Marketing Without Advertising: Easy Ways to Build a Business Your Customers Will Love & Recommend

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This book teaches small business owners the secrets to making their businesses dazzle. It provides practical advice on how to attract new customers, satisfy the regulars, and turn dissatisfied onetimers into loyal supporters. The book details strategic methods for effective: pricing; customer education; store improvement; spreading of the word; Internet use both for marketing and direct sales. A must have book for any small business owner!

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Berkeley, CA 2008 Trade paperback 6th ed. Good. Trade paperback (US). Glued binding. 398 p. Contains: Illustrations, black & white, Tables, black & white, Figures. Marketing ... Without Advertising. Read more Show Less

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Overview

This book teaches small business owners the secrets to making their businesses dazzle. It provides practical advice on how to attract new customers, satisfy the regulars, and turn dissatisfied onetimers into loyal supporters. The book details strategic methods for effective: pricing; customer education; store improvement; spreading of the word; Internet use both for marketing and direct sales. A must have book for any small business owner!

Read More Show Less

Editorial Reviews

O'Reilly & Associates
What a charming, graceful book! Anyone who wants to make the most effective use of customers for word-of-mouth marketing needs to read what Rasberry and Phillips have to say. I've been doing this stuff for years, and still want to give a copy to all my marketing folks.
— Tim O'Reilly
Cleveland Plain Dealer
If you've got something to sell, this book is a valuable reference, and is one of the few marketing books I would recommend to salespeople.
— Paul Tulenko
Business Life
Straightforward advice on how to create a marketing plan that will encourage enthusiastic recommendations about your business from satisfied customers...
Reference & Research Book News
Updated to reflect technology-boosted marketing trends, such as international Internet marketing and weblogs.
Biz Magazine
This no-nonsense guide describes what it takes to generate sales and encourage customer loyalty...
Scripps Howard News Service
This book rates three and one half stars. You need it!
The Essential Whole Earth Catalog
The ideas are useful and well presented, of value to any business.
— Bernard Kamoroff
ASBA (American Small Business Association) Today
A practical planning guide.
Milton Moskowitz
There are good ideas here on every page. You'll find here the nitty-gritty steps you need to -- and can -- take to generate sales for your business, no matter what business it is.
Center for Entrepreneurial Management
Shows practical ways to increase sales with little capital investment. They show how to do it with brains, not money.
— Joseph R. Mancuso
New Age Retailer
This is a recognized classic...I would estimate that 75% of the business books published since Marketing Without Advertising first appeared simply recycle ideas from this pioneering, breakthrough book.
New Age Retailer
This is a recognized classic...I would estimate that 75% of the business books published since Marketing Without Advertising first appeared simply recycle ideas from this pioneering, breakthrough book.
American Small Business Association Today
A practical planning guide.
Biz Magazine
...this no-nonsense guide describes what it takes to generate sales and encourage customer loyalty...provides tips on how to create a marketing plan that will illicit enthusiastic responses from customers, and how to list products or services widely and inexpensively.
ASBA Today
A practical planning guide.
Biz Magazine
...this no-nonsense guide describes what it takes to generate sales and encourage customer loyalty...provides tips on how to create a marketing plan that will illicit enthusiastic responses from customers, and how to list products or services widely and inexpensively.
Milton Moskowitz
"There are good ideas on every page....You'll find here the nitty-gritty steps you need to -- and can -- take to generate sales for your business, no matter what business it is." -- Author of The 100 Best Companies to Work for In America
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Product Details

  • ISBN-13: 9781413306323
  • Publisher: NOLO
  • Publication date: 6/21/2008
  • Series: Nolo's Small Business Essentials Series
  • Edition description: Sixth Edition
  • Edition number: 6
  • Pages: 416
  • Product dimensions: 8.94 (w) x 6.90 (h) x 0.85 (d)

Meet the Author

Salli Rasberry has successfully run a dozen small businesses in fields as varied as book fairs, publishing companies, documentary films, construction, business consulting, and writing. An artist and gardener, Salli is the author of the Art of Dying: Honoring and Celebrating Life's Passages (with Watanabe, Ten Speed Press), Living Your Life Out Loud: How to Unlock Your Creativity and Unleash Your Joy (with Selwyn, Pocket Books), Running a One-Person Business (with Whitmyer, Ten Speed Press), The Seven Laws of Money (with Phillips, Pocket Classics), Honest Business (with Phillips, Pocket Classics), The Briarpatch Book (ed. with Phillips, New Glide) and Marketing Without Advertising (with Phillips, Nolo).

Michael Phillips, an experienced businessman and consultant who helped to develop the Mastercharge interbank credit card, was the founder of the Briarpatch, a network of small businesses that espouse common values. He also ran a pioneering small business school called the Noren Institute in San Francisco. Co-author of Marketing Without Advertising, Michael is the author of many other books, including The Seven Laws of Money (with Rasberry, Pocket Classics), Honest Business (with Rasberry, Pocket Classics), The Briarpatch Book (ed. with Rasberry, New Glide), Simple Living Investments (Clear Glass), Citizen Legislature (with Callenbach, Banyan Tree), and Commerce (Clear Glass).

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Table of Contents

Your Marketing Companion 1

1 Advertising: The Last Choice in Marketing 3

The Myth of Advertising's Effectiveness 5

Why Customers Lured by Ads Are Often Not Loyal 13

Why Dependence on Advertising Is Harmful 14

Advertisers: Poor Company to Keep 16

Honest Ads 21

Branding 23

Listings: "Advertising" That Works 24

2 Personal Recommendations: The First Choice in Marketing 31

Cost-Effectiveness 33

Overcoming Established Buying Habits 38

Basing Your Marketing Plan on Personal Recommendations 39

When Not to Rely on Word of Mouth for Marketing 42

3 The Physical Appearance of Your Business 47

Conform to Industry Norms 49

Your Business's Appearance 52

Fantasy: A Growing Part of Retail Marketing 60

The Test of Time 64

4 Pricing 67

Easy-to-Understand Prices 68

Complete Prices 70

Giving Customers Choice About Price 74

Internet Pricing 77

5 How You Treat the People Around You 81

Tracking Reputations via the Grapevine 82

How Employees Spread the Word 84

Common Employee Complaints 88

Handling Employee Complaints 91

Finding Out What Employees Are Thinking 93

Suppliers 97

Business Friends and Acquaintances 102

Individuals Who Spread Negative Word of Mouth About Your Business 106

Your Behavior in Public 108

6 Openness: The Basis of Trust 111

Financial Openness 113

Physical Openness 117

Openness in Management 119

Openness With Information 120

Openness With Ideas 123

7 Deciding How to Educate Potential Customers 127

What Does Your Business Do? 128

Defining the Domains in Which Your Business Operates 136

Providing Information on Businesses in Established Fields 139

Businesses in New or Obscure Fields143

Whom to Educate 152

8 How to Let Customers Know Your Business Is Excellent 163

Tell Them Yourself 165

Help Customers Judge for Themselves 171

Giving Customers Authority for Your Claims 184

9 Helping Customers Find You 189

Finding Your Business 191

Convenience of Access 194

Signs 198

Telephone Accessibility 198

Listing Your Services Creatively and Widely 207

Getting Referrals From People in Related Fields 210

Trade Shows and Conferences 213

10 Customer Recourse 219

Elements of a Good Recourse Policy 221

Designing a Good Recourse Policy 224

Telling Customers About Your Recourse Policy 228

Putting Your Recourse Policy in Writing 231

11 Marketing on the Internet 235

Business Uses of the Internet: Demystified 237

The Geographic Reach of the Internet 240

What to Put on Your Site 243

Designing an Internet Site 249

Interactivity and Customer Screening 254

How to Help People Find You Online 257

International Marketing 263

12 Dynamic Interactive Marketing 271

Beginning Architecture 272

Attracting Customers 273

The Look and Feel of Your Site 274

Pricing 276

eBay and Supplemental Outlet Sites 280

Customer Education 280

Customer Comments 282

Security 282

Podcasting 286

Video Clips 286

13 Designing and Implementing Your Marketing Plan 289

Your Marketing List: The "Who" of Your Marketing Plan 290

How to Evaluate Your List 292

Marketing Actions and Events: The "What" of Your Marketing Plan 294

Direct Marketing Actions 297

Parallel Marketing Actions 310

Peer-Based Marketing Actions 317

14 Creating a Calendar of Events 325

Marketing Calendar for an Interior Design Firm 327

Marketing Calendar for Jerry and Jess's New Chiropractic Clinic 329

Marketing Calendar for Lolly & Criggles-an eBay Children's Boutique Clothing Website 336

Appendix 341

Index 389

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Sort by: Showing 1 Customer Reviews
  • Posted February 16, 2009

    I Also Recommend:

    The Only Book You Need

    I'm 3/4 through Marketing without advertising, and I couldn't be more pleased. It offers a generous host of questions and worksheets to formulate and clarify your marketing strategy. The conversational writing style and anecdotes about true-life marketing hits and misses actually make it an enjoyable bedside read. I have a solid marketing plan and a clearer vision of the look and message I want my business to project.

    Was this review helpful? Yes  No   Report this review
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