Drilling for Gold: How Corporations Can Successfully Market to Small Businesses

Drilling for Gold: How Corporations Can Successfully Market to Small Businesses

by John Warrillow

Hardcover

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Overview

Drilling for Gold: How Corporations Can Successfully Market to Small Businesses by John Warrillow

Unearth the lucrative opportunities of the small business market
The new entrepreneurial explosion has many Fortune 500 companies pinning their hopes for prosperity on the small business sector. But most blue chip behemoths simply don't know how to reach small businesses-they don't understand this segment's diversity and how to effectively reach out to its various parts. Drilling for Gold will show the big companies just how small businesses tick. John Warrillow reveals the enormous size of the small business marketing opportunity and shows readers various ways to reach this vast, yet seemingly hidden sector. He covers how to address the small business market, managing cost control, and segmenting the customer base, along with numerous case studies.

Product Details

ISBN-13: 9780471128908
Publisher: Wiley
Publication date: 03/22/2002
Pages: 231
Product dimensions: 6.26(w) x 9.78(h) x 0.87(d)

About the Author

JOHN WARRILLOW is President of Warrillow & Co., a strategy and research firm that specializes in helping Fortune 500 companies get inside the head of small business owners. The firm counts twelve of the Fortune 100 and seven of the top ten business-to-business spenders in the United States as customers. Warrillow & Co.'s client list includes American Express, Bank of America, British Airways, Citibank, IBM, Microsoft, and Visa. John Warrillow studied at Queen's University in Kingston, Ontario, and started Warrillow & Co. in Toronto, where he lives with his wife, Jennifer.

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