Marketing for dummies

PART I. Getting started with marketing

1. Optimizing your marketing program

Know yourself, know your customer

Finding your marketing formula

Controlling your marketing program

Refining your marketing expectations

Revealing more ways to maximize your marketing impact

2. Strengthening your marketing strategy

Finding and riding a growth wave

Growing with a market expansion strategy

Specializing with a market segmentation strategy

Developing a market share strategy

Designing a positioning strategy

Considering other core strategies

Simplicity marketing

Quality strategies

Reminder strategies

Innovative distribution strategies

Selling innovative products

Writing down and regularly reviewing your strategy

3. Writing a marketing plan

Grasping the value of the marketing plan

Reviewing the contents of a good plan

Understanding the do's and don'ts of planning

Writing a powerful executive summary

Preparing a situation analysis

Clarifying and quantifying your objectives

Summarizing your marketing plan

Exploring your program's details

Managing your marketing program

Projecting expenses and revenues

Buildup forecasts

Indicator forecasts

Multiple scenario forecasts

Time-period forecasts

Creating your controls.

pt. II. Leveraging your marketing skills

4. Researching your customers, competitors, and industry

Knowing when and why to do research

Asking really good questions

Paying wisely for market research

Researching the low-cost (or free!) way

Riding a rising tide with demographics

5. Engaging your marketing imagination

Turning the tide with creativity

Applying your creativity

Generating rich ideas

Managing the creative process

Tapping highly creative contributors

6. Pumping up your marketing communications

Pursuing your communication priorities

Communicating to the entire brain

Exploring four strategies for boosting your communications' appeal

Pull power : building customer traffic

Tightening your writing

Creating great visuals.

pt. III. Advertising f or fun and profit

7. Perfecting your printed materials

Designing printed marketing materials

Producing quality, effective brochures

Placing a print ad

8. Signing on to outdoor advertising

Heading back to basics : the essential sign

Going big : posters and billboards

Exploring the world of intelligent locational ads

Putting your name on portable items

Taking your message to the streets

Keeping your message on the move with transit advertising

9. Broadcasting your message

Producing ads for radio

Identifying less expensive ways to use the power of video

Designing ads for TV and YouTube.

pt. IV. Finding powerful alternatives to advertising

10. Maximizing your web marketing

Creating and managing a web identity

Developing your hub website

Following simple rules for higher traffic

Adding satellites around your hub site to draw visitors

How to advertise on the web

Knowing how much to budget

Understanding e-mail etiquette

11. Making a positive impression on low-cost ways

Making the most of word of mouth

Using publicity to your advantage

Premiums : the most abused and misused medium

12. Leveraging face-to-face marketing opportunities

Harnessing the power of face-to-face marketing

Sponsoring a special event

Putting on your own public event

Exhibiting at trade shows and exhibitions

13. Going direct with your marketing

Beating the odds with direct marketing

Making your direct-response ads work

Delivering direct mail

Establishing and running a call center

Drumming up business by phone

Telemarketing.

pt. V. Selling great products to anyone, anytime, anywhere

14. Making your brand stand out

Burning your brand into your customers' minds

Coming up with a brand name

Designing a product line

Strengthening an existing product

Identifying when and how to introduce a new product

When to upgrade an existing product

15. Finding the right pricing approach

Eyeing pricing opportunities and constraints

Setting or changing your list price

Designing special offers

Staying out of trouble with the Law

16. Distributing your product where your customers are

Taking a strategic approach

Tracking down ideal distributors

Understanding channel structure

Reviewing retail strategies and tactics

Stimulating sales at point of purchase

17. Succeeding in sales and service

Knowing when to emphasize personal selling

Taking stock of you sales skills

Making the sale

Organizing your sales force

Compensating your sales force

Retaining customers through great service.

pt. VI. The part of tens

18. Ten common marketing mistakes

19. Ten tips for boosting web sales.