Cover image for The ultimate small business marketing toolkit : all the tips, forms, and strategies you'll ever need
Title:
The ultimate small business marketing toolkit : all the tips, forms, and strategies you'll ever need
Author:
Goldstein, Beth.
Personal Author:
Publication Information:
New York : McGraw-Hill, [2007]

©2007
Physical Description:
xii, 322 pages : illustrations ; 24 cm + 1 CD-ROM (4 3/4 in.)
General Note:
Includes index.
Language:
English
Contents:
Introduction -- Milestone 1: How well do you know yourself and your customers? -- Are you ready? business vision and the entrepreneur -- Developing a customer profile -- Determining customer lifetime value -- Milestone 2: Research on an entrepreneur's budget -- Turning data into knowledge -- Primary research: surveys get you to the source -- Improving the reliability of your data -- Milestone 3: Looking outward, then in -- Secondary research: what's happening in your world? -- Everybody's got options: competition, substitutes, and inertia -- What are you really good at doing? -- Milestone 4: seize the opportunities -- Identifying partnership strategies -- Breaking new ground -- Milestone 5: pick your tools: the marketing mix -- Building a brand: perception is reality -- Marketing in action -- The power of the web -- Milestone 6: Why entrepreneurs must know how to sell -- Personal selling skills -- Networking -- The elevator pitch -- Milestone 7: Relationship management -- The sales process: tips and strategies for success -- Managing your sales cycle -- Milestone 8: Turning your business vision into reality -- Laying the foundation for a marketing plan -- Passion as a strategy -- Conclusion.
ISBN:
9780071477185
Format :
Book

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Summary

Summary

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


Author Notes

Beth Goldstein, founder of Marketing Edge Consulting Group, LLC


Table of Contents

Acknowledgmentsp. v
Author's Notep. vii
Introductionp. ix
Milestone 1 How Well Do You Know Yourself and Your Customers?p. 1
Chapter 1 Are You Ready? Business Vision and the Entrepreneurp. 2
Chapter 2 Developing a Customer Profilep. 18
Chapter 3 Determining Customer Lifetime Valuep. 34
Milestone 2 Research on an Entrepreneur's Budgetp. 51
Chapter 4 Turning Data Into Knowledgep. 52
Chapter 5 Primary Research: Surveys Get You to the Sourcep. 69
Chapter 6 Improving the Reliability of Your Datap. 82
Milestone 3 Looking Outward, Then Inp. 101
Chapter 7 Secondary Research: What's Happening in Your World?p. 102
Chapter 8 Everybody's Got Options: Competition, Substitutes, and Inertiap. 121
Chapter 9 What Are you Really Good at Doing?p. 133
Milestone 4 Seize the Opportunitiesp. 149
Chapter 10 Identifying Partnership Strategiesp. 150
Chapter 11 Breaking New Groundp. 164
Milestone 5 Pick Your Tools: The Marketing Mixp. 175
Chapter 12 Building a Brand: Perception is Realityp. 176
Chapter 13 Marketing in Actionp. 188
Chapter 14 The Power of the Webp. 204
Milestone 6 Why Entrepreneurs Must Know How to Sellp. 217
Chapter 15 Personal Selling Skillsp. 218
Chapter 16 Networkingp. 230
Chapter 17 The Elevator Pitchp. 246
Milestone 7 Relationship Managementp. 257
Chapter 18 The Sales Process: Tips and Strategies for Successp. 258
Chapter 19 Managing your Sales Cyclep. 272
Milestone 8 Turning Your Business Vision into Realityp. 285
Chapter 20 Laying the Foundation for a Marketing Planp. 286
Chapter 21 Passion as a Strategyp. 305
Conclusionp. 315
Indexp. 317