Marketing For Dummies, 5th Edition

The classic, bestselling marketing guide, updated for the digital era

Marketing For Dummies, 5^th Edition is the ultimate handbook for boosting your business. Whether you’re a small mom-and-pop shop, a local nonprofit, or a mid-size business looking to grow, the right marketing approach can make your company or organization stand out from the crowd. This book shows you how to find, reach, and engage with your customers in a way that brings in business. This new  edition, updated to align with the latest marketing revolution, introduces you to essential techniques including search engine, guerilla, global, and behavior marketing. You’ll learn where to find your people, and how to give them what they want—how they want it—using behavioral techniques. You’ll discover inexpensive online marketing and promotion tools, proving that budget doesn’t have to be an insurmountable obstacle. You’ll find up-to-date marketing plans, resources, and examples throughout to help you get out there and get your business noticed today!

Today’s marketing treats every aspect of customer interaction—including customer service and the product itself—as an opportunity to grow. This book shows you how to harness the power of these techniques to drive traffic, boost sales, and move your business forward.

• Turn web visibility into real-world traffic and sales
• Reach the right people at the right time
• Develop a cohesive marketing plan for any budget
• Source locally, market dynamically, and connect with your community

Whether you’re looking for fundamental marketing skills, seeking guidance on social media and analytics, or need a full-blown comprehensive web marketing strategy, this book has you covered. Marketing For Dummies, 5^th Edition helps you open the door to a new, more successful phase of business.

Table of Contents

Part 1: Marketing in a Consumer‐Driven World
Chapter 1: Understanding Consumers Today and What Matters Most
Chapter 2: The Psychology of Choice and How to Trigger It for Lifetime Value
Chapter 3: Laying a Foundation for Growth

Part 2: Building a Strategy for LTV and ROI
Chapter 4: Researching Your Customers, Competitors, and Industry
Chapter 5: Creating a Winning Marketing Plan
Chapter 6: Content Marketing and Marketing Content

Part 3: Creating an Omni‐Channel Plan
Chapter 7: Creative That Engages the Mind
Chapter 8: Digital Tools and Tactics That Work
Chapter 9: Using Print in a Digital World

Part 4: Powerful Ways to Engage for LTV and ROI
Chapter 10: Going Direct with Data, Personalization, and Sales
Chapter 11: Building a Website That Engages and Sells
Chapter 12: Leveraging Networks and Events

Part 5: Building a Brand That Sells Again and Again
Chapter 13: Making Your Brand Stand Out
Chapter 14: Finding the Right Pricing Approach
Chapter 15: Distribution and Merchandising in an Augmented World
Chapter 16: Succeeding in Sales and Service

Part 6: The Part of Tens
Chapter 17: Ten Common Marketing Mistakes (And How to Avoid Them)
Chapter 18: Ten Ways to Measure Results (Beyond ROI)