营销学傻瓜书 Marketing for Dummies
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作者： C. Smith著
出 版 社： John Wiley & Sons
出版时间： 2007-7-1字数：版次： 1页数： 358印刷时间： 2006/04/01开本：印次：纸张： 胶版纸I S B N ： 9780764570568包装： 平装内容简介
Whether you′re looking to expand your business or you′re about to start out, this straight–forward guide leads you step by step through every aspect of marketing. Packed with expert tips on identifying customers, using online resources, satisfying your customer′s needs and boosting your sales, Marketing For Dummies will help you put together a winning marketing strategy and turn your plans in to profit.
目录
Introduction
Part I: Where you Are, Where you're Going
Chapter 1: Making the Most of Your Marketing
Chapter 2: Clarifying Your Marketing Strategy
Chapter 3: Writing a Marketing Plan
Part II: Creative Thinking, Powerful Marketing
Chapter 4: Researching Your Customers, Competitors, and Industry
Chapter 5: Harnessing Creativity in Your Business
Chapter 6: Making Your Marketing Communications More Powerful
Part III: Advertising Everyone Can Do
Chapter 7: Brochures, Press Ads, and Print
Chapter 8: Signs, Posters, and More
Chapter 9: TV and Radio Ads (Or Your Own Show.r)
Part IV: Powerful Alternatives to Advertising
Chapter 10: E-Marketing
Chapter 11: Direct Marketing and Telemarketing
Chapter 12: Public Relations and Word of Mouth
Chapter 13: Face-to-Face Marketing
Part V: Connecting with your Customers
Chapter 14: Branding, Managing, and Packaging a Product
Chapter 15: Using Price and Promotions
Chapter 16: Distribution, Retail, and Point of Purchase
Chapter 17: Sales and Service Essentials
Part VI: The Part of Tens
Chapter 18: Ten Common Marketing Mistakes to Avoid
Chapter 19: Ten (Or So) Ways to Save Money in Marketing
Chapter 20: Ten (Or So) Ideas for Lower-Cost Advertising
Index
