Marketing For Dummies.pdf

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Marketing

FOR

DUMmIES

‰

3 RD EDITION

by Alexander Hiam

Author of Marketing Kit For Dummies, 3rd Edition

Marketing For Dummies, 3rd Edition

Published by

Wiley Publishing, Inc.

111 River St.

Hoboken, NJ 07030-5774

www.wiley.com

Published by Wiley Publishing, Inc., Indianapolis, Indiana

Published simultaneously in Canada

No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or

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Library of Congress Control Number: 2009934563

ISBN: 978-0-470-50210-5

Manufactured in the United States of America

10 9 8 7 6 5 4 3 2 1

About the Author

Alexander Hiam is a consultant, corporate trainer, and public speaker with

20 years of experience in marketing, sales, and corporate communications.

He’s the director of Insights for Marketing, which offers a range of market-

ing services including design, branding, and strategy consultations for both

nonpro t and for-pro t marketers. He’s also active in developing the next gen-

eration of leaders in the workplace through his educational publishing rm,

Trainer’s Spectrum.

Alexander has an MBA in marketing and strategic planning from the Haas

School at U.C. Berkeley and a BA from Harvard. He has worked as a marketing

manager for both smaller high-tech rms and a Fortune 100 company, led cre-

ative retreats for top consumer and industrial rms, and served as an instruc-

tor at the business school at U. Mass Amherst, where he taught marketing

and advertising.

He is the coauthor of the bestseller The Portable MBA in Marketing (Wiley),

as well as numerous other books and training programs. Additionally, he has

consulted to a wide range of companies, nonpro ts, and government agencies.

Alexander is also the author of a companion volume to this book, Marketing

Kit For Dummies, 3rd Edition (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 Marketing Kit For Dummies, 3rd Edition, you’ll nd forms,

checklists, and templates that may be of use to you. Also, he maintains an

extensive Web site of resources ( www.insightsformarketing.com ) that

he organized to support each of the chapters in this book.

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