The Ultimate Small Business Marketing Toolkit: All the Tips, Forms, and Strategies You'll Ever Need! / Edition 1

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Overview

Low- and no-cost tools that win customer loyalty

Whether you're setting up shop or already have your business off the ground, you need proven marketing strategies that get new customers in the door and keep them coming back. The Ultimate Small Business Marketing Toolkit gives you the resources to do just that, with a wide variety of cost-effective marketing techniques you can use to turn your business vision into reality.

Packed with dozens of worksheets, real-life examples, and step-by-step instructions, this all-in-one resource guides you through eight easy-to-follow marketing milestones. Armed with the tools in this book and on the CD-ROM, you'll be ready to

  • Develop targeted customer profiles using affordable market research techniques
  • Get inside the heads of customers and learn what makes them tick
  • Navigate your marketplace and turn obstacles into opportunities
  • Establish winning partnerships that support your company's growth
  • Sell your brand to the world using brochures, Web sites, direct mail, and advertising

“Pushes your bottom line to a breakthrough level of success.”-Peter R. Russo, Director, Entrepreneurship Programs, Boston University School of Management

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Product Details

  • ISBN-13: 9780071477185
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 7/28/2007
  • Edition number: 1
  • Pages: 256
  • Product dimensions: 7.40 (w) x 9.10 (h) x 0.90 (d)

Meet the Author

Beth Goldstein, founder of Marketing Edge Consulting Group, LLC, has more than 20 years' experience in sales and marketing. She works one-on-one with clients across the globe and teaches at Boston University's School of Management. Visit her Web site at m-edge.com.

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Table of Contents


Acknowledgments     v
Author's Note     vii
Introduction     ix
How Well Do You Know Yourself and Your Customers?     1
Are You Ready? Business Vision and the Entrepreneur     2
Developing a Customer Profile     18
Determining Customer Lifetime Value     34
Research on an Entrepreneur's Budget     51
Turning Data Into Knowledge     52
Primary Research: Surveys Get You to the Source     69
Improving the Reliability of Your Data     82
Looking Outward, Then In     101
Secondary Research: What's Happening in Your World?     102
Everybody's Got Options: Competition, Substitutes, and Inertia     121
What Are you Really Good at Doing?     133
Seize the Opportunities     149
Identifying Partnership Strategies     150
Breaking New Ground     164
Pick Your Tools: The Marketing Mix     175
Building a Brand: Perception is Reality     176
Marketing in Action     188
The Power of the Web     204
Why Entrepreneurs Must Know How to Sell     217
Personal Selling Skills     218
Networking     230
The ElevatorPitch     246
Relationship Management     257
The Sales Process: Tips and Strategies for Success     258
Managing your Sales Cycle     272
Turning Your Business Vision into Reality     285
Laying the Foundation for a Marketing Plan     286
Passion as a Strategy     305
Conclusion     315
Index     317
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Sort by: Showing all of 3 Customer Reviews
  • Anonymous

    Posted August 22, 2007

    Great Set of Practical Tools

    As a professional consultant (strategy, operations and growth) I have seen many young businesses longing for the real-world perspective Beth gives with her exercises and directions. This book provides the small business owner or ¿owner in startup mode¿ with a practical, hands-on `how-to-guide¿ to get their sales and marketing program (the engine for growth) off the ground and running fast. The pragmatic tools in the book and on the CD are an invaluable resource for beginners or those struggling to take their marketing efforts to the next level. I hope that future editions of this book add even more of the `real-life¿ perspective that takes the expert¿s advice and shows it in action to the reader hungry for examples of how it¿s done.

    1 out of 1 people found this review helpful.

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  • Anonymous

    Posted August 12, 2007

    Great book!

    I really like this work. I believe it's: 1) Practical, and one can apply/use the information immediately 2) Has real-life stories of entrepreneurs 3) Great interviews with experts in the field 4) A strong focus on sales and marketing and how they need to work together 5) An important focus on developing customer surveys...everything you need to know in order to develop your own and make sure the information is valuable and can help you make decisions 6) A CD-Rom is so well designed it makes it really easy to use the information in the book and apply it to your own business...whether it's still a concept or a business you've been running for years 7) A down to earth, easy to read format However, I believe that more worksheets or even more real life stories would add value. I would also love to see more information on sales, even if this is a marketing book. But, overall it's terrific!

    1 out of 1 people found this review helpful.

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  • Anonymous

    Posted August 1, 2011

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