Ebook Marketing for Dummies, by Craig Smith, Alexander Hiam
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Marketing for Dummies, by Craig Smith, Alexander Hiam
Ebook Marketing for Dummies, by Craig Smith, Alexander Hiam
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Whether you're looking to expand your business or you're about to start out, this straight-forward guide leads you step by step through every aspect of marketing. Packed with expert tips on identifying customers, using online resources, satisfying your customer's needs and boosting your sales, Marketing For Dummies will help you put together a winning marketing strategy and turn your plans in to profit.
Discover how to
- Understand the basics of effective marketing
- Research customers, competitors and industry
- Create a compelling marketing strategy
- Increase consumer awareness
- Satisfy clients' needs
- Boost sales
- Sales Rank: #2290413 in eBooks
- Published on: 2009-11-05
- Released on: 2009-11-05
- Format: Kindle eBook
Review
"...useful, practical and, above all, reader-friendly...this book certainly takes me to a new level.... I heartily recommend it". (Oldham Evening Chronicle, March 2007)
"...an invaluable, practical guide to marketing for those new to the subject..." (Marketer, September 2006)
From the Back Cover
Whether you’re looking to expand your business or you’re about to start out, this straight-forward guide leads you step by step through every aspect of marketing. Packed with expert tips on identifying customers, using online resources, satisfying your customer’s needs and boosting your sales, Marketing For Dummies will help you put together a winning marketing strategy and turn your plans in to profit.
Discover how to
- Understand the basics of effective marketing
- Research customers, competitors and industry
- Create a compelling marketing strategy
- Increase consumer awareness
- Satisfy clients’ needs
- Boost sales
About the Author
Craig Smith is the editor of Marketing, the UK’s highest circulation weekly magazine, and PPA Weekly Business Magazine of the Year, serving the marketing and advertising industries. He has worked as a business journalist for 18 years and is a regular commentator on marketing issues to the national press and broadcast media.
Craig works closely with industry trade bodies the Association of Publishing Agencies and Business in the Community to promote best practice in the areas of customer magazines and cause related marketing.
Alex Hiam is a consultant, corporate trainer, and public speaker with 20 years of experience in marketing, sales, and corporate communications. He is the director of Insights, which includes a division called Insights for Marketing that offers a wide range of services for supporting and training in sales, customer service, planning, and management. His firm is also active in developing the next generation of leaders in the workplace through its Insights for Training & Development. Alex has an MBA in marketing and strategic planning from the Haas School at U.C. Berkeley and an undergraduate degree from Harvard.
He has worked as marketing manager for both smaller high-tech firms and a Fortune 100 company, and did a stint as a professor of marketing at the business school at U. Mass. Amherst.
Alex is the co-author of the best-seller, The Portable MBA in Marketing (Wiley) as well as The Vest-Pocket CEO and numerous other books and training programs. He has consulted to a wide range of companies and not-for-profit and government agencies, from General Motors and Volvo to HeathEast and the U.S. Army (a fuller list of clients is posted at www.insightsformarketing.com). Alex is also the author of a companion volume to this book, the Marketing Kit For Dummies (Wiley), which includes more detailed coverage of many of the hands-on topics involved in creating great advertising, direct mail letters, Web sites, publicity campaigns, and marketing plans. On the CD that comeswith the Marketing Kit For Dummies, you’ll find forms, checklists, and templates that may be of use to you.
Most helpful customer reviews
7 of 7 people found the following review helpful.
Great advice with a few issues
By Lisa Shea
I am a strong fan of the Dummies series. I'm not fond of the name - none of us should feel like a Dummy - but the information is good quality and takes you through step by step. This Marketing book is no exception.
There are many examples in here to help you understand their message. For example, use all means at your disposal to get your message out. T-shirts. Car signs. Press releases, targeted at buyers, not at journalists. Fill the releases with "five tips for ..." to give people concrete advice.
Your sales are made both with logic and emotion, so make sure you appeal to both sides. Explain the factual reasons that your item makes perfect sense, but also help the client to feel good about their choice. Coach them along the path, offering trial runs if possible. Maintain good relations with all your customers, even the tough ones. That grumpy customer who you ignore could easily become your strongest anti-marketing messenger, going around and spreading the word about how awful you are.
Along the same path, the customer is always right. Don't blame them, even if you're upset. Do your very best to resolve the situation and, if nothing else, leave them with the sense that they were always treated with professional calm.
In tough economic times, it can be tempting to slash prices. That creates a downward spiral that, in many cases, does not help much. Instead, compete on brilliance. Show why you are worth every penny and how your quality pays for itself. Even in rough times, people still splurge on items that are important.
Make sure your message is clear and focused. Quadruple check it for any typos or errors. Only send ONE message, don't annoy your audience with repeats. Make sure you market things you do WELL - if you spread yourself too thin, your reputation will suffer and that will affect everything you do. Always target your message exactly at one group of buyers.
Make sure you know why people choose you. What makes you distinctive?
There's a lot of good material here. You have to read wisely, though. Not all of the advice is spot-on. The book says that a full page ad in a magazine isn't as economical as a half page ad - but then later it says if you're pinching pennies to get the full page ad. Huh? It says NOT to buy any "already owned" domain name - but I know many cases where someone did that and the small cost to the current owner was well worth it, to get the wonderfully perfect name.
Still, there is a lot of good information in here. Focus on your product's strengths and play them up. Fill your pages with research, how-tos, information. Become a resource and then people will find you naturally. They will realize the great products you offer once they are there. Offer testimonials. Put your logo on everything you give away, send freebies to good customers. Network. Compliment your customers.
In the same breath they recommend all companies let their visitors rate their products freely. I realize this might be a great fit for some companies - maybe a pen vendor who has 100 different pens. If a certain pen gets poorly rated, they can just stop carrying it. But what if you're a glass blower who makes unique works? You could have a disgruntled customer who breaks their item and comes on your site to complain, and now your page permanently carries her rant. This is a feature that needs a great deal of thought before it goes into operation.
One of their most important messages is the most simple. Find ways to be happy. It will reflect in everything you do, in every interaction with potential clients and long term customers. This one basic change can make a huge difference in your entire system.
6 of 6 people found the following review helpful.
Great
By tina
This book works great if you already have a business that you are practicing or are in the beginning stages of starting. This book has exercises, questions to think about and is a great addition to have to your marketing team. I am actually in a college principles of marketing class currently and yet everything that I'm learning in class, I have already learned from the book. If you are serious about launching an effective marketing campaign, you should purchase this book.
4 of 4 people found the following review helpful.
Great for excellent marketers-to-be :)
By Monica M.
I'm a weird hybrid of a graphic designer and a marketer. Usually graphic designers don't like meddling into marketing world but as in my country an artist is not very well valued I just HAD to learn about Marketing and I like it :) I think I have natural skills and being a GD is just a great plus! Normally Marketers are not GD's and it becomes a problem because a Marketer has to handle graphic material almost all the time! So for me it is pretty convenient hehe :D
Now I ordered this book because sometimes one can forget about some very important things in this wide world of Marketing. A. HIam gives you just the tips to improve your skills and working with plans that actually work.
He states the main subjects very easy to understand and also in a very practical way.
I believe this book is not for beginners, nor for pro's. I think it is just for us average Marketers who want to improve a lot and then moving on on harder books. I say it is not for beginners (despite the title "for dummies") because it starts telling you things you must pre-know before actually reading this.
I would say it is almost like a great companion for everyday marketers who need once in a while a reminder of what is left to do and what could be improved.
See all 19 customer reviews...
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