Marketing for Dummies [ILLUSTRATED] (Paperback)

by Alexander Hiam (Author) "You already know that marketing presents some difficult and puzzling tasks..." (more)
Key Phrases: junior poster, transit advertising, indifference zone, New York, Healthy Holidays, North America (more...)

Editorial Reviews

Review
"...an invaluable, practical guide to marketing for those new to the subject..." (Marketer, September 2006) "...useful, practical and, above all, reader-friendly...this book certainly takes me to a new level...I heartily recommend it". (Oldham Evening Chronicle, March 2007) --This text refers to an out of print or unavailable edition of this title.

Product Description
Marketing is the most important thing that you do in business today, even if your job title doesn't have the word marketing in it. That is because marketing, in all its varied forms, is concerned with things like attracting customers, and

• Getting them to buy your product
• Making sure that they are happy with their purchases
• Persuading them to come back for more

What could be more important? Ever try to run a business without customers?

Marketing encompasses several specialized fields – from advertising to public relations, from selling to strategy, from database management to packaging and product design. How can you possibly be an expert at even half of these tasks? But at some point, anyone who wears a marketing hat has to handle problems in these areas and more. Marketing For Dummies shows you how.

While this guide delves deep into the classic four components of marketing – product, price, placement, and promotions – it reaches beyond the basics of how to design a simple marketing program and gives you insight into

Creating a compelling Internet strategy

Succeeding at trade shows

Producing interesting labeling, billboards, and print ads

Understanding point-of-purchase advertising

Sure, marketing can be a great deal of fun – it is, after all, a rare aspect of business where creativity is not only tolerated but essential to success. Yet in the long run, marketing is all about the bottom line. And Marketing For Dummies has a great many solutions of use to anyone who faces the challenge of finding and satisfying customers.

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Product Details

• Paperback: 400 pages
• Publisher: For Dummies; illustrated edition edition (June 2, 1997)
• Language: English
• ISBN-10: 1568846991
• ISBN-13: 978-1568846996
• Product Dimensions: 9.2 x 7.2 x 1 inches
• Shipping Weight: 1.2 pounds
• Average Customer Review: 4.1 out of 5 stars See all reviews (15 customer reviews)
• Amazon.com Sales Rank: #411,387 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

24 of 25 people found the following review helpful:

4.0 out of 5 stars A helpful basic marketing book, November 11, 2002

By	Melissa Ta (California, USA.) - See all my reviews

I have worked in marketing for many years and bought this book when I first started working in a marketing job. It was a refresher book for me after the marketing education I received. In general, this is a good basic "what is marketing?" book that I would recommend to a non-marketing person who wants to learn about marketing or else to someone who's just begun working in a marketing role.

14 of 14 people found the following review helpful:

3.0 out of 5 stars Marketing for Dummies -Some Pearls, July 8, 2005

By	Robert C. Olander "RC Olander" (Phoenix, AZ) - See all my reviews (REAL NAME)

This review is from: Marketing for Dummies (Paperback)

If you are running your own small business and trying to handle all of your marketing effort yourself you will find many excellent tips and words of wisdom that will help get you through various projects while avoiding many commonly made mistakes. If you were in need of a glossary, lists of commonly used acronyms, marketing concepts, or a professional handling of a managerial approach to global marketing you would be better off taking traditional marketing courses and studying your textbooks.

This book was very "task" oriented and included some nice general ideas to remember, and good tips for getting through some common tasks. It is not comprehensive, nor quite as step-by-step as I had hoped a "Dummies" book would be. When I think of a "Dummies" manual I always remember using my old Volkswagens for Dummies to get through giving my old VW a tune-up and valve adjustment. It included step-by-step instructions as well as the nice tips needed for avoiding commonly made mistakes. It took me from the beginning to end of my common projects without any problems. Some of the computers for Dummies types books I have read have also included both step-by-step as well as tips and advice.

Marketing for Dummies was not laid out in the beginning to end, comprehensive step-by-step fashion I have come to expect from the "Dummies" books. maybe Marketing does not lend itself to this, but it would have been appreciated. Marketing for Dummies will make a nice "hands-on" addition for your more complete "traditional" Marketing text collection.

20 of 24 people found the following review helpful:

3.0 out of 5 stars Good for the Non-Marketer, September 28, 2000

By	"fleajuice" (Sacramento, CA United States) - See all my reviews

"Marketing for Dummies" is the Marketing 101 of how-to books. It never gets very deep into any one area, and has lots of helpful tips in many different areas. While I'm not going to make a banner or awning for my office, and don't have the money for an all-out market research effort, I was reminded of the sorts of creativity and actions the competition can and does take.

Good for the person who dabbles in marketing and can't afford a real, live PR/Marketer.