Part V

Selling Great Products to Anyone, Anytime, Anywhere

© John Wiley & Sons, Inc.

I give you a tool for determining how credible, visible, and distinct your brand is at www.dummies.com/extras/marketing. After you know how you score, you can begin making improvements or pat yourself on the back for a job well done.

In this part …

• Build a stand-out brand identity that’s compelling, clear, and consistent across all marketing and communications platforms and venues.
• Use pricing and promotions more effectively, both to generate sales and to maximize profits.
• Rethink distribution channels to reach more prospects and reduce steps, whether through traditional channels, on the web, or through hand-held devices.
• Design or manage a sales force or network of sales representatives.
• Maximize customer retention and referrals by optimizing customer service.