Marketing For Dummies, 6th Edition

Marketing For Dummies, 6th Edition

by Jeanette Maw McMurtry
Released November 2022
Publisher(s): For Dummies
ISBN: 9781119894872

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Book description

Pump up your business with the latest, greatest marketing techniques

In a post-pandemic, up or down economy, it’s harder than ever to meet highly complex and ever-changing customer expectations. The top-selling Marketing For Dummies covers basics like sales strategy, channel selection and development, pricing, and advertising. We also teach you complex elements like personalization, customer behavior, purchasing trends, ESG ratings, and market influences. With this complete guide, you can build a business that not only competes in a challenging market, but wins.

This updated edition of Marketing for Dummies will walk you through the latest marketing technologies and methods, including customer experience, retargeting, digital engagement across all channels and devices, organic and paid SEO, Google ads, social media campaigns and posts, influencer and content marketing, and so much more. You’ll discover what works, what doesn’t, and what is best for your business and budget.

  • Learn the marketing and sales strategies that work in any economy
  • Discover how to engage customers with trust and enthusiasm
  • Understand post-pandemic changes in consumer attitudes
  • Discover new tools and technologies for finding customers and inspiring loyalty
  • Adapt your brand, pricing, and sales approach to make your business more valuable
  • Avoid common marketing mistakes and learn how to measure the impact of your efforts

For small to mid-size business owners and marketing professionals, Marketing For Dummies lets you harness the latest ideas to drive traffic, boost sales, and move your business forward.

Table of contents

  1. Cover
  2. Title Page
  3. Copyright
  4. Introduction
    1. About This Book
    2. Foolish Assumptions
    3. Icons Used in This Book
    4. Beyond the Book
    5. Where to Go from Here
  5. Part 1: Marketing in a Thriving Consumer Culture
    1. Chapter 1: Understanding Consumer Values and Mind-sets
      1. Assessing the New Consumer Culture
      2. Bridging Generational Gaps
      3. Creating Trust Equity in a Low-Trust Society
      4. Improving Customer Journeys for Sustainability
      5. Making It Real and Keeping It Fun
    2. Chapter 2: Triggering the Psychology of Choice for Lifetime Value
      1. Connecting with Customers in Times of Fear and Uncertainty
      2. The Universal Influencers of Human Behavior
      3. Understanding the Basics of Human Psychology
      4. Tapping into Social Influencers
      5. Appealing to Consumers’ Happiness and Purpose
      6. Putting It All Together
    3. Chapter 3: Engaging Experiences and Journeys That Drive Sales and Loyalty
      1. Moving from Reactive Customer Service to Proactive Customer Experiences
      2. Creating Experiences Around Personal Relevance
      3. Applying Technology for Memorable Customer Experiences
      4. Taking Customer Experience Beyond Service
      5. Creating Customer Experiences Around Brand Communities
      6. Mapping Out a Touchpoint Journey from Introduction to Lifetime Value
  6. Part 2: Building a Strategy for LTV and ROI
    1. Chapter 4: Laying a Foundation for Growth
      1. Measuring the Growth Rate of Your Market
      2. Finding Your Best Growth Strategies
      3. Building on a Market Segmentation Strategy
      4. Developing a Market Share Strategy
      5. Enhancing Your Positioning Strategy
      6. Changing Your Mind-set
    2. Chapter 5: Researching Your Customers, Competitors, and Industry
      1. Conducting Research That Delivers Actionable Insights
      2. Gathering Information about Market and Consumer Trends
      3. Preparing Effective Surveys to Ensure You Get Accurate Insights
      4. Understanding Some of the Technical Stuff
      5. Paying Wisely for Market Research
      6. Staying on Top of Social Trends
    3. Chapter 6: Creating a Winning Marketing Plan
      1. Getting Started on a Launch or Growth Plan
      2. Considering Pricing Strategies
      3. Mastering the Psychology of Pricing
      4. Creating Your Controls or KPIs
      5. Conducting a SWOT Analysis
      6. Winning with Collaboration and Corporate Social Responsibility
      7. Leveling Up in More Ways Than One
      8. Mapping Out Your Action Steps
      9. Projecting Expenses and Revenues
    4. Chapter 7: Content Marketing and Marketing Content
      1. Getting the Gist of Content Marketing
      2. Creating a Credible Content Marketing Plan
      3. Producing Compelling Marketing Content
      4. Giving Ad Content Greater Stopping Power
  7. Part 3: Executing Across Channels
    1. Chapter 8: Creative That Engages the Mind
      1. Assessing Your Current Creative
      2. Defining Your Creative Strategy
      3. Crafting a Sustainable Brand Identity
      4. Writing a Creative Brief
      5. Applying Creativity to Branding and Much More
    2. Chapter 9: Optimizing Digital and Social Tools and Tactics
      1. Getting Familiar with the Channels Customers Use Most
      2. Developing Digital Tools That Drive Brands
      3. Using Automated Customization to Work Smarter and Faster
    3. Chapter 10: Embracing the New Age of Advertising
      1. Advertising on Social Media
      2. Advertising with Mobile Apps
      3. Winning with Sponsored Content
      4. Exploring Digital Banner Advertising
      5. Making the Most of Print Advertising in a Digital World
      6. Elevating Your Brand with Broadcast Advertising
      7. Investing in the Basics behind Successful Advertising
  8. Part 4: Powerful Ways to Build Sales through Email, Websites, and SEO
    1. Chapter 11: Building Individual Value with Mass Personalization
      1. Grasping the Basics of Direct Marketing
      2. Understanding the Elements of Successful Direct Marketing
      3. Creating Direct Campaigns for Direct Profitability
      4. Prepping Your Email Campaigns for Success
      5. Improving Print Open Rates
      6. Testing Your Direct Marketing
      7. Telemarketing: To Call or Not
    2. Chapter 12: Building an Engaging and Winning Website
      1. Building Out the Elements of a Successful Website
      2. Creating and Managing a Web Identity
      3. Crafting a Website That Drives Engagement and Sales
      4. Driving Traffic and Conversion with Content
      5. Putting It All Together for the Perfect Website
    3. Chapter 13: Succeeding with Affordable SEO Strategies and Tactics
      1. Understanding the Basics of SEO
      2. Optimizing SEO with Google Ads
      3. Driving Traffic and Sales with Google My Business
      4. Remaining Relevant and Current in SEO Rankings
  9. Part 5: Setting Your Brand Up for Sustainable Sales
    1. Chapter 14: Leveraging Networks and Events
      1. Harnessing the Power of Social Hives
      2. Launching Your Own Public Event
      3. Supporting Third-Party Events
      4. Maximizing Trade Show ROI
    2. Chapter 15: Tuning In to the Right Sales Channel
      1. Setting Up a Successful E-commerce Program
      2. Understanding Your Options
      3. Setting Up Third-Party Digital Storefronts
      4. Considering Off-line Distribution Strategies
      5. Understanding Channel Structure
      6. Preparing for Successful In-Store Selling
    3. Chapter 16: Prospecting and Selling for ROI
      1. Exploring Proven Prospecting Tactics and Tools
      2. Selling for a Lifetime
      3. Getting to Yes via Emotional Selling Propositions
      4. Prioritizing Your Pipeline
      5. Consultative Selling and Account-Based Marketing
      6. Creating Sales Presentations with ESP Power
      7. Organizing and Managing Your Sales Force
  10. Part 6: The Part of Tens
    1. Chapter 17: Ten Common Marketing Mistakes (And How to Avoid Them)
      1. Making Assumptions
      2. Ignoring Customer Complaints
      3. Faking Popularity
      4. Using Dirty Data
      5. Competing on Price
      6. Ignoring the Emotional Drivers of Choice
      7. Forgetting to Edit
      8. Offering What You Can’t Deliver
      9. Treating Customers Impersonally
      10. Blaming the Customer
    2. Chapter 18: Ten Ways to Measure Results (Beyond ROI)
      1. Establish Clear Objectives
      2. Tie Your Metrics to Your Objectives
      3. Set Learning Priorities
      4. Establish a Target ROI
      5. Know Your Customer Lifetime Value
      6. Know Your Allowable Customer Acquisition Cost
      7. Establish Benchmarks
      8. Turn the Funnel Upside Down
      9. Adjust Your Funnel Benchmark Assumptions When You Have Real Data
      10. Avoid the Dashboard Trap
  11. Index
  12. About the Author
  13. Connect with Dummies
  14. End User License Agreement

Product information

  • Title: Marketing For Dummies, 6th Edition
  • Author(s): Jeanette Maw McMurtry
  • Release date: November 2022
  • Publisher(s): For Dummies
  • ISBN: 9781119894872