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<p>Introduction 1</p> <p><b>Part I: Where You Are, Where You’re Going 7</b></p> <p>Chapter 1: Making the Most of Your Marketing 9</p> <p>Chapter 2: Clarifying Your Marketing Strategy 25</p> <p>Chapter 3: Writing a Marketing Plan 45</p> <p><b>Part II: Creative Thinking, Powerful Marketing 65</b></p> <p>Chapter 4: Researching Your Customers, Competitors and Industry 67</p> <p>Chapter 5: Harnessing Creativity in Your Business 87</p> <p>Chapter 6: Making Your Marketing Communications More Powerful 101</p> <p><b>Part III: Advertising Everyone can Do 111</b></p> <p>Chapter 7: Brochures, Press Ads and Print 113</p> <p>Chapter 8: Signs, Posters and More 135</p> <p>Chapter 9: TV and Radio Ads (Or Your Own Show!) 153</p> <p><b>Part IV: Powerful Alternatives to Advertising 169</b></p> <p>Chapter 10: Digital Marketing 171</p> <p>Chapter 11: Using Search Engines 193</p> <p>Chapter 12: Tapping into Networking Sites 211</p> <p>Chapter 13: Embracing Mobile Marketing 229</p> <p>Chapter 14: Direct Marketing and Telemarketing 239</p> <p>Chapter 15: Public Relations and Word of Mouth 261</p> <p>Chapter 16: Face-to-Face Marketing 273</p> <p><b>Part V: Connecting With Your Customers 287</b></p> <p>Chapter 17: Branding, Managing and Packaging a Product 289</p> <p>Chapter 18: Using Price and Promotions 309</p> <p>Chapter 19: Distribution, Retail and Point of Purchase 327</p> <p>Chapter 20: Sales and Service Essentials 345</p> <p><b>Part VI: The Part of Tens 365</b></p> <p>Chapter 21: Ten Common Marketing Mistakes to Avoid 367</p> <p>Chapter 22: Ten (Or So) Ways to Save Money in Marketing 371</p> <p>Chapter 23: Ten (Or So) Ideas for Lower-Cost Advertising 379</p> <p>Index 383</p>

<p>Ruth Mortimer is the Editor of Marketing Week magazine. Greg Brooks is Global Marketing Director at media agency Mindshare. Craig Smith is the former Editor of Marketing magazine and is now Communications and Content Strategist at Persuasion Communications. Alexander Hiam is a consultant whose clients include many Fortune 500 companies. </p>

<p>How to get your business noticed, the customers flocking and your profits soaring!</p> <p>Marketing is about finding and connecting with customers, getting them to buy what you're selling and keeping them coming back again and again. Which is why, whether you run a small shop or work for a large multinational, great marketing is key to your business success. Written by a team of experts and packed with real-world examples, this third edition of the bestselling guide is the quickest, easiest way to get up and running with state-of-the-art marketing strategies, tools and techniques.</p> <ul> <li> <p>Get the lie of the land – inexpensively research your customers, your competitors and your market, and position your business in the marketplace</p> </li> <li> <p>Plan a marketing strategy – develop a marketing strategy tailored to your business and write a winning marketing plan</p> </li> <li> <p>Get your creative juices flowing – think like a marketer and generate bold new ideas for communicating creatively with your customers</p> </li> <li> <p>Produce champagne advertising on a beer budget – create cost-effective advertising for all media, press releases and product placements for TV, radio and online</p> </li> <li> <p>Tap the huge power of social media – use social media and e-marketing tools to spread your message with viral marketing, search engines and mobile apps</p> </li> <li> <p>Connect with your customers – create a brand identity, design eye-catching packaging, price your products or services and provide first-class customer service</p> </li> </ul> <p>Open the book and find:</p> <ul> <li> <p>The latest innovations in marketing</p> </li> <li> <p>How to plan your marketing strategy</p> </li> <li> <p>Digital alternatives to advertising</p> </li> <li> <p>How to maximise your marketing impact</p> </li> <li> <p>Inexpensive market research ideas</p> </li> <li> <p>Effective advertising and promotions you can do for little or no cost</p> </li> <li> <p>Ways to generate new profits with direct marketing and PR</p> </li> <li> <p>Tips to help you avoid common marketing mistakes</p> </li> </ul> <p>Learn to:</p> <ul> <li> <p>Find a marketing strategy that's right for your business</p> </li> <li> <p>Write a winning marketing plan</p> </li> <li> <p>Connect with your customers and find out what they really want</p> </li> <li> <p>Make use of the latest (and established) marketing techniques</p> </li> </ul>

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