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Marketing For Dummies

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Efnisyfirlit

  • Marketing For Dummies
  • About the Authors
  • Dedications
  • Authors’ Acknowledgments
  • Contents at a Glance
  • Table of Contents
  • Introduction
    • About This Book
    • Conventions Used in This Book
    • Foolish Assumptions
    • How This Book Is Organised
      • Part I: Where You Are, Where You’re Going
      • Part II: Creating Thinking, Powerful Marketing
      • Part III: Advertising Everyone Can Do
      • Part IV: Powerful Alternatives to Advertising
      • Part V: Connecting With Your Customers
      • Part VI: The Part of Tens
    • Icons Used in This Book
    • Where to Go from Here
  • Part I: Where You Are, Where You’re Going
    • Chapter 1: Making the Most of Your Marketing
      • Your Marketing Strategy: A Map to Success
      • Knowing Your Customer
        • Getting focused
        • Finding out why customers like you
        • Working out the best way to find customers
      • Defining Your Marketing Methods
        • Finding your customer touchpoints
        • Analysing your seven Ps
        • Adding to your list
        • Determining what works best for each P
        • Deciding which P is most important
        • Catching the uncontrolled Ps
      • Clarifying Your Marketing Expectations
        • Projecting improvements above base sales
        • Planning to fail, understanding why and trying again
      • Finding More Ways to Maximise Your Marketing Impact
    • Chapter 2: Clarifying Your Marketing Strategy
      • Benefitting from a Core Strategy
      • Expanding with a Market Expansion Strategy
      • Specialising with a Market Segmentation Strategy
        • Specialising to outdo the competition
        • Adding a segment to expand your market
      • Developing a Market Share Strategy
        • Calculating your share of the market
        • Setting market share goals
        • Deciding whether you should invest in growing your share
        • Achieving your market share goals
      • Revising Your Strategy over the Life of the Product Category
        • Interpreting and predicting market growth
        • Choosing your life-cycle strategy
      • Designing a Positioning Strategy
      • Considering Other Core Strategies
        • Simplicity marketing
        • Quality strategies
        • Reminder strategies
      • Writing Down Your Strategy
        • Looking at an example
        • Dusting it off and reading it, for goodness sake
    • Chapter 3: Writing a Marketing Plan
      • Identifying Some Planning Rules and Tips
        • Avoiding common mistakes
        • Breaking down your plan into simple sub-plans
      • Writing a Powerful Executive Summary
      • Clarifying and Quantifying Your Objectives
      • Preparing a Situation Analysis
        • Seeing trends more clearly than others do
        • Using a structured approach to competitor analysis
        • Building a competitor analysis table
      • Explaining Your Marketing Strategy
        • Combining strategies and objectives
        • Basing your strategy on common sense
      • Summarising Your Marketing Mix
        • Prioritising your touchpoints and determining cost
        • Creating marketing plans for multiple groups
      • Exploring Your Marketing Components
      • Managing Your Marketing
      • Projecting Expenses and Revenues
        • Build-up forecasts
        • Indicator forecasts
        • Multiple scenario forecasts
        • Time-period projections
      • Creating Your Controls
      • Using Planning Templates and Aids
  • Part II: Creative Thinking, Powerful Marketing
    • Chapter 4: Researching Your Customers, Competitors and Industry
      • Understanding Why Research Matters – and Knowing What to Focus On
        • Research for better ideas
        • Research for better decisions
        • Research for your strengths and weaknesses
      • Planning Your Research
      • Carrying Out Primary Research
        • Observing customers
        • Asking questions
        • Using the answers
      • Introducing a Dozen Ideas for Low-Cost Research
        • Watching what your competitors do
        • Creating a customer profile
        • Entertaining customers to get their input
        • Using email for single-question surveys
        • Watching people use your product
        • Establishing a trend report
        • Researching your strengths
        • Analysing customer records
        • Surveying your own customers
        • Testing your marketing materials
        • Interviewing defectors
        • Asking your kids
      • Finding Free Data
        • Getting info from the web
        • Hooking up with a librarian
        • Tapping into government resources
        • Getting media data
    • Chapter 5: Harnessing Creativity in Your Business
      • Taking in the Creative Process at a Glance
      • Finding Out What You Need To Change
        • Undertaking the marketing audit: More fun than it sounds
        • Picking your creative role
      • Generating Great Ideas
        • Finding the time to think
        • Becoming an ideas factory
        • Encouraging group creativity
      • Applying Your Creativity
        • Writing a creative brief
        • Using creativity to forge brand image
    • Chapter 6: Making Your Marketing Communications More Powerful
      • Establishing Communication Priorities
        • Strengthening your marketing communications
        • Deciding whether to appeal to logic or emotions
      • Using Four Easy Strategies to Strengthen Your Appeal
        • Image strategy
        • Information strategy
        • Motivational strategy
        • Demonstration strategy
      • Catching Your Customers’ Eyes and Pulling Them In
        • Stopping power
        • Pulling power
  • Part III: Advertising Everyone can Do
    • Chapter 7: Brochures, Press Ads and Print
      • Designing Printed Marketing Materials
        • Dissecting printed materials
        • Putting the parts together: Design and layout
        • Understanding the stages in design
        • Finding your font
      • Producing Brochures, Fliers and More
        • Listing your top three uses
        • Writing about strengths and weaknesses
        • Incorporating a clear, compelling appeal
        • Putting it all together
      • Placing a Print Ad
        • Working out if you can afford to advertise
        • Finding inexpensive places to advertise
        • Selecting the ad size
        • Testing and improving your print ad
    • Chapter 8: Signs, Posters and More
      • Introducing the Essential Sign
        • Appreciating what your sign can do
        • Writing good signs
      • Discovering Flags, Banners and Awnings
        • Flagging down your customers
        • Utilising canopies and awnings
      • Putting up Posters: Why Size Matters
        • Deciding on outdoor ad formats
        • Maximising your returns
      • Delivering Messages on the Move: Transport Advertising
        • Bus advertising
        • Taxi advertising
        • Airport advertising
        • A note about your own vehicles
      • Being Innovative with Ambient Media – Your Ad in Unusual Places
      • Advertising on T-shirts to Shopping Bags: Small but Effective
        • Embellishing T-shirts, umbrellas and bumper stickers
        • Bagging it up
      • Considering a Few Commonsense Rules for Outdoor Advertising
    • Chapter 9: TV and Radio Ads (Or Your Own Show!)
      • Creating Ads for Radio
        • Buying airtime on radio
        • Targeting advertising via radio
      • Finding Cheaper Ways to Use the Power of Video
      • Designing Ads for TV
        • Getting emotional
        • Showing your message
        • Considering style
        • Buying airtime on TV
        • Working out the cost of a TV ad
        • Making your own TV (or radio) programme
  • Part IV: Powerful Alternatives to Advertising
    • Chapter 10: Digital Marketing
      • Reaching Out with a Website
        • Choosing a web address
        • Checking your name’s availability
        • Registering your site name
      • Creating a Compelling Website
        • Finding resources to help with design
        • Hiring a professional designer
        • Developing a registration service
        • Driving traffic with content
      • Tracking Your Site’s Traffic
        • Paying attention to your site’s visitors
      • Designing and Placing a Banner Ad
        • Hiring a web media service
        • Creating your own banner ad
        • Placing your banner ads
        • Interpreting click statistics
      • Getting Others to do the Work: Affiliate Marketing
        • Getting started
        • Choosing a network
      • Entering the Blogosphere
      • Using Email for Marketing
        • Sending only good emails
        • Understanding email etiquette
      • Getting Mobile with Your Marketing
      • Knowing How Much to Budget
      • One Final, Important Thought
    • Chapter 11: Using Search Engines
      • Getting to Grips with How Search Engines Work
      • Understanding SEO
      • Considering SEO Do’s and Don’ts
        • White Hat practices
        • Black Hat practices
      • Choosing between In-house or Outsourcing
      • Understanding What Paid Search Is
      • Taking a Look at Google
      • Discovering How to Bid on Keywords
      • Deciding between In-House or Agency
      • Optimising Your Paid Search Campaign
      • Integrating Paid Search with other Channels
    • Chapter 12: Tapping into Networking Sites
      • Understanding Web 2.0
      • Introducing Social Networks: Facebook, Twitter and LinkedIn
      • Marketing with Pull not Push Strategies
      • Setting Up Your Own Brand or Professional Profile
        • Signing up to Facebook
        • Signing up to Twitter
        • Signing up to LinkedIn
      • Attracting Visitors to Your Page or Profile
        • Creating interesting content
        • Advertising your presence
      • Unleashing the Power of Applications in Online Advertising
      • Creating Your Own Apps
        • Step 1
        • Step 2
        • Step 3
        • Step 4
      • Maintaining Your Conversations and Adding Value
      • Benefitting from Others’ Success
    • Chapter 13: Embracing Mobile Marketing
      • Texting for Success
        • Getting started with SMS
        • Partnering with a mobile marketing agency
      • Taking a Look at the Mobile Web
      • Realising There’s an App for That!
      • Reviewing Other Mobile Marketing Technologies
      • Following Privacy and Best Practice Guidelines
    • Chapter 14: Direct Marketing and Telemarketing
      • Beating the Odds with Your Direct Marketing
        • Perfecting your performance
        • Developing benchmarks for your campaign
        • Boosting sales from your offers
      • Designing Direct-Response Ads
      • Delivering Direct Mail
        • Unlocking the secrets of great direct mail
        • Getting your letter mailed
        • Purchasing mailing lists
      • Establishing and Running a Call Centre
        • Being accessible to desirable customers when they want to call you
        • Capturing useful information about each call and caller
        • Recognising – and taking care of – repeat customers
        • Gathering data on the effectiveness of direct-response ads and direct mail
      • Tuning in to Telemarketing
        • Using inbound and outbound telemarketing
        • Being truthful and decent in your telemarketing
      • Keeping it Legal (and Decent)
        • Observing the Data Protection Act
        • Understanding preference services
        • Adhering to consumer protection Distance Selling Regulations
    • Chapter 15: Public Relations and Word of Mouth
      • Using Publicity to Your Advantage
        • Tackling public relations
        • Creating a good story
        • Communicating your story to the media: Press releases
        • Considering video and electronic releases
        • Being interviewed for TV and radio
      • Making the Most of Word of Mouth
        • Doing good deeds
        • Spicing up your sales promotions
        • Identifying and cultivating decision influencers
        • Seizing control of the Internet
    • Chapter 16: Face-to-Face Marketing
      • Harnessing the Power of Face-to-Face Marketing
        • Planning it yourself or piggybacking
        • Using business and industry opportunities
      • Sponsoring a Special Event
        • Finding cause-related events
        • Running the numbers on an event
        • Evaluating the options for sponsorship
      • Putting on a Public Event
        • Selling sponsorship rights
        • Getting help managing your event
      • Exhibiting at Shows and Exhibitions
        • Knowing what trade shows can accomplish for you
        • Building the foundations for a good stand
        • Locating compatible trade shows
        • Renting the perfect stand
        • Setting up other kinds of displays
      • Doing Demonstrations
      • Giving Gifts
  • Part V: Connecting With Your Customers
    • Chapter 17: Branding, Managing and Packaging a Product
      • Finding Simple Ways to Leverage Your Product
      • Identifying When and How to Introduce a New Product
        • Coming up with the next great thing
        • Using the significant difference strategy
      • Branding and Naming Your Product
        • Designing a product line
        • Maintaining your product line: When to change
        • Naming a product or product line
        • Legally protecting your product’s name and identity
      • Packaging and Labelling: Dressing Products for Success
        • Appreciating the importance of packaging
        • Working out if your packaging can make the sale
      • Modifying an Existing Product: When and How
        • When it’s no longer special
        • When it lacks champions
      • Killing a Product
        • When to kill a product
        • How to kill or replace a product
    • Chapter 18: Using Price and Promotions
      • Understanding the Facts of Pricing
        • Avoiding underpricing
        • Exploring the impact of pricing on customers’ purchases
        • Finding profits without raising prices
      • Following Five Easy Steps to Setting Prices
        • Step 1: Find out who really sets the price
        • Step 2: Examine all your costs
        • Step 3: Evaluate customer perception of price
        • Step 4: Examine secondary influences
        • Step 5: Set your strategic objectives
        • Understanding how customers perceive and remember prices
      • Using Discounts and Other Special Offers
        • Designing coupons and figuring out how much to offer
        • Forecasting redemption rates
        • Predicting the cost of special offers
      • Staying Out of Trouble with the Law
    • Chapter 19: Distribution, Retail and Point of Purchase
      • Offering Distributing Advice
      • Getting Distributors on Your Side
      • Understanding Marketing Channel Structure and Design
        • What do intermediaries do to earn their cut?
        • Channel design considerations
      • Reviewing Retail Strategies and Tactics
        • Developing merchandising strategies
        • Creating atmosphere
        • Building price and quality strategies
        • Pursuing retail sales
      • Stimulating Sales at Point of Purchase
        • Designing POP displays
        • Answering questions about POP
    • Chapter 20: Sales and Service Essentials
      • Providing Strategic Leadership in Sales
        • Describing sales strategies in a nutshell
        • Following up with customer support
      • Knowing When to Emphasise Personal Selling
      • Figuring Out Whether You Have What It Takes
      • Making the Sale
        • Generating sales leads
        • Purchasing lists for lead generation
        • Forgetting cold calling on households
        • Developing great sales presentations and consultations
      • Organising Your Sales Force
        • Determining how many salespeople you need
        • Hiring your own or using reps?
        • Renting a salesperson
      • Compensating Your Sales Force
      • Retaining Customers through Great Service
        • Measuring the quality of customer service
        • Delivering service recovery
  • Part VI: The Part of Tens
    • Chapter 21: Ten Common Marketing Mistakes to Avoid
      • Don’t Sell to the Wrong People
      • Don’t Give Away Money
      • Don’t Forget to Edit Before You Print
      • Don’t Keep Repeating Yourself
      • Don’t Fall into the Wish-We-Could Trap
      • Don’t Dole Out Impersonal Treatment
      • Don’t Blame the Customer
      • Don’t Avoid Upset Customers
      • Don’t Forget to Change
      • Don’t Stop Marketing
    • Chapter 22: Ten (Or So) Ways to Save Money in Marketing
      • Planning Your Expenditure
      • Thinking Small in a Big Way
      • Integrating Your Efforts
      • Spending Money Wisely and Cutting Judiciously
      • Focusing on Your Bottleneck
      • Giving Your Product or Service Away
      • Rewarding Your Customers
      • Using New Channels and Media
      • Giving Solid Guarantees
      • Recognising your own excellence
      • Being creative
      • Joining and participating
    • Chapter 23: Ten (Or So) Ideas for Lower-Cost Advertising
      • Creating Billboards on Wheels
      • Using Free Advertising Space
      • Getting Others to Advertise for You
      • Inviting a Customer to Lunch
      • Taking Liberties with Launches
      • Ignoring the Ratecard
      • Getting Publicity for Nothing
      • Standing Up and Saying Something
      • Running a Training Course
      • Borrowing Good Ad Ideas
      • Creating Your Own Network
  • Index
  • Advert

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Vörumerki: Dummies Series
Tilboði lýkur 25.06.2019
Vörunúmer: 9781119365556
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Marketing For Dummies

Vörumerki: Dummies Series
Tilboði lýkur 25.06.2019
Vörunúmer: 9781119365556
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