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"A careless speech writer includes the word 'paradigm' in President Reagan's speech on superconductivity. Yes, he pronounces it 'paradijum.'"
- from 'The'Clothes'Have'No'Emperor' by Paul Slansky
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ZIN Product Number: 10456581
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| | | |  | | | Product Details
 Format: Paperback, 1st ed., 378 pages
Publisher: Wiley, John & Sons, Incorporated
ISBN: 1568846991
Release Date: Jan 3, 1996
Average Reader Review:   (Based on 2 reviews.)
| |  | | | From The Publisher
Whether you're in charge of marketing a new product, concept, or idea, or revitalizing your existing plans, the competitive challenges you face for increasing sales and reaching new customers can be intimidating and overwhelming. So, if you're not a marketing genius yet, don't sweat it! With Marketing For Dummies as your complete guide for creating innovative, cutting-edge marketing plans, you'll leave your competitors in the dust!
Inside, you'll discover how to - Understand the "four P's of marketing" -- product, pricing, positioning, and placement
- Develop strategic, integrated marketing plans that deliver results
- Prepare hard-hitting campaigns while sticking to your budget
- Identify and maintain contacts with your customers through surveys, polls, and research
- Create dynamic advertising that's guaranteed to boost sales and increase consumer awareness
- Utilize online resources to research competitors, locate demographics, and chat with the experts
- Design a direct marketing program that really works
- Evaluate your marketing programs and find out what gets results -- and what doesn't
| |  | | |
 | | | | | Number of Reviews: 2 Average Rating:
IN GOOD COMPANY 
-- A reviewer, a marketing maven, February 17, 1999
Also Recommended: The 2,000 Percent Solution The OmniPowerful Brand
Very much worth it
-- Richard, an e-commerce entrepreneur., December 27, 1999
| |  | | | Introduction.
About This Book.
How This Book Is Organized.
Part I: Designing a Marketing Program.
Part II: Technical Skills You May Need.
Part III: Using the Components of a Marketing Program.
Part IV: The Part of Tens.
Icons Used in the Book.
Where to Go from Here.
Part I: Designing a Marketing Program.
Chapter 1: Why You Need a Marketing Program.
Chapter 2: Basic Marketing Strategy: Find a Need and Fill It.
Chapter 3: Advanced Strategy: Define Your Message.
Chapter 4: Let's Get Creative.
Part II: Technical Skills You May Need.
Chapter 5: Marketing Communication — Writing and Design.
Chapter 6: Marketing Research: Customers, Competitors, and Industries.
Part III: Using the Components of a Marketing Program.
Chapter 7: Marketing on the Web.
Chapter 8: Print Advertising.
Chapter 9: Radio and Television Advertising.
Chapter 10: Outdoor Advertising: Billboards, Banners, Signs, and More.
Chapter 11: Publicity, Premiums, and Word of Mouth.
Chapter 12: Special Events and Trade Shows.
Chapter 13: Pricing and Price-Based Promotions.
Chapter 14: Developing, Naming, and Managing Your Products.
Chapter 15: Packaging and Labeling: Dressing Products for Success.
Chapter 16: Distribution, Retail, and Point of Purchase.
Chapter 17: Sales and Service Essentials.
Chapter 18: Direct Marketing via Advertising, Telemarketing, and Direct Mail.
Part IV: The Part of Tens.
Chapter 19: (More Than) Ten Ways to Save Money in Marketing.
Chapter 20: Ten Common Marketing Mistakes.
Appendix: Writing a Marketing Plan.
Index.
Registration Card.
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| | | | | | Keywords
Management, Marketing
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