Marketing for Dummies

by Alexander Hiam and Ruth Mortimer

Book Overview

Covers everything from essential marketing principles and techniques to the latest methods and trends Want to sharpen your marketing skills to promote your products and services? Whether you're... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0764556002
• ISBN13: 9780764556005
• Release Date: April 2004
• Publisher: Wiley Publishing
• Length: 380 Pages
• Weight: 1.37 lbs.
• Dimensions: 0.9" x 7.4" x 9.2"

Customer Reviews

Now It Is Time To Read!

Thank you for the quality low cost used books. I ordered three marketing books. They arrived quickly too!

Useful General Guide to Marketing

Alexander Hiam encourages organization leaders to look at future possibilities of achievement rather than concentrating on the current status of organizations. The way to achieve these goals is to discover what the customers of the organization desire and then discover the means to communicate that the organization offers what the customers desire. Communication can appeal both to the rational decision making and the more irrational emotional decision making. He advises that one generally should choose to appeal to either the logic or to the emotions of consumers and that appealing to both weakens the appeal. When planning these communications, leaders should have contingency plans and be flexible to change these plans should problems arise concerning the communications.

A great place to start

If you don't know where to start with learning marketing, start here. It covers all the basic concepts and demystifies all the terms and concepts commonly used in marketing, all with easy to follow but still interesting language. This book was the one recommended to me by a friend when I was first thrown into the research & development department of a accessory design company. It helped bring me up to speed quickly on the gaps in my knowledge. The only problem with this book is you don't want to be seen by your coworkers reading a "dummies" title if its a subject relevant to your position, no matter how excellent the material. I still recommend buying it, but get a book cover as well.

Great Book

I really recommend this book, I couldn't put it down. If you are a small business owner and looking for a way to get out there. This book will definetly help you out.

Alex Hiam is the MAN!

I loved this book. Very accessible for non-MBAs, engaging and utterly readable. I got lots of ideas. Made me want to look into Hiam's other books.

Great very practical book

This book is really great for someone who wants practical information on creating a marketing plan (and doing all associated activities). I did mine reading this book. The author gives real life cases don't spend too much time about the theory. It is done for people who really want to DO their marketing.