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Marketing For Dummies Jeanette Thomas McMurtry

Marketing For Dummies By Jeanette Thomas McMurtry

Marketing For Dummies by Jeanette Thomas McMurtry

Condition - Very Good
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The classic, bestselling marketing guide, updated for the digital era Marketing For Dummies, 5th Edition is the ultimate handbook for boosting your business.

Marketing For Dummies Summary

Marketing For Dummies by Jeanette Thomas McMurtry

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 Jeanette Thomas McMurtry

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.

Table of Contents

Introduction 1 About This Book 2 Foolish Assumptions 2 Icons Used in This Book 3 Beyond the Book 4 Where to Go from Here 4 Part 1: Marketing in a Consumer-Driven World 5 Chapter 1: Understanding Consumers Today and What Matters Most 7 Coming to Terms with the State of the Consumer Mind 9 Addressing the Generation Gaps 9 Creating Trust Equity among Today's Consumers 12 Defining a common purpose 13 Building relationships with customers 15 Improving Customer Experiences for Sustainability 16 Guiding the decision process with customer experience planning 17 Creating powerful experiences beyond the sales process 18 Pushing Boundaries with Guerilla Marketing 20 The Fun Theory 21 Other guerilla marketing examples 22 Guerilla marketing and community building 23 Chapter 2: The Psychology of Choice and How to Trigger It for Lifetime Value 25 The Unconscious Mind: The Real Driver of Consumer Choice 26 The influence of schemas and the unconscious mind 26 The conscious and unconscious minds often disagree 27 Psychological Drivers That Drive Sales 29 Neurotransmitters and how they affect choice 29 Moving from USPs to ESPs 31 Rewards versus loss 32 Survival insticts 32 Understanding the basics of human psychology 33 Aligning with Powerful Social Influencers 35 Authority 36 Social proof 36 Reciprocity 37 Scarcity 38 Appealing to Consumers' Happiness and Purpose 39 Putting It All Together 42 Chapter 3: Laying a Foundation for Growth 45 Measuring the Growth Rate of Your Market 46 Responding to a Flat or Shrinking Market 47 Finding Your Best Growth Strategies 48 Go to market 49 Grow what you have for higher profitability 50 Growing a Market Segmentation Strategy 54 Customer segments 55 Niche marketing 56 Developing a Market Share Strategy 56 Define your metrics 56 Establish a benchmark 56 Do the math 58 Designing a Positioning Strategy 58 Envisioning your position: An exercise in observation and creativity 59 Aligning your positioning strategy with growth initiatives 59 Growth Hacking to Build Leads and Market Share 60 Search 60 Build links 61 Fish for emails 61 Try tripwires 61 Hire a growth hacker 62 Selling Innovative Products 62 Part 2: Building a Strategy for LTV and ROI 63 Chapter 4: Researching Your Customers, Competitors, and Industry 65 Knowing When and Why to Do Research 66 Monitoring social chatter to better understand your customers 66 Following thought leaders to get current with reality 69 Researching to discover what really drives your customers 71 Asking questions that get valid results 73 Checking Out Net Promoter Scores and How to Find Yours 75 Asking Really Good Questions on Surveys 76 Writing ESP Surveys 78 Paying Wisely for Market Research 80 Discovering Low-Cost and Even Free Ways to Find Out What Matters Most 81 Observe your customers 82 Do competitive research 83 Harness the power of one-question surveys 84 Establish a trend report 85 Probe your customer records 86 Test your marketing materials 86 Interview defectors 87 Create custom web analytics 87 Riding a Rising Tide with Demographics 88 Chapter 5: Creating a Winning Marketing Plan 89 The Marketing Plan Components You Need 90 First, the basics 90 Now a bit more complex concepts 91 And now some even bigger questions 92 Addressing the Four Ps 92 Conducting a SWOT Analysis 93 Focusing on Functional Alternatives 95 Why Collaboration Matters So Much 96 Teaming up on CSR 97 Building kinship, not just relationships 98 Expanding Your Target 100 Monitoring and reacting to trends 101 Developing the customer experience 101 Creating a Working Marketing Plan 102 Mapping Out Your Action Steps 104 Step 1: Complete a situational analysis/summary 104 Step 2: Establish your benchmark 104 Step 3: Define your goals 105 Step 4: Take note of lessons learned 105 Step 5: Outline your strategy 105 Step 6: Commit to action items 106 Step 7: Build learning plans 107 Keeping It Real: Do's and Don'ts of Planning 108 Don't ignore the details 108 Don't get stuck in the past 108 Don't try to break norms 108 Don't engage in unnecessary spending 109 Do set reasonable boundaries 109 Do break down your plan into simple subplans 109 Preparing for Economic Influences 110 Budgeting Your Game 111 Managing Your Marketing Program 113 Projecting Expenses and Revenues 113 Buildup forecasts 114 Indicator forecasts 115 Multiple-scenario forecasts 115 Time-period forecasts 116 Creating Your Controls 116 Chapter 6: Content Marketing and Marketing Content 117 An Overview of Content Marketing 118 Creating content that delivers 120 Channeling your content 121 Creating a Credible Content Marketing Plan 122 Taking Advantage of User-Generated Content 125 Flipping to Marketing Content 126 Content Marketing Writing Tips for Better Results 128 Try the inverted pyramid 128 Toss out some click bait 129 Give ads greater stopping and sticking power 131 Be consistent 132 Be as persuasive as possible 133 Be professional 134 Part 3: Creating an Omni-Channel Plan 137 Chapter 7: Creative That Engages the Mind 139 Creating Compelling Creative 140 Conducting a creativity audit 140 Changing (almost) everything 141 Applying Your Creativity 142 Building your creative strategy 143 Color your creative psychologically 144 Words, copy, and click bait 147 Writing a Creative Brief 149 Goals 149 Promise and offer 149 Support statement 150 Tone or persona statement 150 Emotional drivers 150 Wannabe profiles 151 Color palette 151 Golden triangle pattern 151 Constraints 151 Execution 152 Applying Creativity to Branding and Much More 153 Creativity and product development 153 Creativity and branding 154 Simple ways to spark new ideas 156 Making creativity a group activity 157 Managing the creative process 161 Elevating your creative thinking 163 Chapter 8: Digital Tools and Tactics That Work 165 Exploring Digital Channels You Can't Ignore 167 Using Facebook for Engagement That Builds Sales 167 Developing a successful Facebook plan 169 Creating content that gets response, dialogue, and leads 172 Advertising on Facebook 173 Building Your Twitter Presence 174 Igniting Your Social Presence on Instagram 175 Expanding Your Network through LinkedIn 175 Groups 176 Engagement 177 Promoting Your Brand with Pinterest 177 Discovering Digital Tools That Drive Brands 178 Podcasts 179 Webinars 181 Videos 183 Online review sites 186 Fun and games work, too 187 Advertising on the Web 189 Search-term marketing 189 Google AdWords for ads as text, banners, and more 190 Getting the most out of each format 191 Using Automated Customization to Work Smarter and Faster 192 Chapter 9: Using Print in a Digital World 195 Creating Printed Marketing Materials 197 Exploring elements of successful print materials 197 Designing print materials that capture attention and sales 198 Working with a professional designer 199 Using online sources for design services 201 Doing the design on your own 201 Figuring out why fonts matter 202 Using flow for engagement and clarity 206 Producing Effective and Efficient Print Collateral 207 Designing fliers for grounded results 207 Developing brochures and self-mailers with specific marketing goals 208 Drafting an effective layout for your print brochure 209 Placing Print Ads That Generate Leads 210 Cheap but powerful publications 212 Ad size 214 Ad impact 215 Part 4: Powerful Ways to Engage for LTV and ROI 217 Chapter 10: Going Direct with Data, Personalization, and Sales 219 Understanding the Metrics of Direct Marketing 220 The Basics of Direct Marketing 222 Getting direct about direct marketing 224 The more you do, the more you get 225 Digging Deeper into Data 225 Using a CRM system 226 Putting DMPs and DSPs together for ROI 228 Creating Direct Campaigns for Direct Profitability 231 Messaging matters 231 Outside matters 232 Actions that matter 233 Mailing tips 234 Purchasing lists 235 Going Direct with Email 237 Triggered email 239 Personalized email 240 Testing direct 241 Maximizing direct response online 243 Integrating Call and Chat Centers 244 Making use of phone time 245 Capturing useful information about each caller 245 Telemarketing: To call or not 245 Chapter 11: Building a Website That Engages and Sells 247 Creating and Managing a Web Identity 248 Understanding what consumers expect 249 Standardizing your web identity 250 Creating an Engaging Website 251 Watching your KPIs 252 Making content king on your website 255 Driving traffic with content 256 Integrating Key Design Elements 259 Using the golden triangle 259 Developing your web persona 260 Going from design concepts to an actual website 261 Driving Traffic via SEM and SEO 263 Creating Landing Pages, Blogs, and More 266 Using landing pages effectively 266 Using blogs to build brands, not bog them down 268 Monetizing Your Web Traffic 269 Pay per impression 270 Pay per click 270 Chapter 12: Leveraging Networks and Events 271 Harnessing the Power of Social Hives 271 "Face" your customers: Events that inspire engagement, loyalty, and referrals 273 Mix it up to create interest and ROI 276 Launching Your Own Public Event 276 Hosting events with meaning 277 Funding and monetizing your event 277 Getting help managing your event 278 Sponsoring a Special Event 279 Hosting and supporting cause-related campaigns and events 279 Sponsoring a cause-related event 280 Finding a good fit 281 Maximizing Trade Show ROI 283 Building the foundation for a good booth 284 Locating trade shows 285 Selecting space on the expo floor 285 Doing trade shows on a dime 286 Getting people to your booth 286 Offering premiums or "swag" that works 287 Part 5: Building a Brand That Sells Again and Again 289 Chapter 13: Making Your Brand Stand Out 291 Building Sustainable Brand Equity 292 Brands defined by service 292 Brands defined by experiences 293 Brands defined by product distinctions and innovation 294 Telling Your Brand's Story 295 The characters 296 The plot 297 The climax 297 Branding Your Identity 298 Unifying your brand identity 298 Developing your brand's iconography 299 Identifying your brand's personality traits 300 Developing brands within brands 302 Updating your brand 303 Designing a Product Line 304 Eyeing depth and breadth 304 Managing your product line effectively 305 Protecting your product line and brand 306 Strengthening an Existing Product 307 Introducing New and Successful Products 308 Partnering with experts to build new products 308 Getting insights from customers 310 Using the significant difference strategy 310 Upgrading or Expanding an Existing Product 311 Passing the differentiation test 311 Passing the champion test 312 Branding across channels 312 Chapter 14: Finding the Right Pricing Approach 313 Pricing Opportunities and Obstacles 313 Raising your price and selling more 314 Avoiding the dangers of deep discounting 315 Exploring the impact of pricing on customers' purchases 315 Increasing profits without increasing prices 316 Setting or Changing Your List Price 317 Step 1: Consider all the influencers 318 Step 2: Examine your costs 318 Step 3: Evaluate customers' price preferences 319 Step 4: Consider secondary influences on price 320 Step 5: Set your strategic objectives 320 Step 6: Master the psychology of pricing 321 Designing Special Offers 323 Creating coupons and other discounts 323 Figuring out how much to offer 324 Forecasting redemption rates 325 Predicting the cost of special offers 326 Keeping special offers special 327 Staying on Top of U.S Regulations 328 Chapter 15: Distribution and Merchandising in an Augmented World 329 Considering Distribution Strategies 330 Shelf strategies to avoid getting benched 332 E-commerce channels pros and cons 333 Tracking Down Ideal Distributors 335 Understanding Channel Structure 336 Reviewing Retail Strategies and Tactics 338 Attracting traffic 338 Creating atmosphere 339 Developing merchandising strategies 340 Chapter 16: Succeeding in Sales and Service 345 Selling for a Lifetime 346 Calculating lifetime value 346 Understanding the importance of customer loyalty 348 Selling for Sustainability 348 Subscription and retainer-based selling 348 Selling channels 350 Getting to Yes via ESP Selling 354 Generating sales leads 355 Purchasing lists for B2B lead generation 357 Consultative selling 358 Creating sales presentations with ESP power 360 Responding to problems 362 Organizing Your Sales Force 363 Determining how many salespeople you need 363 Hiring your own or using reps 363 Compensating your sales force 365 Retaining Customers with Great Service 365 Part 6: The Part of Tens 367 Chapter 17: Ten Common Marketing Mistakes (And How to Avoid Them) 369 Making Assumptions 369 Ignoring Customer Complaints 370 Faking Popularity 370 Using Dirty Data 370 Competing on Price 371 Ignoring the Emotional Drivers of Choice 371 Forgetting to Edit 371 Offering What You Can't Deliver 371 Treating Customers Impersonally 372 Blaming the Customer 372 Chapter 18: Ten Ways to Measure Results (Beyond ROI) 373 Establish Clear Objectives 373 Tie Your Metrics to Your Objectives 374 Set Learning Priorities 374 Establish a Target ROI 374 Know Your Customer Lifetime Value 375 Know Your Allowable Customer Acquisition Cost 375 Establish Benchmarks 375 Turn the Funnel Upside Down 376 Adjust Your Funnel Benchmark Assumptions When You Have Real Data 376 Avoid the Dashboard Trap 376 Index 377

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Marketing For Dummies by Jeanette Thomas McMurtry
Used - Very Good
John Wiley & Sons Inc
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

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