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Who is Laura Lake?

Laura Lake, the author of Consumer Behavior for Dummies entered the world of marketing in the year of 1997 after working as a Controller. Her passion was found on the other side of the ROI calculation and she knew she had the analytical mind as well as the creative ability to make marketing campaigns a success.

In 1998 she became the editor/guide for Internet Communications for The Mining Company, now known as About.com, a New York Times Company. In 2003 she advanced to editor/guide covering the topic of Marketing at About.com.

What is Marketing According to Laura? 
“Marketing is the process of teaching consumers why they should choose your product or service over your competitors; if you are not doing that you are not marketing. It’s really that simple! The key is finding the right method and defining the right message to use to educate and influence your consumers.Companies make the mistake of thinking that marketing is just “one” thing, but marketing is everything that the consumer encounters when it comes to your business, from advertising, to what they hear, to the customer service that they receive, to the follow-up care that you provide. It’s all marketing and creating the decision within the consumer whether or not to choose you initially or for repeat business.” – Laura Lake


She has helped companies in the development of their marketing plans, understand their consumers, create a brand identity, assist in public relations, and help in the utilization of internet marketing, social media and more. Her specialty is the development and creation of successful campaigns and strategies that utilize the knowledge of consumer behavior and turn those potential consumers into lifelong customers that increase the bottom line of businesses all over the world.

She know that effective marketing raises your bottom line revenues, lowers customer acquisition cost, increases customer retention and profitability.

Lake has helped thousands of business owners and marketing professionals with her down-to-earth writing, consulting and lectures. Her fresh perspective allows even small companies to benefit from marketing power without spending thousands of dollars.

Want to see her achievements, awards and acknowledgements? Check out the Bragging Rights!

As a Marketing Manager at a Fortune 40 company, she no longer consults, but you can follow her work at About.com to get help on your own marketing strategy and creating a marketing plan.