"Marketing Strategies for Everyone" by Scott Harkey and Amy Colbourn is presented as a comprehensive guide designed to simplify marketing for businesses of all sizes, including authors and entrepreneurs. The book aims to demystify the complexities of marketing by providing accessible, step-by-step advice and practical tools. It covers essential areas such as defining marketing goals, branding, digital marketing tactics like SEO and social media, budgeting, and market research. The authors emphasize a jargon-free approach with real-world examples to empower readers to create effective marketing plans. Ultimately, the book seeks to transform the often-overwhelming world of marketing into a clear, manageable, and even enjoyable process for anyone.

Glossary of Key Terms

• Marketing: The process of creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
• Marketing Strategy: A comprehensive plan outlining how a business will use marketing tactics to achieve its marketing objectives and ultimately contribute to overall business goals.
• Branding: The process of creating a unique name, design, symbol, or combination thereof, that identifies and differentiates a product, service, or business from its competitors. It encompasses both the tangible and intangible aspects of how a business is perceived.
• Digital Marketing: The marketing of products or services using digital technologies, mainly on the internet, but also including mobile phones, display advertising, and any other digital medium.
• SEO (Search Engine Optimization): The practice of optimizing a website's content and technical configuration so that it will rank higher on search engine results pages (SERPs), thereby increasing organic (non-paid) traffic.
• Social Media Marketing: The use of social media platforms to connect with an audience to build a brand, increase sales, and drive website traffic.
• Email Marketing: The act of sending commercial messages, typically to a group of people, using email. It can involve newsletters, promotional offers, and other content to nurture leads and retain customers.
• Market Research: The process of gathering and analyzing information about a target market, including consumer behavior, preferences, and needs, to inform marketing decisions.
• Affiliate Marketing: A marketing arrangement by which an online retailer pays a commission to an external website for traffic or sales generated from its referrals.