Introduction 1Part 1: Marketing in a Thriving Consumer Culture 5Chapter 1: Understanding Consumer Values and Mind-sets 7Chapter 2: Triggering the Psychology of Choice for Lifetime Value 21Chapter 3: Engaging Experiences and Journeys That Drive Sales and Loyalty 43Part 2: Building a Strategy for LTV and ROI 59Chapter 4: Laying a Foundation for Growth 61Chapter 5: Researching Your Customers, Competitors, and Industry 77Chapter 6: Creating a Winning Marketing Plan 99Chapter 7: Content Marketing and Marketing Content 133Part 3: Executing Across Channels 151Chapter 8: Creative That Engages the Mind 153Chapter 9: Optimizing Digital and Social Tools and Tactics 175Chapter 10: Embracing the New Age of Advertising 201Part 4: Powerful Ways to Build Sales through Email, Websites, and SEO 227Chapter 11: Building Individual Value with Mass Personalization 229Chapter 12: Building an Engaging and Winning Website 253Chapter 13: Succeeding with Affordable SEO Strategies and Tactics 279Part 5: Setting Your Brand Up for Sustainable Sales 297Chapter 14: Leveraging Networks and Events 299Chapter 15: Tuning In to the Right Sales Channel 315Chapter 16: Prospecting and Selling for ROI 335Part 6: The Part of Tens 357Chapter 17: Ten Common Marketing Mistakes (And How to Avoid Them) 359Chapter 18: Ten Ways to Measure Results (Beyond ROI) 363Index 367
Jeanette Maw McMurtry is a psychology-based marketing expert providing strategy and execution for brands in all industries. She is a Chief Marketing Officer, speaker, and instructor on all aspects of successful marketing. Her blog, jeanettemcmurtry.com, shares insights and tactics for engaging B2B and B2C purchasers' unconscious minds and tapping into the psychology of choice. She is the author of the previous edition of Marketing For Dummies.
