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Full Description
Low- and no-cost tools that win customer loyaltyWhether 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 toDevelop targeted customer profiles using affordable market research techniquesGet inside the heads of customers and learn what makes them tickNavigate your marketplace and turn obstacles into opportunitiesEstablish winning partnerships that support your company's growthSell 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
Contents
IntroductionDedicationAcknowledgementsAuthor's NoteIntroduction and OverviewMilestone One: How Well Do You Know Yourself and Your Customers?Chapter One: Are You Ready? Business Vision & the EntrepreneurChapter Two: Developing a Customer ProfileChapter Three: Determining Customer Lifetime ValueMilestone Two: Research On an Entrepreneur's BudgetChapter Four: Turning Data Into KnowledgeChapter Five: Primary Research: Surveys Get You to the SourceChapter Six: Improving the Reliability of Your DataMilestone Three: Looking Outward Then InChapter Seven: Secondary Research: What's Happening in Your World?Chapter Eight: Everybody's Got Options: Competition, Substitutes & InertiaChapter Nine: What Are You Really Good at Doing?Milestone Four: Seize the OpportunitiesChapter Ten: Identifying Partnership StrategiesChapter Eleven: Breaking New GroundMilestone Five: Pick Your Tools: The Marketing MixChapter Twelve: Building a Brand: Perception Is RealityChapter Thirteen: Marketing in ActionChapter Fourteen: The Power of the WebMilestone Six: Why Entrepreneurs Must Know How to SellChapter Fifteen: Personal Selling SkillsChapter Sixteen: NetworkingChapter Seventeen: Elevator PitchesMilestone Seven: Relationship ManagementChapter Eighteen: The Sales Process: Tips and Strategies for SuccessChapter Nineteen: Managing Your Sales CycleMilestone Eight: Turning Your Business Vision Into RealityChapter Twenty: Laying a Foundation: Your Marketing PlanChapter Twenty-One: Passion As a StrategyConclusion: Execute, Execute, ExecuteAbout the AuthorNER(01): WOW
