Marketing for Dummies 1st edition by Jeanette Maw McMurtry 9781119894896 1119894891

Part 1: Marketing in a Thriving Consumer Culture

Chapter 1: Understanding Consumer Values and Mind-sets

Assessing the New Consumer Culture

Bridging Generational Gaps

Creating Trust Equity in a Low-Trust Society

Improving Customer Journeys for Sustainability

Making It Real and Keeping It Fun

Chapter 2: Triggering the Psychology of Choice for Lifetime Value

Connecting with Customers in Times of Fear and Uncertainty

The Universal Influencers of Human Behavior

Understanding the Basics of Human Psychology

Tapping into Social Influencers

Appealing to Consumers’ Happiness and Purpose

Putting It All Together

Chapter 3: Engaging Experiences and Journeys That Drive Sales and Loyalty

Moving from Reactive Customer Service to Proactive Customer Experiences

Creating Experiences Around Personal Relevance

Applying Technology for Memorable Customer Experiences

Taking Customer Experience Beyond Service

Creating Customer Experiences Around Brand Communities

Mapping Out a Touchpoint Journey from Introduction to Lifetime Value

Part 2: Building a Strategy for LTV and ROI

Chapter 4: Laying a Foundation for Growth

Measuring the Growth Rate of Your Market

Finding Your Best Growth Strategies

Building on a Market Segmentation Strategy

Developing a Market Share Strategy

Enhancing Your Positioning Strategy

Changing Your Mind-set

Chapter 5: Researching Your Customers, Competitors, and Industry

Conducting Research That Delivers Actionable Insights

Gathering Information about Market and Consumer Trends

Preparing Effective Surveys to Ensure You Get Accurate Insights

Understanding Some of the Technical Stuff

Paying Wisely for Market Research

Staying on Top of Social Trends

Chapter 6: Creating a Winning Marketing Plan

Getting Started on a Launch or Growth Plan

Considering Pricing Strategies

Mastering the Psychology of Pricing

Creating Your Controls or KPIs

Conducting a SWOT Analysis

Winning with Collaboration and Corporate Social Responsibility

Leveling Up in More Ways Than One

Mapping Out Your Action Steps

Projecting Expenses and Revenues

Chapter 7: Content Marketing and Marketing Content

Getting the Gist of Content Marketing

Creating a Credible Content Marketing Plan

Producing Compelling Marketing Content

Giving Ad Content Greater Stopping Power

Part 3: Executing Across Channels

Chapter 8: Creative That Engages the Mind

Assessing Your Current Creative

Defining Your Creative Strategy

Crafting a Sustainable Brand Identity

Writing a Creative Brief

Applying Creativity to Branding and Much More

Chapter 9: Optimizing Digital and Social Tools and Tactics

Getting Familiar with the Channels Customers Use Most

Developing Digital Tools That Drive Brands

Using Automated Customization to Work Smarter and Faster

Chapter 10: Embracing the New Age of Advertising

Advertising on Social Media

Advertising with Mobile Apps

Winning with Sponsored Content

Exploring Digital Banner Advertising

Making the Most of Print Advertising in a Digital World

Elevating Your Brand with Broadcast Advertising

Investing in the Basics behind Successful Advertising

Part 4: Powerful Ways to Build Sales through Email, Websites, and SEO

Chapter 11: Building Individual Value with Mass Personalization

Grasping the Basics of Direct Marketing

Understanding the Elements of Successful Direct Marketing

Creating Direct Campaigns for Direct Profitability

Prepping Your Email Campaigns for Success

Improving Print Open Rates

Testing Your Direct Marketing

Telemarketing: To Call or Not

Chapter 12: Building an Engaging and Winning Website

Building Out the Elements of a Successful Website

Creating and Managing a Web Identity

Crafting a Website That Drives Engagement and Sales

Driving Traffic and Conversion with Content

Putting It All Together for the Perfect Website

Chapter 13: Succeeding with Affordable SEO Strategies and Tactics

Understanding the Basics of SEO

Optimizing SEO with Google Ads

Driving Traffic and Sales with Google My Business

Remaining Relevant and Current in SEO Rankings

Part 5: Setting Your Brand Up for Sustainable Sales

Chapter 14: Leveraging Networks and Events

Harnessing the Power of Social Hives

Launching Your Own Public Event

Supporting Third-Party Events

Maximizing Trade Show ROI

Chapter 15: Tuning In to the Right Sales Channel

Setting Up a Successful E-commerce Program

Understanding Your Options

Setting Up Third-Party Digital Storefronts

Considering Off-line Distribution Strategies

Understanding Channel Structure

Preparing for Successful In-Store Selling

Chapter 16: Prospecting and Selling for ROI

Exploring Proven Prospecting Tactics and Tools

Selling for a Lifetime

Getting to Yes via Emotional Selling Propositions

Prioritizing Your Pipeline

Consultative Selling and Account-Based Marketing

Creating Sales Presentations with ESP Power

Organizing and Managing Your Sales Force

Part 6: The Part of Tens

Chapter 17: Ten Common Marketing Mistakes (And How to Avoid Them)

Making Assumptions

Ignoring Customer Complaints

Faking Popularity

Using Dirty Data

Competing on Price

Ignoring the Emotional Drivers of Choice

Forgetting to Edit

Offering What You Can’t Deliver

Treating Customers Impersonally

Blaming the Customer

Chapter 18: Ten Ways to Measure Results (Beyond ROI)

Establish Clear Objectives

Tie Your Metrics to Your Objectives

Set Learning Priorities

Establish a Target ROI

Know Your Customer Lifetime Value

Know Your Allowable Customer Acquisition Cost

Establish Benchmarks

Turn the Funnel Upside Down

Adjust Your Funnel Benchmark Assumptions When You Have Real Data

Avoid the Dashboard Trap