Small business marketing for dummies

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Title:

Author:

Schenck, Barbara Findlay.

ISBN:

9780764578397

Personal Author:

Schenck, Barbara Findlay.

Edition:

2nd ed.

Publication Information:

Physical Description:

xxii, 358 pages : illustrations ; 23 cm.

Series:

--For dummies

--For dummies.

General Note:

Includes index.

Contents:

pt. I. Getting started in marketing -- 1. A helicopter view of the marketing process -- 2. All about customers -- 3. Seeing your product through your customers' eyes -- 4. Sizing up competitors and staking out market share -- Goals, objectives, strategies, and budgets -- pt. II. Sharpening your marketing focus -- 6. Projecting the right image -- 7. Establishing your position and brand -- 8. Getting strategic before getting creative -- 9. Hiring help for your marketing program -- pt. III. Creating and placing ads -- 10. Mastering advertising basics and media planning -- 11. Creating print ads -- 12. Broadcasting ads on radio and TV -- pt. IV. Getting the word out without advertising -- 13. Mailing direct to your market -- 14. Brochures, promotions, trade shows, and more -- 15. Public relations and publicity -- 16. Tapping the Internet's marketing power -- pt. V. Winning and keeping customers -- 17. Making the sale -- 18. Enhancing customer service -- 19. Fortifying customer relationships -- pt. VI. The part of tens -- 20. Ten questions to ask before you choose a name -- 21. Ten ideas to embrace and ten to avoid -- 22. Ten steps to a great marketing plan -- Appendix. Where to find more information.

Subject Term:

Advertising.

Marketing -- Management.

Small business marketing.

Advertising media planning.

Advertising. (OCoLC)fst00797511

Advertising media planning. (OCoLC)fst00797876

Marketing -- Management. (OCoLC)fst01010209

Small business marketing. (OCoLC)fst01121328

Electronic Access:

Table of contents http://catdir.loc.gov/catdir/toc/fy054/2004117340.html
Contributor biographical information http://catdir.loc.gov/catdir/enhancements/fy0620/2004117340-b.html
Publisher description http://catdir.loc.gov/catdir/enhancements/fy0620/2004117340-d.html

Copies:

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Summary

Having your own business isn't the same as having customers, and one is useless without the other. Whether your business is a resale store or a high-tech consulting firm, a law office or a home cleaning service, in today's competitive environment, strategic marketing is essential.

Small Business Marketing For Dummies , Second Edition is updated from the original version that won rave reviews and inspired thousands of small businesses on their way to becoming big businesses. Updates include more information on online marketing, a whole new section on getting and keeping customers, new cost-effective, fast-acting ideas for instant impact, and more. The book covers:

Marketing basics that prepare you to rev up your business and jumpstart your marketing program Information to help you define your business position and brand Advice on bringing in professionals A quick-reference guide to mass media and a glossary of advertising jargon How-tos for creating print and broadcast ads that work Ideas for getting the word out without advertising, including information on direct mail, brochures, publicity, promotions, and more Ten steps to follow to build your own easy-to-assemble marketing plan

With pages of ideas for low-cost, high-impact marketing from author Barbara Findlay Schenck, a marketing consultant with more than 20 years experience with clients ranging from small businesses to Fortune 500 companies, Small Business Marketing For Dummies , Second Edition helps you reach and keep new customers. Whether you're running a home office, a small firm, a family business, a nonprofit organization, or a retail operation, you'll discover how to:

Custom design your own marketing program Create effective marketing messages Produce marketing communications that work

No matter what field you're in, Small Business Marketing For Dummies , 2nd Edition will help you make your dreams come true. If you buy it, read it, and implement some of the marketing strategies discussed, customers will come.