Efnisyfirlit

• Cover
• Introduction
  • About This Book
  • Foolish Assumptions
  • Icons Used in This Book
  • Beyond the Book
  • Where to Go from Here
• Part 1: Marketing in a Consumer‐Driven World
  • Chapter 1: Understanding Consumers Today and What Matters Most
    • Coming to Terms with the State of the Consumer Mind
    • Addressing the Generation Gaps
    • Creating Trust Equity among Today’s Consumers
    • Improving Customer Experiences for Sustainability
    • Pushing Boundaries with Guerilla Marketing
  • Chapter 2: The Psychology of Choice and How to Trigger It for Lifetime Value
    • The Unconscious Mind: The Real Driver of Consumer Choice
    • Psychological Drivers That Drive Sales
    • Aligning with Powerful Social Influencers
    • Appealing to Consumers’ Happiness and Purpose
    • Putting It All Together
  • Chapter 3: Laying a Foundation for Growth
    • Measuring the Growth Rate of Your Market
    • Responding to a Flat or Shrinking Market
    • Finding Your Best Growth Strategies
    • Growing a Market Segmentation Strategy
    • Developing a Market Share Strategy
    • Designing a Positioning Strategy
    • Growth Hacking to Build Leads and Market Share
    • Selling Innovative Products
• Part 2: Building a Strategy for LTV and ROI
  • Chapter 4: Researching Your Customers, Competitors, and Industry
    • Knowing When and Why to Do Research
    • Checking Out Net Promoter Scores and How to Find Yours
    • Asking Really Good Questions on Surveys
    • Writing ESP Surveys
    • Paying Wisely for Market Research
    • Discovering Low‐Cost and Even Free Ways to Find Out What Matters Most
    • Riding a Rising Tide with Demographics
  • Chapter 5: Creating a Winning Marketing Plan
    • The Marketing Plan Components You Need
    • Addressing the Four Ps
    • Conducting a SWOT Analysis
    • Focusing on Functional Alternatives
    • Why Collaboration Matters So Much
    • Expanding Your Target
    • Creating a Working Marketing Plan
    • Mapping Out Your Action Steps
    • Keeping It Real: Do’s and Don’ts of Planning
    • Preparing for Economic Influences
    • Budgeting Your Game
    • Managing Your Marketing Program
    • Projecting Expenses and Revenues
    • Creating Your Controls
  • Chapter 6: Content Marketing and Marketing Content
    • An Overview of Content Marketing
    • Creating a Credible Content Marketing Plan
    • Taking Advantage of User‐Generated Content
    • Flipping to Marketing Content
    • Content Marketing Writing Tips for Better Results
• Part 3: Creating an Omni‐Channel Plan
  • Chapter 7: Creative That Engages the Mind
    • Creating Compelling Creative
    • Applying Your Creativity
    • Writing a Creative Brief
    • Applying Creativity to Branding and Much More
  • Chapter 8: Digital Tools and Tactics That Work
    • Exploring Digital Channels You Can’t Ignore
    • Using Facebook for Engagement That Builds Sales
    • Building Your Twitter Presence
    • Igniting Your Social Presence on Instagram
    • Expanding Your Network through LinkedIn
    • Promoting Your Brand with Pinterest
    • Discovering Digital Tools That Drive Brands
    • Advertising on the Web
    • Using Automated Customization to Work Smarter and Faster
  • Chapter 9: Using Print in a Digital World
    • Creating Printed Marketing Materials
    • Producing Effective and Efficient Print Collateral
    • Placing Print Ads That Generate Leads
• Part 4: Powerful Ways to Engage for LTV and ROI
  • Chapter 10: Going Direct with Data, Personalization, and Sales
    • Understanding the Metrics of Direct Marketing
    • The Basics of Direct Marketing
    • Digging Deeper into Data
    • Creating Direct Campaigns for Direct Profitability
    • Going Direct with Email
    • Integrating Call and Chat Centers
  • Chapter 11: Building a Website That Engages and Sells
    • Creating and Managing a Web Identity
    • Creating an Engaging Website
    • Integrating Key Design Elements
    • Driving Traffic via SEM and SEO
    • Creating Landing Pages, Blogs, and More
    • Monetizing Your Web Traffic
  • Chapter 12: Leveraging Networks and Events
    • Harnessing the Power of Social Hives
    • Launching Your Own Public Event
    • Sponsoring a Special Event
    • Maximizing Trade Show ROI
• Part 5: Building a Brand That Sells Again and Again
  • Chapter 13: Making Your Brand Stand Out
    • Building Sustainable Brand Equity
    • Telling Your Brand’s Story
    • Branding Your Identity
    • Designing a Product Line
    • Strengthening an Existing Product
    • Introducing New and Successful Products
    • Upgrading or Expanding an Existing Product
  • Chapter 14: Finding the Right Pricing Approach
    • Pricing Opportunities and Obstacles
    • Setting or Changing Your List Price
    • Designing Special Offers
    • Staying on Top of U.S. Regulations
  • Chapter 15: Distribution and Merchandising in an Augmented World
    • Considering Distribution Strategies
    • Tracking Down Ideal Distributors
    • Understanding Channel Structure
    • Reviewing Retail Strategies and Tactics
  • Chapter 16: Succeeding in Sales and Service
    • Selling for a Lifetime
    • Selling for Sustainability
    • Getting to Yes via ESP Selling
    • Organizing Your Sales Force
    • Retaining Customers with Great Service
• Part 6: The Part of Tens
  • Chapter 17: Ten Common Marketing Mistakes (And How to Avoid Them)
    • Making Assumptions
    • Ignoring Customer Complaints
    • Faking Popularity
    • Using Dirty Data
    • Competing on Price
    • Ignoring the Emotional Drivers of Choice
    • Forgetting to Edit
    • Offering What You Can’t Deliver
    • Treating Customers Impersonally
    • Blaming the Customer
  • Chapter 18: Ten Ways to Measure Results (Beyond ROI)
    • Establish Clear Objectives
    • Tie Your Metrics to Your Objectives
    • Set Learning Priorities
    • Establish a Target ROI
    • Know Your Customer Lifetime Value
    • Know Your Allowable Customer Acquisition Cost
    • Establish Benchmarks
    • Turn the Funnel Upside Down
    • Adjust Your Funnel Benchmark Assumptions When You Have Real Data
    • Avoid the Dashboard Trap
• About the Author
• Connect with Dummies
• End User License Agreement

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