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Marketing for dummies

Author: Jeanette McMurtry; Alexander Hiam
Publisher: Hoboken, NJ : For Dummies®, a Wiley brand, 2017. ©2017
Edition/Format:   Print book : English : 5th editionView all editions and formats

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


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Document Type: Book
All Authors / Contributors: Jeanette McMurtry; Alexander Hiam
ISBN: 9781119365570 1119365570
OCLC Number: 1000272213
Notes: Op omslag: Jeanette Maw McMurtry.
Description: XIV, 392 pagina's : illustraties ; 24 cm
Contents: Introduction 1About This Book 2Foolish Assumptions 2Icons Used in This Book 3Beyond the Book 4Where to Go from Here 4Part 1: Marketing in a Consumer-Driven World 5Chapter 1: Understanding Consumers Today and What Matters Most 7Coming to Terms with the State of the Consumer Mind 9Addressing the Generation Gaps 9Creating Trust Equity among Today's Consumers 12Defining a common purpose 13Building relationships with customers 15Improving Customer Experiences for Sustainability 16Guiding the decision process with customer experience planning 17Creating powerful experiences beyond the sales process 18Pushing Boundaries with Guerilla Marketing 20The Fun Theory 21Other guerilla marketing examples 22Guerilla marketing and community building 23Chapter 2: The Psychology of Choice and How to Trigger It for Lifetime Value 25The Unconscious Mind: The Real Driver of Consumer Choice 26The influence of schemas and the unconscious mind 26The conscious and unconscious minds often disagree 27Psychological Drivers That Drive Sales 29Neurotransmitters and how they affect choice 29Moving from USPs to ESPs 31Rewards versus loss 32Survival insticts 32Understanding the basics of human psychology 33Aligning with Powerful Social Influencers 35Authority 36Social proof 36Reciprocity 37Scarcity 38Appealing to Consumers' Happiness and Purpose 39Putting It All Together 42Chapter 3: Laying a Foundation for Growth 45Measuring the Growth Rate of Your Market 46Responding to a Flat or Shrinking Market 47Finding Your Best Growth Strategies 48Go to market 49Grow what you have for higher profitability 50Growing a Market Segmentation Strategy 54Customer segments 55Niche marketing 56Developing a Market Share Strategy 56Define your metrics 56Establish a benchmark 56Do the math 58Designing a Positioning Strategy 58Envisioning your position: An exercise in observation and creativity 59Aligning your positioning strategy with growth initiatives 59Growth Hacking to Build Leads and Market Share 60Search 60Build links 61Fish for emails 61Try tripwires 61Hire a growth hacker 62Selling Innovative Products 62Part 2: Building a Strategy for LTV and ROI 63Chapter 4: Researching Your Customers, Competitors, and Industry 65Knowing When and Why to Do Research 66Monitoring social chatter to better understand your customers 66Following thought leaders to get current with reality 69Researching to discover what really drives your customers 71Asking questions that get valid results 73Checking Out Net Promoter Scores and How to Find Yours 75Asking Really Good Questions on Surveys 76Writing ESP Surveys 78Paying Wisely for Market Research 80Discovering Low-Cost and Even Free Ways to Find Out What Matters Most 81Observe your customers 82Do competitive research 83Harness the power of one-question surveys 84Establish a trend report 85Probe your customer records 86Test your marketing materials 86Interview defectors 87Create custom web analytics 87Riding a Rising Tide with Demographics 88Chapter 5: Creating a Winning Marketing Plan 89The Marketing Plan Components You Need 90First, the basics 90Now a bit more complex concepts 91And now some even bigger questions 92Addressing the Four Ps 92Conducting a SWOT Analysis 93Focusing on Functional Alternatives 95Why Collaboration Matters So Much 96Teaming up on CSR 97Building kinship, not just relationships 98Expanding Your Target 100Monitoring and reacting to trends 101Developing the customer experience 101Creating a Working Marketing Plan 102Mapping Out Your Action Steps 104Step 1: Complete a situational analysis/summary 104Step 2: Establish your benchmark 104Step 3: Define your goals 105Step 4: Take note of lessons learned 105Step 5: Outline your strategy 105Step 6: Commit to action items 106Step 7: Build learning plans 107Keeping It Real: Do's and Don'ts of Planning 108Don't ignore the details 108Don't get stuck in the past 108Don't try to break norms 108Don't engage in unnecessary spending 109Do set reasonable boundaries 109Do break down your plan into simple subplans 109Preparing for Economic Influences 110Budgeting Your Game 111Managing Your Marketing Program 113Projecting Expenses and Revenues 113Buildup forecasts 114Indicator forecasts 115Multiple-scenario forecasts 115Time-period forecasts 116Creating Your Controls 116Chapter 6: Content Marketing and Marketing Content 117An Overview of Content Marketing 118Creating content that delivers 120Channeling your content 121Creating a Credible Content Marketing Plan 122Taking Advantage of User-Generated Content 125Flipping to Marketing Content 126Content Marketing Writing Tips for Better Results 128Try the inverted pyramid 128Toss out some click bait 129Give ads greater stopping and sticking power 131Be consistent 132Be as persuasive as possible 133Be professional 134Part 3: Creating an Omni-Channel Plan 137Chapter 7: Creative That Engages the Mind 139Creating Compelling Creative 140Conducting a creativity audit 140Changing (almost) everything 141Applying Your Creativity 142Building your creative strategy 143Color your creative psychologically 144Words, copy, and click bait 147Writing a Creative Brief 149Goals 149Promise and offer 149Support statement 150Tone or persona statement 150Emotional drivers 150Wannabe profiles 151Color palette 151Golden triangle pattern 151Constraints 151Execution 152Applying Creativity to Branding and Much More 153Creativity and product development 153Creativity and branding 154Simple ways to spark new ideas 156Making creativity a group activity 157Managing the creative process 161Elevating your creative thinking 163Chapter 8: Digital Tools and Tactics That Work 165Exploring Digital Channels You Can't Ignore 167Using Facebook for Engagement That Builds Sales 167Developing a successful Facebook plan 169Creating content that gets response, dialogue, and leads 172Advertising on Facebook 173Building Your Twitter Presence 174Igniting Your Social Presence on Instagram 175Expanding Your Network through LinkedIn 175Groups 176Engagement 177Promoting Your Brand with Pinterest 177Discovering Digital Tools That Drive Brands 178Podcasts 179Webinars 181Videos 183Online review sites 186Fun and games work, too 187Advertising on the Web 189Search-term marketing 189Google AdWords for ads as text, banners, and more 190Getting the most out of each format 191Using Automated Customization to Work Smarter and Faster 192Chapter 9: Using Print in a Digital World 195Creating Printed Marketing Materials 197Exploring elements of successful print materials 197Designing print materials that capture attention and sales 198Working with a professional designer 199Using online sources for design services 201Doing the design on your own 201Figuring out why fonts matter 202Using flow for engagement and clarity 206Producing Effective and Efficient Print Collateral 207Designing fliers for grounded results 207Developing brochures and self-mailers with specific marketing goals 208Drafting an effective layout for your print brochure 209Placing Print Ads That Generate Leads 210Cheap but powerful publications 212Ad size 214Ad impact 215Part 4: Powerful Ways to Engage for LTV and ROI 217Chapter 10: Going Direct with Data, Personalization, and Sales 219Understanding the Metrics of Direct Marketing 220The Basics of Direct Marketing 222Getting direct about direct marketing 224The more you do, the more you get 225Digging Deeper into Data 225Using a CRM system 226Putting DMPs and DSPs together for ROI 228Creating Direct Campaigns for Direct Profitability 231Messaging matters 231Outside matters 232Actions that matter 233Mailing tips 234Purchasing lists 235Going Direct with Email 237Triggered email 239Personalized email 240Testing direct 241Maximizing direct response online 243Integrating Call and Chat Centers 244Making use of phone time 245Capturing useful information about each caller 245Telemarketing: To call or not 245Chapter 11: Building a Website That Engages and Sells 247Creating and Managing a Web Identity 248Understanding what consumers expect 249Standardizing your web identity 250Creating an Engaging Website 251Watching your KPIs 252Making content king on your website 255Driving traffic with content 256Integrating Key Design Elements 259Using the golden triangle 259Developing your web persona 260Going from design concepts to an actual website 261Driving Traffic via SEM and SEO 263Creating Landing Pages, Blogs, and More 266Using landing pages effectively 266Using blogs to build brands, not bog them down 268Monetizing Your Web Traffic 269Pay per impression 270Pay per click 270Chapter 12: Leveraging Networks and Events 271Harnessing the Power of Social Hives 271"Face" your customers: Events that inspire engagement, loyalty, and referrals 273Mix it up to create interest and ROI 276Launching Your Own Public Event 276Hosting events with meaning 277Funding and monetizing your event 277Getting help managing your event 278Sponsoring a Special Event 279Hosting and supporting cause-related campaigns and events 279Sponsoring a cause-related event 280Finding a good fit 281Maximizing Trade Show ROI 283Building the foundation for a good booth 284Locating trade shows 285Selecting space on the expo floor 285Doing trade shows on a dime 286Getting people to your booth 286Offering premiums or "swag" that works 287Part 5: Building a Brand That Sells Again and Again 289Chapter 13: Making Your Brand Stand Out 291Building Sustainable Brand Equity 292Brands defined by service 292Brands defined by experiences 293Brands defined by product distinctions and innovation 294Telling Your Brand's Story 295The characters 296The plot 297The climax 297Branding Your Identity 298Unifying your brand identity 298Developing your brand's iconography 299Identifying your brand's personality traits 300Developing brands within brands 302Updating your brand 303Designing a Product Line 304Eyeing depth and breadth 304Managing your product line effectively 305Protecting your product line and brand 306Strengthening an Existing Product 307Introducing New and Successful Products 308Partnering with experts to build new products 308Getting insights from customers 310Using the significant difference strategy 310Upgrading or Expanding an Existing Product 311Passing the differentiation test 311Passing the champion test 312Branding across channels 312Chapter 14: Finding the Right Pricing Approach 313Pricing Opportunities and Obstacles 313Raising your price and selling more 314Avoiding the dangers of deep discounting 315Exploring the impact of pricing on customers' purchases 315Increasing profits without increasing prices 316Setting or Changing Your List Price 317Step 1: Consider all the influencers 318Step 2: Examine your costs 318Step 3: Evaluate customers' price preferences 319Step 4: Consider secondary influences on price 320Step 5: Set your strategic objectives 320Step 6: Master the psychology of pricing 321Designing Special Offers 323Creating coupons and other discounts 323Figuring out how much to offer 324Forecasting redemption rates 325Predicting the cost of special offers 326Keeping special offers special 327Staying on Top of U.S Regulations 328Chapter 15: Distribution and Merchandising in an Augmented World 329Considering Distribution Strategies 330Shelf strategies to avoid getting benched 332E-commerce channels pros and cons 333Tracking Down Ideal Distributors 335Understanding Channel Structure 336Reviewing Retail Strategies and Tactics 338Attracting traffic 338Creating atmosphere 339Developing merchandising strategies 340Chapter 16: Succeeding in Sales and Service 345Selling for a Lifetime 346Calculating lifetime value 346Understanding the importance of customer loyalty 348Selling for Sustainability 348Subscription and retainer-based selling 348Selling channels 350Getting to Yes via ESP Selling 354Generating sales leads 355Purchasing lists for B2B lead generation 357Consultative selling 358Creating sales presentations with ESP power 360Responding to problems 362Organizing Your Sales Force 363Determining how many salespeople you need 363Hiring your own or using reps 363Compensating your sales force 365Retaining Customers with Great Service 365Part 6: The Part of Tens 367Chapter 17: Ten Common Marketing Mistakes (And How to Avoid Them) 369Making Assumptions 369Ignoring Customer Complaints 370Faking Popularity 370Using Dirty Data 370Competing on Price 371Ignoring the Emotional Drivers of Choice 371Forgetting to Edit 371Offering What You Can't Deliver 371Treating Customers Impersonally 372Blaming the Customer 372Chapter 18: Ten Ways to Measure Results (Beyond ROI) 373Establish Clear Objectives 373Tie Your Metrics to Your Objectives 374Set Learning Priorities 374Establish a Target ROI 374Know Your Customer Lifetime Value 375Know Your Allowable Customer Acquisition Cost 375Establish Benchmarks 375Turn the Funnel Upside Down 376Adjust Your Funnel Benchmark Assumptions When You Have Real Data 376Avoid the Dashboard Trap 376Index 377
Responsibility: by Jeanette McMurtry, MBA, with Alexander Hiam.


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