Marketing For Dummies + Branding For Dummies + Marketing Kit for Dummies
Price For All Three: CDN$ 56.35

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"...useful, practical and, above all, reader-friendly...this book certainly takes me to a new level.... I heartily recommend it". (Oldham Evening Chronicle, March 2007)

"...an invaluable, practical guide to marketing for those new to the subject..." (Marketer, September 2006) --This text refers to an alternate Paperback edition.

From the Back Cover

Learn to:
  • Communicate more powerfully and clearly

  • Utilize social media effectively

  • Launch a winning Web marketingprogram

  • Gain new customers and retain your current customers

Boost your marketing skillsto drive business results!

Whether you're introducing a new product or jumpstarting your existing marketing plans, it's more important than ever to know how to attract customers, convince them to buy, and make sure they come back for more! Packed with updated material, this practical, savvy guide gives you everything you need to boost your marketing skills to the next level — from the Internet and search engine marketing to the latest trends in guerilla marketing, viral marketing, branding, and more.

  • Designing a great marketing program — learn how to boost your marketing program and write an effective marketing plan

  • Leveraging your marketing skills — find out how to research your customers, competitors, and industry and improve your marketing communications

  • Advertising for fun and profit — get helpful tips on how to make the most of print, outdoor, and radio advertising

  • Finding powerful alternatives to advertising — discover how to advance your Web marketing, build a buzz for your brand, and go direct with marketing

  • Selling great products to anyone, anytime, and anywhere — know how to take stock of your sales skills, reach your customers, and effectively make the sale

Open the book and find:

  • Ten common marketing mistakes to avoid

  • Ways to save money in marketing

  • Tips for boosting Web sales

  • Advice on how to survive a downturn

  • Guidance on designing a positioning strategy

  • Advice on how to harness your marketing imagination

  • How to research, plan, and budget accordingly

Go to Dummies.com for videos, step-by-step photos, how-to articles, or to shop!

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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.4 out of 5 stars  17 reviews
7 of 7 people found the following review helpful
4.0 out of 5 stars Great advice with a few issues Oct. 12 2009
By Lisa Shea - Published on Amazon.com
I am a strong fan of the Dummies series. I'm not fond of the name - none of us should feel like a Dummy - but the information is good quality and takes you through step by step. This Marketing book is no exception.

There are many examples in here to help you understand their message. For example, use all means at your disposal to get your message out. T-shirts. Car signs. Press releases, targeted at buyers, not at journalists. Fill the releases with "five tips for ..." to give people concrete advice.

Your sales are made both with logic and emotion, so make sure you appeal to both sides. Explain the factual reasons that your item makes perfect sense, but also help the client to feel good about their choice. Coach them along the path, offering trial runs if possible. Maintain good relations with all your customers, even the tough ones. That grumpy customer who you ignore could easily become your strongest anti-marketing messenger, going around and spreading the word about how awful you are.

Along the same path, the customer is always right. Don't blame them, even if you're upset. Do your very best to resolve the situation and, if nothing else, leave them with the sense that they were always treated with professional calm.

In tough economic times, it can be tempting to slash prices. That creates a downward spiral that, in many cases, does not help much. Instead, compete on brilliance. Show why you are worth every penny and how your quality pays for itself. Even in rough times, people still splurge on items that are important.

Make sure your message is clear and focused. Quadruple check it for any typos or errors. Only send ONE message, don't annoy your audience with repeats. Make sure you market things you do WELL - if you spread yourself too thin, your reputation will suffer and that will affect everything you do. Always target your message exactly at one group of buyers.

Make sure you know why people choose you. What makes you distinctive?

There's a lot of good material here. You have to read wisely, though. Not all of the advice is spot-on. The book says that a full page ad in a magazine isn't as economical as a half page ad - but then later it says if you're pinching pennies to get the full page ad. Huh? It says NOT to buy any "already owned" domain name - but I know many cases where someone did that and the small cost to the current owner was well worth it, to get the wonderfully perfect name.

Still, there is a lot of good information in here. Focus on your product's strengths and play them up. Fill your pages with research, how-tos, information. Become a resource and then people will find you naturally. They will realize the great products you offer once they are there. Offer testimonials. Put your logo on everything you give away, send freebies to good customers. Network. Compliment your customers.

In the same breath they recommend all companies let their visitors rate their products freely. I realize this might be a great fit for some companies - maybe a pen vendor who has 100 different pens. If a certain pen gets poorly rated, they can just stop carrying it. But what if you're a glass blower who makes unique works? You could have a disgruntled customer who breaks their item and comes on your site to complain, and now your page permanently carries her rant. This is a feature that needs a great deal of thought before it goes into operation.

One of their most important messages is the most simple. Find ways to be happy. It will reflect in everything you do, in every interaction with potential clients and long term customers. This one basic change can make a huge difference in your entire system.
4 of 4 people found the following review helpful
5.0 out of 5 stars Great Sept. 12 2012
By tina - Published on Amazon.com
Format:Kindle Edition
This book works great if you already have a business that you are practicing or are in the beginning stages of starting. This book has exercises, questions to think about and is a great addition to have to your marketing team. I am actually in a college principles of marketing class currently and yet everything that I'm learning in class, I have already learned from the book. If you are serious about launching an effective marketing campaign, you should purchase this book.
4 of 4 people found the following review helpful
5.0 out of 5 stars Great for excellent marketers-to-be :) July 26 2011
By Monica M. - Published on Amazon.com
Format:Paperback|Verified Purchase
I'm a weird hybrid of a graphic designer and a marketer. Usually graphic designers don't like meddling into marketing world but as in my country an artist is not very well valued I just HAD to learn about Marketing and I like it :) I think I have natural skills and being a GD is just a great plus! Normally Marketers are not GD's and it becomes a problem because a Marketer has to handle graphic material almost all the time! So for me it is pretty convenient hehe :D

Now I ordered this book because sometimes one can forget about some very important things in this wide world of Marketing. A. HIam gives you just the tips to improve your skills and working with plans that actually work.

He states the main subjects very easy to understand and also in a very practical way.

I believe this book is not for beginners, nor for pro's. I think it is just for us average Marketers who want to improve a lot and then moving on on harder books. I say it is not for beginners (despite the title "for dummies") because it starts telling you things you must pre-know before actually reading this.

I would say it is almost like a great companion for everyday marketers who need once in a while a reminder of what is left to do and what could be improved.
2 of 2 people found the following review helpful
5.0 out of 5 stars It is what it is Sept. 28 2010
By Ben A. Christensen - Published on Amazon.com
The book is exactly what the title would have you believe. Covering marketing in length, not just advertising, the book is a good read for those who wish to give their small business a little extra edge.
5.0 out of 5 stars Marketing June 22 2014
By Fred William Tarr - Published on Amazon.com
Format:Kindle Edition
This is an excellent book. Written especially for the budding entrepreneur and also for the business men that think that they know it all just like myself. Going back to basics and understanding that what worked or was the norm yesterday is out of sync today in our ever changing world. This is why Marketing is sooooooooooooooo exciting and guaranteed never to be boring. This book is not just for Dummies it is to keep us current and to be vigilant and on the go 24/7.

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