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Marketing For Dummies, WHS Travel Edition, 2nd UK Edition

Marketing For Dummies, WHS Travel Edition, 2nd UK Edition

Ruth Mortimer, Gregory Brooks, Craig Smith, Alexander Hiam

ISBN: 978-1-119-97435-2

Oct 2011

272 pages

Select type: Paperback


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Smart marketing techniques to get your business noticed

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

  • 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 – spread your message with viral marketing, make the most of search engines, get mobile with your marketing and harness the power of social networking

  • 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

  • Information on using direct marketing and PR

  • Guidance to help you stay on the right side of the UK data laws

  • Top tips for saving money in marketing

Learn to:

  • Research your market and find out what your customers really want

  • Choose the right marketing strategy for your business

  • Prepare a practical marketing plan

  • Use the latest marketing tools and techniques


Part I: Where You Are, Where You're Going.

Chapter 1: Making the Most of Your Marketing.

Chapter 2: Your Marketing Strategy and Plan.

Chapter 3: Researching Your Customers, Competitors and Industry.

Part II: Advertising Everyone can Do.

Chapter 4: Brochures, Signs and Posters.

Chapter 5: Press, TV and Radio Ads.

Part III: Powerful Alternatives to Traditional Advertising.

Chapter 6: Digital Marketing.

Chapter 7: Direct Marketing and Telemarketing.

Chapter 8: Public Relations, Word of Mouth and Live Marketing.

Part IV: Connecting With Your Customers.

Chapter 9: Branding, Managing and Packaging a Product.

Chapter 10: Distribution, Retail, Price and Promotions.

Part V: The Part of Tens.

Chapter 11: Ten Common Marketing Mistakes to Avoid.

Chapter 12: Ten (or so) Ways to Save Money in Marketing.