Small Business Marketing For Dummies«

by Barbara Findlay Schenck; Contributing Editor: Linda English

• ISBN13: 9780764553097
• ISBN10: 0764553097
• Format: Paperback
• Copyright: 2001-01-01
• Publisher: For Dummies

Summary

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.

Table of Contents

Introduction	1	(4)
Part I: Getting Started in Marketing	5	(74)
A Helicopter View of the Marketing Process	7	(10)
All about Customers: Your Reason for Being	17	(20)
Your Product: Seeing It through Your Customers' Eyes	37	(16)
Sizing Up Competitors and Growing Your Share of the Market	53	(16)
Setting Goals, Objectives, and Strategies	69	(10)
Part II: Sharpening Your Marketing Focus	79	(62)
Taking a Business Impression Inventory	81	(14)
Establishing Your Position and Brand	95	(14)
Getting Strategic Before You Get Creative	109	(16)
Getting Help for Your Marketing Program	125	(16)
Part III: Getting the Word Out	141	(106)
Mastering the Basics of Advertising and Media Planning	143	(20)
Creating Ads for Newspapers, Magazines, and Directories	163	(18)
Broadcasting Your Message on Radio and TV	181	(16)
Mailing Direct to Your Market	197	(20)
Brochures, Promotions, Trade Shows, and Other Communication Tools	217	(16)
Getting Ink and Air: Public Relations and Publicity	233	(14)
Part IV: Marketing Online	247	(68)
Putting the Internet to Work for Your Business	249	(10)
Answering the Web Question: To Make a Site or Not?	259	(12)
Building Your Web Site	271	(22)
Driving Traffic to Your Web Site	293	(22)
Part V: The Part of Tens	315	(16)
Ten Questions to Ask Before You Choose a Name	317	(4)
Nine Truths and Ten Tips about Customer Service	321	(4)
Ten Steps to a Marketing Plan	325	(6)
Appendix A: Where to Find More Information	331	(4)
Appendix B: Glossary of Marketing Terms	335	(4)
Index	339