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Guerrilla Marketing for the Home-Based Business

Overview

American business is in the midst of cataclysmic change. Corporations, re-engineering themselves to compete in the new global marketplace, lay off millions of employees, then outsource the services they performed, often to the former employees themselves. Disillusioned employees are voluntarily leaving the corporate nest in record numbers to set up small businesses of their own. Technological advances make these tiny operations not only competitive but often the optimal provider of services for the next century. ...

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Overview

American business is in the midst of cataclysmic change. Corporations, re-engineering themselves to compete in the new global marketplace, lay off millions of employees, then outsource the services they performed, often to the former employees themselves. Disillusioned employees are voluntarily leaving the corporate nest in record numbers to set up small businesses of their own. Technological advances make these tiny operations not only competitive but often the optimal provider of services for the next century. These forces have led to an exponential growth of home-based businesses. Generally, these new entrepreneurs already possess the skills necessary to bring their products and services to life. What most lack is practical knowledge of how to position and market themselves. Understandably, most do not want to be marketers; many have a downright aversion to this crucial activity. And many will fail - not because of their product, but because of failure to promote it effectively. This book can help to change that.

American business is in the midst of cataclysmic change. Corporate downsizing is increasing, causing disillusioned employees to establish home-based businesses. Using case studies, anecdotes, illustrations, and examples, the authors present their time-tested arsenal of tools most effective for this new, smaller startup.

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Product Details

  • ISBN-13: 9781470811655
  • Publisher: Blackstone Audio, Inc.
  • Publication date: 10/20/2012
  • Format: CD
  • Edition description: Unabridged
  • Pages: 5
  • Product dimensions: 5.10 (w) x 5.80 (h) x 0.60 (d)

Meet the Author

Jay Conrad Levinson is the author of more than a dozen books in the Guerrilla Marketing series. A former vice president and creative director at J. Walter Thompson Advertising and Leo Burnett Advertising, he is the chairman of Guerrilla Marketing International, a consulting firm serving large and small businesses worldwide.

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Table of Contents

Introduction 1
1 Positioning 7
2 Customer Service 23
3 Word of Mouth 33
4 Publicity 45
5 Printed Materials 65
6 Direct Mail 85
7 Newsletters 107
8 Classified Ads 127
9 Networking 141
10 Telephone 155
11 Closing the Sale 169
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