Marketing for Dummies |
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| Title: | Marketing for Dummies |
| Author: | Alexander Hiam |
| Publisher: | For Dummies |
| Type: | Book / Paperback |
| Publication Date: | 02 June, 1997 |
| ISBN / ISBN-13: | 1568846991 / 9781568846996 |
| List Price: | $21.99 |
| You Save: | $15.99 |
| Amazon Price: | $6.00 (via Amazon marketplace seller) |
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Editorial Review / Publisher's Information:
Product 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.
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Customer Reviews:
• A Very Good Start
26 May, 2008
In "Marketing For Dummies", Alexander Hiam covers the basics of marketing, starting with an overview of what exactly marketing is, followed by how to design a marketing program and onwards:
*Easy to read (though not a quick read by any means. But that's okay, because it's meant to be used as a reference book, not a novel.)
*Like most of the other "for Dummies" books, there are tags on the page designed to draw the reader's attention to key/important concepts.
*Covers a wide range of marketing activities from branding, to direct response marketing to marketing a business online.
I'd highly recommend this book to anyone looking to get a basic (but thorough) understanding of what marketing is and how to implement it into their business, then to look to other books for more advanced insights on specific areas of their marketing strategy.
- Amazon Customer Review
• "dummies" Strikes Again.
15 December, 2009
Well written, clear, lots of good information for a beginner. Worth the price, especially on the used market.
- Amazon Customer Review
• Not For Me
01 September, 2008
Bought this as I thought being a general guide I may find areas attributable to my needs, my business has'nt really got a book out there that I could use specifically. I've also read 'Duct Tape Marketing' which is far superior and practical. The 'Dummies' book is too general, so much so that it isn't at all usuable in real business - the Dummies book would be okay for a marketing student to give them a theoretical understanding of marketing, but don't bother with it if you need a practical application of marketing.
- Amazon Customer Review
• Enjoy Reading
07 September, 2009
The book, like others "for Dummies" series, is interesting, but just suitable for Small and Home business. In my case, working at a global group, this book is not enough.
Anyway, I enjoy reading it!
- Amazon Customer Review
• Great Advice With A Few Issues
12 October, 2009
I am a strong fan of the Dummies series. I'm not fond of the name - none of us should feel like a Dummy - but the information is good quality and takes you through step by step. This Marketing book is no exception.
There are many examples in here to help you understand their message. For example, use all means at your disposal to get your message out. T-shirts. Car signs. Press releases, targeted at buyers, not at journalists. Fill the releases with "five tips for ..." to give people concrete advice.
Your sales are made both with logic and emotion, so make sure you appeal to both sides. Explain the factual reasons that your item makes perfect sense, but also help the client to feel good about their choice. Coach them along the path, offering trial runs if possible. Maintain good relations with all your customers, even the tough ones. That grumpy customer who you ignore could easily become your strongest anti-marketing messenger, going around and spreading the word about how awful you are.
Along the same path, the customer is always right. Don't blame them, even if you're upset. Do your very best to resolve the situation and, if nothing else, leave them with the sense that they were always treated with professional calm.
In tough economic times, it can be tempting to slash prices. That creates a downward spiral that, in many cases, does not help much. Instead, compete on brilliance. Show why you are worth every penny and how your quality pays for itself. Even in rough times, people still splurge on items that are important.
Make sure your message is clear and focused. Quadruple check it for any typos or errors. Only send ONE message, don't annoy your audience with repeats. Make sure you market things you do WELL - if you spread yourself too thin, your reputation will suffer and that will affect everything you do. Always target your message exactly at one group of buyers.
Make sure you know why people choose you. What makes you distinctive?
There's a lot of good material here. You have to read wisely, though. Not all of the advice is spot-on. The book says that a full page ad in a magazine isn't as economical as a half page ad - but then later it says if you're pinching pennies to get the full page ad. Huh? It says NOT to buy any "already owned" domain name - but I know many cases where someone did that and the small cost to the current owner was well worth it, to get the wonderfully perfect name.
Still, there is a lot of good information in here. Focus on your product's strengths and play them up. Fill your pages with research, how-tos, information. Become a resource and then people will find you naturally. They will realize the great products you offer once they are there. Offer testimonials. Put your logo on everything you give away, send freebies to good customers. Network. Compliment your customers.
In the same breath they recommend all companies let their visitors rate their products freely. I realize this might be a great fit for some companies - maybe a pen vendor who has 100 different pens. If a certain pen gets poorly rated, they can just stop carrying it. But what if you're a glass blower who makes unique works? You could have a disgruntled customer who breaks their item and comes on your site to complain, and now your page permanently carries her rant. This is a feature that needs a great deal of thought before it goes into operation.
One of their most important messages is the most simple. Find ways to be happy. It will reflect in everything you do, in every interaction with potential clients and long term customers. This one basic change can make a huge difference in your entire system.
- Amazon Customer Review
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