TY  - BOOK
AU  - Hiam,Alexander
TI  - Marketing for dummies
SN  - 1568846991
U1  - 658.8 
PY  - 1997///
CY  - New York
PB  - Hungry Minds
KW  - Marketing
KW  - Management
N1  - Introduction. - Pt. I: Designing a Marketing Program. Ch. 1: Why you need a marketing program. Ch. 2: Basic marketing strategy: Find a need and fill it. Ch. 3: Advanced strategy: Define your message. Ch. 4: Let's get creative. - Pt II: Technical Skills You May Need. Ch. 5: Marketing communication - Writing and design. Ch. 6: Marketing research: Customers, competitors, and industries. - Pt. III: Using The Components of a Marketing Program. Ch. 7: Marketing on the web. Ch. 8: Print advertising. Ch. 9: Radio and television advertising. Ch. 10: Outdoor advertising: Billboards, banners, signs, and more. Ch. 11: Publicity, premiums, and word of mouth. Ch. 12: Special events and trade shows. Ch. 13: Pricing and price-based promotions. Ch. 14: Developing, naming, and managing your products. Ch. 15: Packaging and labeling: Dressing products for success. Ch. 16: Distribution, retail, and point of purchase. Ch. 17: Sales and service essentials. Ch. 18: Direct marketing via advertising, telemarketing, and direct mail. - Pt. IV: The Part of Tens. Ch. 19: (More than) Ten ways to save money in marketing. Ch. 20: Ten common marketing mistakes. - Appendix: Writing a Marketing Plan. - Index. - Book Registration Information
ER  -