Marketing for Dummies

Introduction.Part I: Designing a Great Marketing Program.Chapter 1: Maximizing Your Marketing Program.Chapter 2: Clarifying Your Marketing Strategy.Chapter 3: Writing a Marketing Plan.Part II: Leveraging Your Marketing Skills.Chapter 4: Researching Your Customers, Competitors, and Industry.Chapter 5: Engaging Your Marketing Imagination.Chapter 6: Pumping Up Your Marketing Communications.Part III: Advertising for Fun and Profit.Chapter 7: Brochures, Print Ads, and Other Printed Materials.Chapter 8: Billboards, Banners, Signs, and More.Chapter 9: Radio, Video, and TV.Part IV: Finding Powerful Alternatives to Advertising.Chapter 10: Marketing on the Web.Chapter 11: Publicity, Giveaways, and Word of Mouth.Chapter 12: Special Events, Trade Shows, and Other Face-to-Face Marketing Opportunities.Chapter 13: Direct Marketing: Direct-Response Ads, Direct Mail, and Telemarketing.Part V: Selling Great Products to Anyone, Anytime, Anywhere.Chapter 14: Branding, Managing, and Packaging a Product.Chapter 15: Pricing and Price-Based Promotions.Chapter 16: Distribution, Retail, and Point of Purchase.Chapter 17: Sales and Service Essentials.Part VI: The Part of Tens.Chapter 18: Ten Common Marketing Mistakes to Avoid.Chapter 19: Ten Ways to Save Money in Marketing.Chapter 20: Ten Quick Ways to Make More Sales.Chapter 21: Ten Tips for Boosting Web Sales.Index.

Alexander Hiam is the president of INSIGHTS, which provides leadership, conflict management, and negotiation programs and materials to managers in business and government for clients such as the FBI, U.S. Coast Guard, 3M and others.