Marketing For Dummies, 5th Edition

Table of contents

1. 1. Cover
   2. Introduction
      1. About This Book
      2. Foolish Assumptions
      3. Icons Used in This Book
      4. Beyond the Book
      5. Where to Go from Here
   3. Part 1: Marketing in a Consumer‐Driven World
      1. Chapter 1: Understanding Consumers Today and What Matters Most
         1. Coming to Terms with the State of the Consumer Mind
         2. Addressing the Generation Gaps
         3. Creating Trust Equity among Today’s Consumers
         4. Improving Customer Experiences for Sustainability
         5. Pushing Boundaries with Guerilla Marketing
      2. Chapter 2: The Psychology of Choice and How to Trigger It for Lifetime Value
         1. The Unconscious Mind: The Real Driver of Consumer Choice
         2. Psychological Drivers That Drive Sales
         3. Aligning with Powerful Social Influencers
         4. Appealing to Consumers’ Happiness and Purpose
         5. Putting It All Together
      3. Chapter 3: Laying a Foundation for Growth
         1. Measuring the Growth Rate of Your Market
         2. Responding to a Flat or Shrinking Market
         3. Finding Your Best Growth Strategies
         4. Growing a Market Segmentation Strategy
         5. Developing a Market Share Strategy
         6. Designing a Positioning Strategy
         7. Growth Hacking to Build Leads and Market Share
         8. Selling Innovative Products
   4. Part 2: Building a Strategy for LTV and ROI
      1. Chapter 4: Researching Your Customers, Competitors, and Industry
         1. Knowing When and Why to Do Research
         2. Checking Out Net Promoter Scores and How to Find Yours
         3. Asking Really Good Questions on Surveys
         4. Writing ESP Surveys
         5. Paying Wisely for Market Research
         6. Discovering Low‐Cost and Even Free Ways to Find Out What Matters Most
         7. Riding a Rising Tide with Demographics
      2. Chapter 5: Creating a Winning Marketing Plan
         1. The Marketing Plan Components You Need
         2. Addressing the Four Ps
         3. Conducting a SWOT Analysis
         4. Focusing on Functional Alternatives
         5. Why Collaboration Matters So Much
         6. Expanding Your Target
         7. Creating a Working Marketing Plan
         8. Mapping Out Your Action Steps
         9. Keeping It Real: Do’s and Don’ts of Planning
         10. Preparing for Economic Influences
         11. Budgeting Your Game
         12. Managing Your Marketing Program
         13. Projecting Expenses and Revenues
         14. Creating Your Controls
      3. Chapter 6: Content Marketing and Marketing Content
         1. An Overview of Content Marketing
         2. Creating a Credible Content Marketing Plan
         3. Taking Advantage of User‐Generated Content
         4. Flipping to Marketing Content
         5. Content Marketing Writing Tips for Better Results
   5. Part 3: Creating an Omni‐Channel Plan
      1. Chapter 7: Creative That Engages the Mind
         1. Creating Compelling Creative
         2. Applying Your Creativity
         3. Writing a Creative Brief
         4. Applying Creativity to Branding and Much More
      2. Chapter 8: Digital Tools and Tactics That Work
         1. Exploring Digital Channels You Can’t Ignore
         2. Using Facebook for Engagement That Builds Sales
         3. Building Your Twitter Presence
         4. Igniting Your Social Presence on Instagram
         5. Expanding Your Network through LinkedIn
         6. Promoting Your Brand with Pinterest
         7. Discovering Digital Tools That Drive Brands
         8. Advertising on the Web
         9. Using Automated Customization to Work Smarter and Faster
      3. Chapter 9: Using Print in a Digital World
         1. Creating Printed Marketing Materials
         2. Producing Effective and Efficient Print Collateral
         3. Placing Print Ads That Generate Leads
   6. Part 4: Powerful Ways to Engage for LTV and ROI
      1. Chapter 10: Going Direct with Data, Personalization, and Sales
         1. Understanding the Metrics of Direct Marketing
         2. The Basics of Direct Marketing
         3. Digging Deeper into Data
         4. Creating Direct Campaigns for Direct Profitability
         5. Going Direct with Email
         6. Integrating Call and Chat Centers
      2. Chapter 11: Building a Website That Engages and Sells
         1. Creating and Managing a Web Identity
         2. Creating an Engaging Website
         3. Integrating Key Design Elements
         4. Driving Traffic via SEM and SEO
         5. Creating Landing Pages, Blogs, and More
         6. Monetizing Your Web Traffic
      3. Chapter 12: Leveraging Networks and Events
         1. Harnessing the Power of Social Hives
         2. Launching Your Own Public Event
         3. Sponsoring a Special Event
         4. Maximizing Trade Show ROI
   7. Part 5: Building a Brand That Sells Again and Again
      1. Chapter 13: Making Your Brand Stand Out
         1. Building Sustainable Brand Equity
         2. Telling Your Brand’s Story
         3. Branding Your Identity
         4. Designing a Product Line
         5. Strengthening an Existing Product
         6. Introducing New and Successful Products
         7. Upgrading or Expanding an Existing Product
      2. Chapter 14: Finding the Right Pricing Approach
         1. Pricing Opportunities and Obstacles
         2. Setting or Changing Your List Price
         3. Designing Special Offers
         4. Staying on Top of U.S. Regulations
      3. Chapter 15: Distribution and Merchandising in an Augmented World
         1. Considering Distribution Strategies
         2. Tracking Down Ideal Distributors
         3. Understanding Channel Structure
         4. Reviewing Retail Strategies and Tactics
      4. Chapter 16: Succeeding in Sales and Service
         1. Selling for a Lifetime
         2. Selling for Sustainability
         3. Getting to Yes via ESP Selling
         4. Organizing Your Sales Force
         5. Retaining Customers with Great Service
   8. Part 6: The Part of Tens
      1. Chapter 17: Ten Common Marketing Mistakes (And How to Avoid Them)
         1. Making Assumptions
         2. Ignoring Customer Complaints
         3. Faking Popularity
         4. Using Dirty Data
         5. Competing on Price
         6. Ignoring the Emotional Drivers of Choice
         7. Forgetting to Edit
         8. Offering What You Can’t Deliver
         9. Treating Customers Impersonally
         10. Blaming the Customer
      2. Chapter 18: Ten Ways to Measure Results (Beyond ROI)
         1. Establish Clear Objectives
         2. Tie Your Metrics to Your Objectives
         3. Set Learning Priorities
         4. Establish a Target ROI
         5. Know Your Customer Lifetime Value
         6. Know Your Allowable Customer Acquisition Cost
         7. Establish Benchmarks
         8. Turn the Funnel Upside Down
         9. Adjust Your Funnel Benchmark Assumptions When You Have Real Data
         10. Avoid the Dashboard Trap
   9. About the Author
   10. Connect with Dummies
   11. End User License Agreement