Marketing For Dummies, UK Edition

Ruth Mortimer is the Editor of Marketing Week magazine. Greg Brooks is Global Marketing Director at media agency Mindshare. Craig Smith is the former Editor of Marketing magazine and is now Communications and Content Strategist at Persuasion Communications. Alexander Hiam is a consultant whose clients include many Fortune 500 companies.

• Introduction 1Part I: Where You Are, Where You’re Going 7Chapter 1: Making the Most of Your Marketing 9Chapter 2: Clarifying Your Marketing Strategy 25Chapter 3: Writing a Marketing Plan 45Part II: Creative Thinking, Powerful Marketing 65Chapter 4: Researching Your Customers, Competitors and Industry 67Chapter 5: Harnessing Creativity in Your Business 87Chapter 6: Making Your Marketing Communications More Powerful 101Part III: Advertising Everyone can Do 111Chapter 7: Brochures, Press Ads and Print 113Chapter 8: Signs, Posters and More 135Chapter 9: TV and Radio Ads (Or Your Own Show!) 153Part IV: Powerful Alternatives to Advertising 169Chapter 10: Digital Marketing 171Chapter 11: Using Search Engines 193Chapter 12: Tapping into Networking Sites 211Chapter 13: Embracing Mobile Marketing 229Chapter 14: Direct Marketing and Telemarketing 239Chapter 15: Public Relations and Word of Mouth 261Chapter 16: Face-to-Face Marketing 273Part V: Connecting With Your Customers 287Chapter 17: Branding, Managing and Packaging a Product 289Chapter 18: Using Price and Promotions 309Chapter 19: Distribution, Retail and Point of Purchase 327Chapter 20: Sales and Service Essentials 345Part VI: The Part of Tens 365Chapter 21: Ten Common Marketing Mistakes to Avoid 367Chapter 22: Ten (Or So) Ways to Save Money in Marketing 371Chapter 23: Ten (Or So) Ideas for Lower-Cost Advertising 379Index 383