Marketing Without Advertising

by Phillips, Michael; Rasberry, Salli; Repa, Barbara Kate

• ISBN13: 9780873379304
• ISBN10: 0873379306
• Edition: 4th
• Format: Paperback
• Copyright: 2003-03-01
• Publisher: Nolo

Summary

Offers small business owners marketing tips, including strategies for attracting new customers and turning dissatisfied customers into loyal supporters.

Table of Contents

Advertising: The Last Choice in Marketing
The Myth of Advertising's Effectiveness	3	(5)
Why Customers Lured by Ads Are Often Not Loyal	8	(1)
Why Dependence on Advertising Is Harmful	8	(1)
Advertisers: Poor Company to Keep	9	(5)
Honest Ads	14	(1)
Branding	14	(1)
Listings: ``Advertising'' That Works	15
Personal Recommendations: The First Choice in Marketing
Cost-Effectiveness	2	(2)
Overcoming Established Buying Habits	4	(1)
Basing Your Marketing Plan on Personal Recommendations	5	(2)
When Not to Rely on Word of Mouth for Marketing	7
The Physical Appearance of Your Business
Conforming to Industry Norms	2	(3)
Fantasy: A Growing Part of Retail Marketing	5	(6)
Evaluating Your Business's Physical Appearance	11
Pricing
Straightforward and Easy-to-Understand Prices	2	(1)
Complete Prices	3	(3)
Giving Customers Reasonable Control Over the Price	6	(3)
Internet Pricing	9
The Treatment of People Around You
Tracking Reputations via the Grapevine	2	(1)
How Employees Spread the Word	3	(3)
Common Employee Complaints	6	(3)
Handling Employee Complaints	9	(1)
Finding Out What Employees Are Thinking	10	(3)
Suppliers	13	(4)
Business Friends and Acquaintances	17	(2)
Individuals Who Spread Negative Word of Mouth About Your Business	19	(1)
Your Behavior in Public	20
Openness: The Basis of Trust
Financial Openness	3	(2)
Physical Openness	5	(2)
Openness in Management	7	(1)
Openness With Information	8	(3)
Openness With Ideas	11
Deciding How to Educate Potential Customers
What Does Your Business Do?	2	(6)
Defining the Domains in Which Your Business Operates	8	(3)
Providing Information on Businesses in Established Fields	11	(3)
Businesses in New or Obscure Fields	14	(3)
Whom to Educate	17
How to Let Customers Know Your Business Is Excellent
Tell Them Yourself	3	(4)
Help Customers Judge for Themselves	7	(10)
Giving Customers Authority for Your Claims	17
Helping Customers Find You
Finding Your Business	3	(1)
Convenience of Access	4	(3)
Signs	7	(1)
Telephone Accessibility	8	(5)
Listing Your Services Creatively and Widely	13	(2)
Getting Referrals From People in Related Fields	15	(2)
Trade Shows and Conferences	17
Customer Recourse
Elements of a Good Recourse Policy	4	(1)
Designing a Good Recourse Policy	5	(3)
Telling Customers About Your Recourse Policy	8	(1)
Putting Your Recourse Policy in Writing	9
Marketing on the Internet
Business Uses of the Internet: Demystified	2	(1)
The Geographic Reach of the Internet	3	(3)
What to Put on Your Site	6	(4)
Designing an Internet Site	10	(3)
Interactivity and Customer Screening	13	(2)
How to Help People Find You Online	15
Dynamic Interactive Marketing
The What and How of Databases	2	(1)
Beginning Architecture	3	(1)
Attracting Customers	4	(1)
The Look and Feel of Your Site	5	(1)
Pricing	6	(2)
Openness	8	(1)
Customer Education	9	(1)
Security	10
Designing and Implementing Your Marketing Plan
Your Marketing List: The ``Who'' of Your Marketing Plan	2	(1)
How to Evaluate Your List	3	(2)
Marketing Actions and Events: The ``What'' of Your Marketing Plan	5	(2)
Direct Marketing Actions	7	(8)
Parallel Marketing Actions	15	(6)
Peer-Based Marketing Actions	21
Creating a Calendar of Events
Marketing Calendar for an Interior Design Firm	2	(2)
Marketing Calendar for Jerry and Jess's New Chiropractic Clinic	4
Appendix
Index