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

Erscheinungsjahr 2007
ISBN: 978-0-07-147718-5
Verlag: McGraw Hill LLC

Buch, Englisch, 256 Seiten, Format (B × H): 186 mm x 234 mm, Gewicht: 594 g

Low- and no-cost tools that win customer loyaltyWhether 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

Autoren/Hrsg.

Goldstein, Beth

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Inhaltsverzeichnis

Introduction DedicationAcknowledgementsAuthor’s Note Introduction and OverviewMilestone One: How Well Do You Know Yourself and Your Customers?Chapter One: Are You Ready? Business Vision & the EntrepreneurChapter Two: Developing a Customer ProfileChapter Three: Determining Customer Lifetime ValueMilestone Two: Research On an Entrepreneur’s BudgetChapter Four: Turning Data Into KnowledgeChapter Five: Primary Research: Surveys Get You to the SourceChapter Six: Improving the Reliability of Your DataMilestone Three: Looking Outward Then InChapter Seven: Secondary Research: What’s Happening in Your World?Chapter Eight: Everybody’s Got Options: Competition, Substitutes & InertiaChapter Nine: What Are You Really Good at Doing?Milestone Four: Seize the OpportunitiesChapter Ten: Identifying Partnership StrategiesChapter Eleven: Breaking New GroundMilestone Five: Pick Your Tools: The Marketing MixChapter Twelve: Building a Brand: Perception Is Reality Chapter Thirteen: Marketing in ActionChapter Fourteen: The Power of the WebMilestone Six: Why Entrepreneurs Must Know How to SellChapter Fifteen: Personal Selling SkillsChapter Sixteen: Networking Chapter Seventeen: Elevator PitchesMilestone Seven: Relationship Management Chapter Eighteen: The Sales Process: Tips and Strategies for Success Chapter Nineteen: Managing Your Sales CycleMilestone Eight: Turning Your Business Vision Into Reality Chapter Twenty: Laying a Foundation: Your Marketing PlanChapter Twenty-One: Passion As a Strategy Conclusion: Execute, Execute, ExecuteAbout the Author

Über Autor(innen)

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.