Marketing for Dummies (Paperback, 4)

Introduction 1

Part I: Getting Started with Marketing 5

Chapter 1: Optimizing Your Marketing Program 7

Chapter 2: Strengthening Your Marketing Strategy 23

Chapter 3: Writing a Marketing Plan 39

Part II: Leveraging Your Marketing Skills 63

Chapter 4: Researching Your Customers, Competitors, and Industry 65

Chapter 5: Engaging Your Marketing Imagination 85

Chapter 6: Pumping Up Your Marketing Communications 105

Part III: Advertising for Fun and Profit 123

Chapter 7: Perfecting Your Printed Materials 125

Chapter 8: Signing On to Outdoor Advertising 147

Chapter 9: Broadcasting Your Message 167

Part IV: Finding Powerful Alternatives to Advertising 183

Chapter 10: Maximizing Your Web Marketing 185

Chapter 11: Making a Positive Impression in Low-Cost Ways 209

Chapter 12: Leveraging Face-to-Face Marketing Opportunities 225

Chapter 13: Going Direct with Your Marketing 239

Part V: Selling Great Products to Anyone, Anytime, Anywhere 261

Chapter 14: Making Your Brand Stand Out 263

Chapter 15: Finding the Right Pricing Approach 283

Chapter 16: Distributing Your Product Where Your Customers Are 303

Chapter 17: Succeeding in Sales and Service 319

Part VI: The Part of Tens 339

Chapter 18: Ten Common Marketing Mistakes (And How to Avoid Them) 341

Chapter 19: Ten Tips for Boosting Web Sales 347

Index 351