Marketing For Dummies
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McMurtry Jeanette. Marketing For Dummies
Introduction
Part 1. Marketing in a Consumer‐Driven World
Chapter 1. Understanding Consumers Today and What Matters Most
Chapter 2. The Psychology of Choice and How to Trigger It for Lifetime Value
Chapter 3. Laying a Foundation for Growth
Part 2. Building a Strategy for LTV and ROI
Chapter 4. Researching Your Customers, Competitors, and Industry
Chapter 5. Creating a Winning Marketing Plan
Chapter 6. Content Marketing and Marketing Content
Part 3. Creating an Omni‐Channel Plan
Chapter 7. Creative That Engages the Mind
Chapter 8. Digital Tools and Tactics That Work
Chapter 9. Using Print in a Digital World
Part 4. Powerful Ways to Engage for LTV and ROI
Chapter 10. Going Direct with Data, Personalization, and Sales
Chapter 11. Building a Website That Engages and Sells
Chapter 12. Leveraging Networks and Events
Part 5. Building a Brand That Sells Again and Again
Chapter 13. Making Your Brand Stand Out
Chapter 14. Finding the Right Pricing Approach
Chapter 15. Distribution and Merchandising in an Augmented World
Chapter 16. Succeeding in Sales and Service
Part 6. The Part of Tens
Chapter 17. Ten Common Marketing Mistakes (And How to Avoid Them)
Chapter 18. Ten Ways to Measure Results (Beyond ROI)
About the Author
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Marketing is part science, part art and is truly one of the most fulfilling roles you can play in business.
Today, marketing embodies science through data and predictive analytics; psychology through consumer behavior studies and applications; emotions through events and engagement that spark inspiration and excitement; technology that breaks down boundaries; and art that invites imagination, innovation, and creativity beyond limits. And, as you read throughout this book, marketing involves fun and games, too.
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Brands that have done this well and which are referenced in detail in this book include TOMS, Wildfang, and Patagonia. Check them out online after reading their stories in later chapters and stay on top of what they’re doing to build strong emotional bonds with customers who have like values and purpose.
Communities need to make sense for the products you sell. If you sell clothing, creating a community effort around helping people in underprivileged situations to get professional clothing for job interviews and jobs is likely to be meaningful to your base. Building a community around carbon emissions or climate change, not so much.
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