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.…mehr
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
Beth Goldstein, founder of Marketing Edge Consulting Group, LLC, has more than 20 years' experience in sales and marketing. She works one-on-one with clients across the globe and teaches at Boston University's School of Management. Visit her Web site at m-edge.com.
Inhaltsangabe
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 Budget Chapter 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 About the Author
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 Budget Chapter 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 About the Author
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