Small business marketing for dummies
著者
書誌事項
Small business marketing for dummies
（--For dummies）
Hungry Minds, c2001
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注記
Includes index
内容説明・目次
内容説明
Whether you run a single--person home office, a small firm, or even a local nonprofit, to succeed in today's changing, hyper--competitive marketplace, you need to know everything you can about finding, winning and keeping customers marketing in other words. The competitive lifeline of any business, large or small, marketing isn't just about placing an ad in the local penny saver it's about establishing an ongoing dialogue between you and your customers that influences nearly every phase of your operation, from product development, pricing, packaging and distribution, to advertising, public relations, sales, and customer service. Small Business Marketing For Dummies is your road map to successful marketing. Packed with savvy tips and easy--to--implement action steps, this street smart guide arms you with the ammunition you need to survive and thrive in the war for profits and market share.
You get proven strategies that help you: * Expand your customer base * Earn your customers' undying loyalty * Get more repeat business and customer referrals * Get the word out with low--cost, high--impact campaigns * Generate publicity and word--of--mouth * Stay one--step ahead of the competition Find out why don't have to have to have a million--dollar marketing budget to wage a solid--gold marketing campaign. Experts Barbara Findlay Schenck and Linda English walk you step--by--step through the entire marketing process, offering sage advice and guidance on: * Developing a winning marketing strategy * Defining your target market and customer profile * Creating a killer marketing plan * Establishing your position and brand * Creating effective low--cost advertising campaigns * Writing high--impact press releases and television and radio ads * Marketing on the Internet includes proven tips for how to build a website and generate online traffic * Building customer loyalty with superior customer service There are currently five million small businesses with fewer than 20 employees in America, and that number is expected to rise steadily over the next decade.
Small Business Marketing For Dummies supplies you with the marketing know--how you need to stay out ahead of the pack.
目次
Introduction. PART I: Getting Started in Marketing. Chapter 1: A Helicopter View of the Marketing Process. Chapter 2: All about Customers: Your Reason for Being. Chapter 3: Your Product: Seeing It through Your Customers' Eyes. Chapter 4: Sizing Up Competitors and Growing Your Share of the Market. Chapter 5: Setting Goals, Objectives, and Strategies. PART II: Sharpening Your Marketing Focus. Chapter 6: Taking a Business Impression Inventory. Chapter 7: Establishing Your Position and Brand. Chapter 8: Getting Strategic Before You Get Creative. Chapter 9: Getting Help for Your Marketing Program. PART III: Getting the Word Out. Chapter 10: Mastering the Basics of Advertising and Media Planning. Chapter 11: Creating Ads for Newspapers, Magazines, and Directories. Chapter 12: Broadcasting Your Message on Radio and TV. Chapter 13: Mailing Direct to Your Market. Chapter 14: Brochures, Promotions, Trade Shows, and Other Communication Tools. Chapter 15: Getting Ink and Air: Public Relations and Publicity. PART IV: Marketing Online. Chapter 16: Putting the Internet to Work for Your Business. Chapter 17: Answering the Web Question: To Make a Site or Not? Chapter 18: Building Your Web Site. Chapter 19: Driving Traffic to Your Web Site. PART V: The Part of Tens. Chapter 20: Ten Questions to Ask Before You Choose a Name. Chapter 21: Nine Truths and Ten Tips about Customer Service. Chapter 22: Ten Steps to a Marketing Plan. Appendix A: Where to Find More Information. Appendix B: Glossary of Marketing Terms. Index. Book Registration Information.
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