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

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

by Beth Goldstein
     
 

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

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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:
07/28/2007
Pages:
256
Product dimensions:
7.40(w) x 9.10(h) x 0.90(d)

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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