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All you need to know for successful and profitable marketing
If you read one marketing book this year, this is it! From SEO to Lifetime Value, Marketing For Dummies digs deep into concepts that matter for small and medium-sized businesses, and gives you powerful tips for implementing them easily and affordably. Boost web traffic, customer engagement, online sales, and lead generation using the best messaging and latest technology and tactics for Google, social media, email, retargeting, content, pricing, distribution, and more. This in-depth guide helps you understand consumer behavior and tap into the psychology of choice for long-term sales and growth.
- Consumer behavior and psychology
- Lifetime value and ROI
- Customer experience and loyalty
- Social, mobile, and digital marketing
- Consumer, market, and competitor research tactics
- Personalization and SEO
- Branding, sales, and customer service
- Common mistakes to avoid
All you need to know for successful and profitable marketing
If you read one marketing book this year, this is it! From SEO to Lifetime Value, Marketing For Dummies digs deep into concepts that matter for small and medium-sized businesses, and gives you powerful tips for implementing them easily and affordably. Boost web traffic, customer engagement, online sales, and lead generation using the best messaging and latest technology and tactics for Google, social media, email, retargeting, content, pricing, distribution, and more. This in-depth guide helps you understand consumer behavior and tap into the psychology of choice for long-term sales and growth.
- Consumer behavior and psychology
- Lifetime value and ROI
- Customer experience and loyalty
- Social, mobile, and digital marketing
- Consumer, market, and competitor research tactics
- Personalization and SEO
- Branding, sales, and customer service
- Common mistakes to avoid
Jeanette Maw McMurtry is a psychology-based marketing expert providing strategy and execution for brands in all industries. She is a Chief Marketing Officer, speaker, and instructor on all aspects of successful marketing. Her blog, [...], shares insights and tactics for engaging B2B and B2C purchasers' unconscious minds and tapping into the psychology of choice. She is the author of the previous edition of Marketing For Dummies.
Introduction 1
Part 1: Marketing in a Thriving Consumer Culture 5
Chapter 1: Understanding Consumer Values and Mind-sets 7
Chapter 2: Triggering the Psychology of Choice for Lifetime Value 21
Chapter 3: Engaging Experiences and Journeys That Drive Sales and Loyalty 43
Part 2: Building a Strategy for LTV and ROI 59
Chapter 4: Laying a Foundation for Growth 61
Chapter 5: Researching Your Customers, Competitors, and Industry 77
Chapter 6: Creating a Winning Marketing Plan 99
Chapter 7: Content Marketing and Marketing Content 133
Part 3: Executing Across Channels 151
Chapter 8: Creative That Engages the Mind 153
Chapter 9: Optimizing Digital and Social Tools and Tactics 175
Chapter 10: Embracing the New Age of Advertising 201
Part 4: Powerful Ways to Build Sales through Email, Websites, and SEO 227
Chapter 11: Building Individual Value with Mass Personalization 229
Chapter 12: Building an Engaging and Winning Website 253
Chapter 13: Succeeding with Affordable SEO Strategies and Tactics 279
Part 5: Setting Your Brand Up for Sustainable Sales 297
Chapter 14: Leveraging Networks and Events 299
Chapter 15: Tuning In to the Right Sales Channel 315
Chapter 16: Prospecting and Selling for ROI 335
Part 6: The Part of Tens 357
Chapter 17: Ten Common Marketing Mistakes (And How to Avoid Them) 359
Chapter 18: Ten Ways to Measure Results (Beyond ROI) 363
Index 367
| Erscheinungsjahr: | 2022 |
|---|---|
| Fachbereich: | Betriebswirtschaft |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | 400 S. |
| ISBN-13: | 9781119894872 |
| ISBN-10: | 1119894875 |
| Sprache: | Englisch |
| Herstellernummer: | 1W119894870 |
| Einband: | Kartoniert / Broschiert |
| Autor: | McMurtry, Jeanette Maw |
| Auflage: | 6th edition |
| Hersteller: | Wiley |
| Verantwortliche Person für die EU: | Wiley-VCH GmbH, Boschstr. 12, D-69469 Weinheim, product-safety@wiley.com |
| Maße: | 282 x 254 x 25 mm |
| Von/Mit: | Jeanette Maw McMurtry |
| Erscheinungsdatum: | 08.11.2022 |
| Gewicht: | 0,74 kg |
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