Marketing for Dummies

6th Auflage
ISBN: 978-1-119-89487-2
Verlag: Wiley

Buch, Englisch, 400 Seiten, Format (B × H): 254 mm x 282 mm, Gewicht: 740 g

Pump up your business with the latest, greatest marketing techniques

This updated edition of Marketing for Dummies will walk you through the latest marketing technologies and methods, including customer experience, retargeting, digital engagement across all channels and devices, organic and paid SEO, Google ads, social media campaigns and posts, influencer and content marketing, and so much more. You’ll discover what works, what doesn’t, and what is best for your business and budget.
- Learn the marketing and sales strategies that work in any economy
- Discover how to engage customers with trust and enthusiasm
- Understand post-pandemic changes in consumer attitudes
- Discover new tools and technologies for finding customers and inspiring loyalty
- Adapt your brand, pricing, and sales approach to make your business more valuable
- Avoid common marketing mistakes and learn how to measure the impact of your efforts

In a post-pandemic, up or down economy, it’s harder than ever to meet highly complex and ever-changing customer expectations. The top-selling Marketing For Dummies covers basics like sales strategy, channel selection and development, pricing, and advertising. We also teach you complex elements like personalization, customer behavior, purchasing trends, ESG ratings, and market influences. With this complete guide, you can build a business that not only competes in a challenging market, but wins.

For small to mid-size business owners and marketing professionals, Marketing For Dummies lets you harness the latest ideas to drive traffic, boost sales, and move your business forward.

Autoren/Hrsg.

McMurtry, Jeanette Maw

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Introduction 1

Part 1: Marketing in a Thriving Consumer Culture 5

Chapter 1: Understanding Consumer Values and Mind-sets 7

Chapter 2: Triggering the Psychology of Choice for Lifetime Value 21

Chapter 3: Engaging Experiences and Journeys That Drive Sales and Loyalty 43

Part 2: Building a Strategy for LTV and ROI 59

Chapter 4: Laying a Foundation for Growth 61

Chapter 5: Researching Your Customers, Competitors, and Industry 77

Chapter 6: Creating a Winning Marketing Plan 99

Chapter 7: Content Marketing and Marketing Content 133

Part 3: Executing Across Channels 151

Chapter 8: Creative That Engages the Mind 153

Chapter 9: Optimizing Digital and Social Tools and Tactics 175

Chapter 10: Embracing the New Age of Advertising 201

Part 4: Powerful Ways to Build Sales through Email, Websites, and SEO 227

Chapter 11: Building Individual Value with Mass Personalization 229

Chapter 12: Building an Engaging and Winning Website 253

Chapter 13: Succeeding with Affordable SEO Strategies and Tactics 279

Part 5: Setting Your Brand Up for Sustainable Sales 297

Chapter 14: Leveraging Networks and Events 299

Chapter 15: Tuning In to the Right Sales Channel 315

Chapter 16: Prospecting and Selling for ROI 335

Part 6: The Part of Tens 357

Chapter 17: Ten Common Marketing Mistakes (And How to Avoid Them) 359

Chapter 18: Ten Ways to Measure Results (Beyond ROI) 363

Index 367

Über Autor(innen)

Jeanette Maw McMurtry is a psychology-based marketing expert providing strategy and execution for brands in all industries. She is a Chief Marketing Officer, speaker, and instructor on all aspects of successful marketing. Her blog, jeanettemcmurtry.com, shares insights and tactics for engaging B2B and B2C purchasers’ unconscious minds and tapping into the psychology of choice. She is the author of the previous edition of Marketing For Dummies.