One Stop Marketing (Wiley Small Business Editions.)

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9780471133315: One Stop Marketing (Wiley Small Business Editions.)
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How to find--and keep--your essential core customers With the increasing number of factory outlets, price clubs, an megastores in today's marketplace, how can small business owners effectively compete for customers? In this practical, straightforward new book, Jonathan Trivers, a marketing professional who has counseled over 1,400 entrepreneurs and small businesses, offers a complete guide to creating and implementing a marketing plan designed to help Main Street retailers--like you--successfully compete against the "big guns." Based on 12 marketing principles, One Stop Marketing shows you how to identify and keep essential core customers by recognizing their needs and responding to changes in their buying habits. With practical tips, invaluable advice, and real-world examples from actual businesses, here's where you'll find:
* Keys to narrowing your product assortment
* Steps for increasing the value of your products and services
* Tips on keeping your customer happy long after the sale
* Methods for promoting to your core customer
* Special "Getting Down to Business" sections that help you determine how to apply each marketing principle to your store

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From the Publisher:

In order to succeed in a competitive environment, it is vital for small businesses to do what the corporate giants have been doing for years: zero in on their core customers. This book gives readers the know-how to accomplish exactly that. Based on 12 marketing principles, it shows how to find and keep these essential core customers by recognizing their needs and responding to changes in buying habits. And who is better qualified to offer these techniques than a marketing professional who has counseled over 1,400 entrepreneurs and owners of small businesses? Cites numerous small business examples including Norris Stores, Yogurt Connection, and Carter Lake Auto Supply.

About the Author:

JONATHAN TRIVERS was president of Abbey Carpet Company, the largest floor-covering franchiser in the United States. He is currently adjunct professor at the School of Business at Southern Oregon State College. Mr. Trivers lives in Medford, Oregon.

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Other Popular Editions of the Same Title

9780471133322: One Stop Marketing (Wiley Small Business Edition)

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ISBN 10:  0471133329 ISBN 13:  9780471133322
Publisher: Wiley, 1996
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