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ISBN10: 0071477187 | ISBN13: 9780071477185
ISBN10: 0071477187
ISBN13: 9780071477185
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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
Introduction
Dedication
Acknowledgements
Author’s Note
Introduction and Overview
Milestone One: How Well Do You Know Yourself and Your Customers?
Chapter One: Are You Ready? Business Vision & the Entrepreneur
Chapter Two: Developing a Customer Profile
Chapter Three: Determining Customer Lifetime Value
Milestone Two: Research On an Entrepreneur’s BudgetChapter Four: Turning Data Into Knowledge
Chapter Five: Primary Research: Surveys Get You to the Source
Chapter Six: Improving the Reliability of Your Data
Milestone Three: Looking Outward Then In
Chapter Seven: Secondary Research: What’s Happening in Your World?
Chapter Eight: Everybody’s Got Options: Competition, Substitutes & Inertia
Chapter Nine: What Are You Really Good at Doing?
Milestone Four: Seize the Opportunities
Chapter Ten: Identifying Partnership Strategies
Chapter Eleven: Breaking New Ground
Milestone Five: Pick Your Tools: The Marketing Mix
Chapter Twelve: Building a Brand: Perception Is Reality
Chapter Thirteen: Marketing in Action
Chapter Fourteen: The Power of the Web
Milestone Six: Why Entrepreneurs Must Know How to Sell
Chapter Fifteen: Personal Selling Skills
Chapter Sixteen: Networking
Chapter Seventeen: Elevator Pitches
Milestone Seven: Relationship Management
Chapter Eighteen: The Sales Process: Tips and Strategies for Success
Chapter Nineteen: Managing Your Sales Cycle
Milestone Eight: Turning Your Business Vision Into Reality
Chapter Twenty: Laying a Foundation: Your Marketing Plan
Chapter Twenty-One: Passion As a Strategy
Conclusion: Execute, Execute, Execute
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