Small Business Marketing For Dummies

by Schenck, Barbara Findlay

• ISBN13: 9780764578397
• ISBN10: 0764578391
• Edition: 2nd
• Format: Paperback
• Copyright: 2005-02-04
• Publisher: For Dummies

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, Sec

Author Biography

Barbara Findlay Schenck has been a marketing consultant for more than 20 years, with clients ranging from small businesses to Fortune 500 companies.

Table of Contents

Introduction.

Part I: Getting Started in Marketing.

Chapter 1: A Helicopter View of the Marketing Process.

Chapter 2: All About Customers.

Chapter 3: Seeing Your Product through Your Customers’ Eyes.

Chapter 4: Sizing Up Competitors and Staking Out Market Share.

Chapter 5: Goals, Objectives, Strategies, and Budgets.

Part II: Sharpening Your Marketing Focus.

Chapter 6: Projecting the Right Image.

Chapter 7: Establishing Your Position and Brand.

Chapter 8: Getting Strategic before Getting Creative.

Chapter 9: Hiring Help for Your Marketing Program.

Part III: Creating and Placing Ads.

Chapter 10: Mastering Advertising Basics and Media Planning.

Chapter 11: Creating Print Ads.

Chapter 12: Broadcasting Ads on Radio and TV.

Part IV: Getting the Word Out without Advertising.

Chapter 13: Mailing Direct to Your Market.

Chapter 14: Brochures, Promotions, Trade Shows, and More.

Chapter 15: Public Relations and Publicity.

Chapter 16: Tapping the Internet’s Marketing Power.

Part V: Winning and Keeping Customers.

Chapter 17: Making the Sale.

Chapter 18: Enhancing Customer Service.

Chapter 19: Fortifying Customer Relationships.

Part VI: The Part of Tens.

Chapter 20: Ten Questions to Ask Before You Choose a Name.

Chapter 21: Ten Ideas to Embrace and Ten to Avoid.

Chapter 22: Ten Steps to a Great Marketing Plan.

Appendix: Where to Find More Information.

Index.