Smart marketing techniques to get your business noticed. Plan a successful marketing campaign and move your business forward with this fully updated edition of an established bestseller. Packed with practical advice from a team of industry experts, this readable guide features all the latest tools and techniques to help you connect with new customers and retain existing ones. From choosing the right strategy and preparing a marketing plan, to igniting your imagination and producing compelling advertising, you'll be creating a buzz and increasing profits in no time.
Introduction 1 Part I: Where You Are, Where You're Going 7 Chapter 1: Making the Most of Your Marketing 9 Chapter 2: Clarifying Your Marketing Strategy 25 Chapter 3: Writing a Marketing Plan 45 Part II: Creative Thinking, Powerful Marketing 65 Chapter 4: Researching Your Customers, Competitors and Industry 67 Chapter 5: Harnessing Creativity in Your Business 87 Chapter 6: Making Your Marketing Communications More Powerful 101 Part III: Advertising Everyone can Do 111 Chapter 7: Brochures, Press Ads and Print 113 Chapter 8: Signs, Posters and More 135 Chapter 9: TV and Radio Ads (Or Your Own Show!) 153 Part IV: Powerful Alternatives to Advertising 169 Chapter 10: Digital Marketing 171 Chapter 11: Using Search Engines 193 Chapter 12: Tapping into Networking Sites 211 Chapter 13: Embracing Mobile Marketing 229 Chapter 14: Direct Marketing and Telemarketing 239 Chapter 15: Public Relations and Word of Mouth 261 Chapter 16: Face-to-Face Marketing 273 Part V: Connecting With Your Customers 287 Chapter 17: Branding, Managing and Packaging a Product 289 Chapter 18: Using Price and Promotions 309 Chapter 19: Distribution, Retail and Point of Purchase 327 Chapter 20: Sales and Service Essentials 345 Part VI: The Part of Tens 365 Chapter 21: Ten Common Marketing Mistakes to Avoid 367 Chapter 22: Ten (Or So) Ways to Save Money in Marketing 371 Chapter 23: Ten (Or So) Ideas for Lower-Cost Advertising 379 Index 383