基本信息出版社：John Wiley and Sons Ltd
页码：408 页
出版日期：2004年04月
ISBN：0764556002
条形码：9780764556005
版本：第2版
装帧：平装
开本：16开 Pages Per Sheet
丛书名：For Dummies (Career/Education)
外文书名：阿呆系列: 营销简述

内容简介 Book 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

* Creating a compelling Internet strategy
* Succeeding at trade shows
* Producing interesting labeling, billboards, and print ads
* Understanding point-of-purchase advertising

Sure, marketing can be a great deal of fun it is, after all, a rare aspect of business where creativity is not only tolerated but essential to success. Yet in the long run, marketing is all about the bottom line. And Marketing For Dummies has a great many solutions of use to anyone who faces the challenge of finding and satisfying customers.

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

Book Dimension
length: (cm)23.4 　　　 　　　　　 　　　　　 width:(cm)18.7
作者简介 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.
专业书评 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
目录
Introduction.
Part I: Designing a Great Marketing Program.
Chapter 1: Maximizing Your Marketing Program.
Chapter 2: Clarifying Your Marketing Strategy.
Chapter 3: Writing a Marketing Plan.
Part II: Leveraging Your Marketing Skills.
……