From the Back Cover
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. Plan your marketing strategy and maximise your success – make use of a wide range of resources to research your customers, competitors and market, position your business and prepare a powerful marketing plan Harness your creativity – discover how to generate ideas and communicate creatively with your customers Create successful advertising and promotions – explore your options for cost–effective advertising, produce press and print ads, design signs and posters and create ads for TV, radio and online Expand online with the latest e–marketing tools – find out how to spread your message with viral marketing, make the most of search engines, get mobile with your marketing and harness the power of social networking platforms Connect with your customers – create a brand identity, design eye–catching packaging, price your products to maximise your sales and provide first–class customer service Open the book and find: Up–to–date information on all the latest marketing innovations Clear guidance to help you plan your strategy Advice on making the seven Ps work for you Tools and techniques to maximise your marketing impact Ideas for low–cost marketing research and advertising Information on using direct marketing and PR Guidance to help you stay on the right side of UK data laws Top tips for saving money in marketing
About the Author
Ruth Mortimer is associate editor for Marketing Week magazine. In charge of a team of dedicated features writers at the publication, she appears regularly in national press such as The Independent and the Daily Express discussing issues relating to business, marketing and branding. She also appears on TV and radio as an expert commentator in this fi eld for multiple programmes, including those on the BBC and Sky. Previous to joining Marketing Week , Ruth was editor of global business title Brand Strategy , as well as writing for Channel 4’s ‘4talent’ service to let young people know about new talents in music, design, arts and digital techniques. At Brand Strategy , she took the magazine through a full redesign and repositioning, introducing a new range of supplements and a conference programme, while contributing articles to sister titles Design Week and New Media Age . Before writing about marketing for a living, Ruth was an archaeologist, working mainly in the Middle East. Greg Brooks is Content Strategy Director at C Squared, publisher of M&M magazine, creative media website www.creamglobal.com and producer of the Festival of Media. He is also a freelance journalist and digital media consultant with ten years experience covering the global digital industry. He has been a regular contributor to UK national titles such as Marketing , New Media Age , Brand Strategy , Broadcast , Future Media , The Guardian and Channel 4’s 4Talent online portal. He is also co–author of Digital Marketing for Dummies . In a consultancy he role he has worked with Sky, McDonald’s, News International, BT, Red Bull, Camelot (UK Lottery operator), EnergyWatch, Visit Britain and OfCOM (UK communications regulator), advising on the future strategic use of digital media. Craig Smith is the former editor of Marketing , the UK’s highest circulation weekly magazine, and PPA Weekly Business Magazine of the Year, serving the marketing and advertising industries. He has worked as a business journalist for many years and is a regular commentator on marketing issues to the national press and broadcast media. Craig works closely with industry trade bodies the Association of Publishing Agencies and Business in the Community to promote best practice in the areas of customer magazines and cause related marketing. Alex Hiam is a consultant, corporate trainer, and public speaker with 20 years of experience in marketing, sales, and corporate communications. He is the director of Insights, which includes a division called Insights for Marketing that offers a wide range of services for supporting and training in sales, customer service, planning, and management. His fi rm is also active in developing the next generation of leaders in the workplace through its Insights for Training & Development. Alex has an MBA in marketing and strategic planning from the Haas School at U.C. Berkeley and an undergraduate degree from Harvard. he has worked as marketing manager for both smaller high–tech fi rms and a Fortune 100 company, and did a stint as a professor of marketing at the business school at U. Mass. Amherst. Alex is the co–author of the best–seller, The Portable MBA in Marketing (Wiley) as well as The Vest–Pocket CEO and numerous other books and training programmes. He has consulted to a wide range of companies and not–forprofit and government agencies, from General Motors and Volvo to HeathEast and the U.S. Army (a fuller list of clients is posted at www.insightsformarketing.com). Alex is also the author of a companion volume to this book, the Marketing Kit For Dummies (Wiley), which includes more detailed coverage of many of the hands–on topics involved in creating great advertising, direct mail letters, Web sites, publicity campaigns, and marketing plans. On the CD that comes with the Marketing Kit For Dummies , you’ll find forms, checklists, and templates that may be of use to you. Also, Alex maintains an extensive Web site of resources that he organised to support each of the chapters in the book.