Product Description

Marketing is the most important thing that you do in business today, even if your job title doesn't have the word marketing in it. That is because marketing, in all its varied forms, is concerned with things like attracting customers, and

• Getting them to buy your product
• Making sure that they are happy with their purchases
• Persuading them to come back for more

What could be more important? Ever try to run a business without customers?

Marketing encompasses several specialized fields – from advertising to public relations, from selling to strategy, from database management to packaging and product design. How can you possibly be an expert at even half of these tasks? But at some point, anyone who wears a marketing hat has to handle problems in these areas and more. Marketing For Dummies shows you how.

While this guide delves deep into the classic four components of marketing – product, price, placement, and promotions – it reaches beyond the basics of how to design a simple marketing program and gives you insight into

Product Details

• Amazon Sales Rank: #221377 in Books
• Published on: 2004-04-30
• Original language: English
• Number of items: 1
• Binding: Paperback
• 408 pages

Features

• ISBN13: 9780764556005
• BUY WITH CONFIDENCE, Over one million books sold! 98% Positive feedback. Compare our books, prices and service to the competition. 100% Satisfaction Guaranteed
• Brand New from Publisher. No Remainder Mark.

Review
"…an invaluable, practical guide to marketing for those new to the subject…" (Marketer, September 2006)

From the Back Cover
Your complete toolbox for creating dynamic, effective marketing campaigns

"What to do. How to do it. In simple everyday language."
— Ira N. Bachrach, President, NameLab, Inc.

Whether you want to introduce a new product or jump-start your existing marketing plans, this friendly guide can help. Packed with expert tips, from identifying customers to using online resources that help you size up your competitors, this updated edition of Marketing For Dummies leads you step by step through the five P’s of marketing -- product, pricing, placement, promotion, and people.

The Dummies Way

• Explanations in plain English
• "Get in, get out" information
• Icons and other navigational aids
• Tear-out cheat sheet
• Top ten lists
• A dash of humor and fun

Discover how to:

• Prepare hard-hitting campaigns
• Plan and stick to your budget
• Use research effectively
• Increase consumer awareness
• Satisfy your clients’ needs
• Boost your sales

About the Author
Alexander Hiam, MBA, is a corporate consultant whose clients include many Fortune 500 companies. He has written numerous books and taught advertising and marketing at the University of Massachusetts at Amherst.

Customer Reviews

A helpful basic marketing book
I have worked in marketing for many years and bought this book when I first started working in a marketing job. It was a refresher book for me after the marketing education I received. In general, this is a good basic "what is marketing?" book that I would recommend to a non-marketing person who wants to learn about marketing or else to someone who's just begun working in a marketing role.

Marketing for Dummies -Some Pearls
If you are running your own small business and trying to handle all of your marketing effort yourself you will find many excellent tips and words of wisdom that will help get you through various projects while avoiding many commonly made mistakes. If you were in need of a glossary, lists of commonly used acronyms, marketing concepts, or a professional handling of a managerial approach to global marketing you would be better off taking traditional marketing courses and studying your textbooks.

This book was very "task" oriented and included some nice general ideas to remember, and good tips for getting through some common tasks. It is not comprehensive, nor quite as step-by-step as I had hoped a "Dummies" book would be. When I think of a "Dummies" manual I always remember using my old Volkswagens for Dummies to get through giving my old VW a tune-up and valve adjustment. It included step-by-step instructions as well as the nice tips needed for avoiding commonly made mistakes. It took me from the beginning to end of my common projects without any problems. Some of the computers for Dummies types books I have read have also included both step-by-step as well as tips and advice.

Marketing for Dummies was not laid out in the beginning to end, comprehensive step-by-step fashion I have come to expect from the "Dummies" books. maybe Marketing does not lend itself to this, but it would have been appreciated. Marketing for Dummies will make a nice "hands-on" addition for your more complete "traditional" Marketing text collection.

Good for the Non-Marketer
"Marketing for Dummies" is the Marketing 101 of how-to books. It never gets very deep into any one area, and has lots of helpful tips in many different areas. While I'm not going to make a banner or awning for my office, and don't have the money for an all-out market research effort, I was reminded of the sorts of creativity and actions the competition can and does take.

Good for the person who dabbles in marketing and can't afford a real, live PR/Marketer.