Introduction 1

Part 1: Marketing in a Thriving Consumer Culture 5

Chapter 1: Understanding Consumer Values and Mind-sets 7

Chapter 2: Triggering the Psychology of Choice for Lifetime Value 21

Chapter 3: Engaging Experiences and Journeys That Drive Sales and Loyalty 43

Part 2: Building a Strategy for LTV and ROI 59

Chapter 4: Laying a Foundation for Growth 61

Chapter 5: Researching Your Customers, Competitors, and Industry 77

Chapter 6: Creating a Winning Marketing Plan 99

Chapter 7: Content Marketing and Marketing Content 133

Part 3: Executing Across Channels 151

Chapter 8: Creative That Engages the Mind 153

Chapter 9: Optimizing Digital and Social Tools and Tactics 175

Chapter 10: Embracing the New Age of Advertising 201

Part 4: Powerful Ways to Build Sales through Email, Websites, and SEO 227

Chapter 11: Building Individual Value with Mass Personalization 229

Chapter 12: Building an Engaging and Winning Website 253

Chapter 13: Succeeding with Affordable SEO Strategies and Tactics 279

Part 5: Setting Your Brand Up for Sustainable Sales 297

Chapter 14: Leveraging Networks and Events 299

Chapter 15: Tuning In to the Right Sales Channel 315

Chapter 16: Prospecting and Selling for ROI 335

Part 6: The Part of Tens 357

Chapter 17: Ten Common Marketing Mistakes (And How to Avoid Them) 359

Chapter 18: Ten Ways to Measure Results (Beyond ROI) 363

Index 367

Marketing For Dummies