Marketing For dummies:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, New Jersey
John Wiley & Sons
[2014]
|
| Ausgabe: | 4th ed. |
| Schriftenreihe: | --For dummies
|
| Schlagworte: | |
| Online-Zugang: | TUM01 Volltext |
| Beschreibung: | Adding Satellites around Your Hub Site to Draw Visitors 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 Master the latest marketing tools and trends Marketing strategies are evolving faster than ever before, and mastering the latest and greatest strategies are essential to getting results. This updated edition of the classic marketing bestseller includes new and revised material, with full coverage of the latest marketing trends and how to effectively apply them to your business. Whether it's boosting your baseline marketing skills, figuring out social media, developing a comprehensive Internet marketing strategy, or getting expert tips on effective local marketing techniques, Market |
| Beschreibung: | 1 Online-Ressource (xiv, 366 pages) |
| ISBN: | 111888065X 1118880803 1118880900 9781118880654 9781118880807 9781118880906 |
Internformat
MARC
| LEADER | 00000nmm a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV042740426 | ||
| 003 | DE-604 | ||
| 005 | 20151020 | ||
| 007 | cr|uuu---uuuuu | ||
| 008 | 150806s2014 |||| o||u| ||||||eng d | ||
| 020 | |a 111888065X |9 1-118-88065-X | ||
| 020 | |a 1118880803 |9 1-118-88080-3 | ||
| 020 | |a 1118880900 |9 1-118-88090-0 | ||
| 020 | |a 9781118880654 |9 978-1-118-88065-4 | ||
| 020 | |a 9781118880807 |9 978-1-118-88080-7 | ||
| 020 | |a 9781118880906 |9 978-1-118-88090-6 | ||
| 035 | |a (OCoLC)877770997 | ||
| 035 | |a (DE-599)BVBBV042740426 | ||
| 040 | |a DE-604 |b ger |e aacr | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-91 | ||
| 082 | 0 | |a 658.802 | |
| 100 | 1 | |a Hiam, Alexander |d 1957- |e Verfasser |0 (DE-588)112829309 |4 aut | |
| 245 | 1 | 0 | |a Marketing For dummies |c by Alexander Hiam |
| 250 | |a 4th ed. | ||
| 264 | 1 | |a Hoboken, New Jersey |b John Wiley & Sons |c [2014] | |
| 300 | |a 1 Online-Ressource (xiv, 366 pages) | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b c |2 rdamedia | ||
| 338 | |b cr |2 rdacarrier | ||
| 490 | 0 | |a --For dummies | |
| 500 | |a Adding Satellites around Your Hub Site to Draw Visitors | ||
| 500 | |a 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 | ||
| 500 | |a 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 | ||
| 500 | |a 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 | ||
| 500 | |a 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 | ||
| 500 | |a 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 | ||
| 500 | |a pt. VI. The part of tens -- 18. Ten common marketing mistakes -- 19. Ten tips for boosting web sales | ||
| 500 | |a Master the latest marketing tools and trends Marketing strategies are evolving faster than ever before, and mastering the latest and greatest strategies are essential to getting results. This updated edition of the classic marketing bestseller includes new and revised material, with full coverage of the latest marketing trends and how to effectively apply them to your business. Whether it's boosting your baseline marketing skills, figuring out social media, developing a comprehensive Internet marketing strategy, or getting expert tips on effective local marketing techniques, Market | ||
| 650 | 4 | |a Advertising | |
| 650 | 4 | |a Marketing / Management | |
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Strategic planning | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Industrial Management |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Management |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Management Science |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Organizational Behavior |2 bisacsh | |
| 650 | 7 | |a Betriebswirtschaft, Unternehmen |2 bisacsh | |
| 650 | 7 | |a Marketing |2 bisacsh | |
| 650 | 7 | |a Marketing / Management |2 fast | |
| 650 | 4 | |a Wirtschaft | |
| 650 | 4 | |a Marketing |x Management | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 655 | 7 | |8 1\p |0 (DE-588)4151278-9 |a Einführung |2 gnd-content | |
| 689 | 0 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | |8 2\p |5 DE-604 | |
| 856 | 4 | 0 | |u http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=759721 |x Aggregator |3 Volltext |
| 912 | |a ZDB-4-NLEBK | ||
| 999 | |a oai:aleph.bib-bvb.de:BVB01-028171298 | ||
| 883 | 1 | |8 1\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
| 883 | 1 | |8 2\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
| 966 | e | |u http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=759721 |l TUM01 |p ZDB-4-NLEBK |q TUM_PDA_EBSCOBAE_gekauft |x Aggregator |3 Volltext | |
Datensatz im Suchindex
| _version_ | 1804174954772561920 |
|---|---|
| any_adam_object | |
| author | Hiam, Alexander 1957- |
| author_GND | (DE-588)112829309 |
| author_facet | Hiam, Alexander 1957- |
| author_role | aut |
| author_sort | Hiam, Alexander 1957- |
| author_variant | a h ah |
| building | Verbundindex |
| bvnumber | BV042740426 |
| collection | ZDB-4-NLEBK |
| ctrlnum | (OCoLC)877770997 (DE-599)BVBBV042740426 |
| dewey-full | 658.802 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.802 |
| dewey-search | 658.802 |
| dewey-sort | 3658.802 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 4th ed. |
| format | Electronic eBook |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>08020nmm a2200709zc 4500</leader><controlfield tag="001">BV042740426</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20151020 </controlfield><controlfield tag="007">cr|uuu---uuuuu</controlfield><controlfield tag="008">150806s2014 |||| o||u| ||||||eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">111888065X</subfield><subfield code="9">1-118-88065-X</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">1118880803</subfield><subfield code="9">1-118-88080-3</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">1118880900</subfield><subfield code="9">1-118-88090-0</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781118880654</subfield><subfield code="9">978-1-118-88065-4</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781118880807</subfield><subfield code="9">978-1-118-88080-7</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781118880906</subfield><subfield code="9">978-1-118-88090-6</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)877770997</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV042740426</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">aacr</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-91</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.802</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Hiam, Alexander</subfield><subfield code="d">1957-</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)112829309</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Marketing For dummies</subfield><subfield code="c">by Alexander Hiam</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">4th ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Hoboken, New Jersey</subfield><subfield code="b">John Wiley & Sons</subfield><subfield code="c">[2014]</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">1 Online-Ressource (xiv, 366 pages)</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">c</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">cr</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="490" ind1="0" ind2=" "><subfield code="a">--For dummies</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Adding Satellites around Your Hub Site to Draw Visitors</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">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</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">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</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">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</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">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</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">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</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">pt. VI. The part of tens -- 18. Ten common marketing mistakes -- 19. Ten tips for boosting web sales</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Master the latest marketing tools and trends Marketing strategies are evolving faster than ever before, and mastering the latest and greatest strategies are essential to getting results. This updated edition of the classic marketing bestseller includes new and revised material, with full coverage of the latest marketing trends and how to effectively apply them to your business. Whether it's boosting your baseline marketing skills, figuring out social media, developing a comprehensive Internet marketing strategy, or getting expert tips on effective local marketing techniques, Market</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Advertising</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing / Management</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Strategic planning</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Industrial Management</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Management</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Management Science</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Organizational Behavior</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Betriebswirtschaft, Unternehmen</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Marketing</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Marketing / Management</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Wirtschaft</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield><subfield code="x">Management</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="8">1\p</subfield><subfield code="0">(DE-588)4151278-9</subfield><subfield code="a">Einführung</subfield><subfield code="2">gnd-content</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="8">2\p</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="856" ind1="4" ind2="0"><subfield code="u">http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=759721</subfield><subfield code="x">Aggregator</subfield><subfield code="3">Volltext</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-4-NLEBK</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-028171298</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">2\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield><datafield tag="966" ind1="e" ind2=" "><subfield code="u">http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=759721</subfield><subfield code="l">TUM01</subfield><subfield code="p">ZDB-4-NLEBK</subfield><subfield code="q">TUM_PDA_EBSCOBAE_gekauft</subfield><subfield code="x">Aggregator</subfield><subfield code="3">Volltext</subfield></datafield></record></collection> |
| genre | 1\p (DE-588)4151278-9 Einführung gnd-content |
| genre_facet | Einführung |
| id | DE-604.BV042740426 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:08:36Z |
| institution | BVB |
| isbn | 111888065X 1118880803 1118880900 9781118880654 9781118880807 9781118880906 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028171298 |
| oclc_num | 877770997 |
| open_access_boolean | |
| owner | DE-91 DE-BY-TUM |
| owner_facet | DE-91 DE-BY-TUM |
| physical | 1 Online-Ressource (xiv, 366 pages) |
| psigel | ZDB-4-NLEBK ZDB-4-NLEBK TUM_PDA_EBSCOBAE_gekauft |
| publishDate | 2014 |
| publishDateSearch | 2014 |
| publishDateSort | 2014 |
| publisher | John Wiley & Sons |
| record_format | marc |
| series2 | --For dummies |
| spelling | Hiam, Alexander 1957- Verfasser (DE-588)112829309 aut Marketing For dummies by Alexander Hiam 4th ed. Hoboken, New Jersey John Wiley & Sons [2014] 1 Online-Ressource (xiv, 366 pages) txt rdacontent c rdamedia cr rdacarrier --For dummies Adding Satellites around Your Hub Site to Draw Visitors 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 Master the latest marketing tools and trends Marketing strategies are evolving faster than ever before, and mastering the latest and greatest strategies are essential to getting results. This updated edition of the classic marketing bestseller includes new and revised material, with full coverage of the latest marketing trends and how to effectively apply them to your business. Whether it's boosting your baseline marketing skills, figuring out social media, developing a comprehensive Internet marketing strategy, or getting expert tips on effective local marketing techniques, Market Advertising Marketing / Management Marketing Strategic planning BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Betriebswirtschaft, Unternehmen bisacsh Marketing bisacsh Marketing / Management fast Wirtschaft Marketing Management Marketing (DE-588)4037589-4 gnd rswk-swf 1\p (DE-588)4151278-9 Einführung gnd-content Marketing (DE-588)4037589-4 s 2\p DE-604 http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=759721 Aggregator Volltext 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Hiam, Alexander 1957- Marketing For dummies Advertising Marketing / Management Marketing Strategic planning BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Betriebswirtschaft, Unternehmen bisacsh Marketing bisacsh Marketing / Management fast Wirtschaft Marketing Management Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4151278-9 |
| title | Marketing For dummies |
| title_auth | Marketing For dummies |
| title_exact_search | Marketing For dummies |
| title_full | Marketing For dummies by Alexander Hiam |
| title_fullStr | Marketing For dummies by Alexander Hiam |
| title_full_unstemmed | Marketing For dummies by Alexander Hiam |
| title_short | Marketing For dummies |
| title_sort | marketing for dummies |
| topic | Advertising Marketing / Management Marketing Strategic planning BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Betriebswirtschaft, Unternehmen bisacsh Marketing bisacsh Marketing / Management fast Wirtschaft Marketing Management Marketing (DE-588)4037589-4 gnd |
| topic_facet | Advertising Marketing / Management Marketing Strategic planning BUSINESS & ECONOMICS / Industrial Management BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Management Science BUSINESS & ECONOMICS / Organizational Behavior Betriebswirtschaft, Unternehmen Wirtschaft Marketing Management Einführung |
| url | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=759721 |
| work_keys_str_mv | AT hiamalexander marketingfordummies |