Small Business Marketing For Dummies? - Softcover

Findlay Schenck, Barbara

Softcover

ISBN 10: 0764553097 ISBN 13: 9780764553097

Publisher: For Dummies, 2001

Synopsis

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.

About this title

From the Publisher

Praise for Small Business Marketing for Dummies

"Barbara Schenck's Small Business Marketing For Dummies threads the needle between sky-high strategy and ground-level tactics..."
--Gene Kincaid, Instructor, Department of Advertising, University of Texas at Austin

"Barbara’s effervescent, can-do spirit permeates this book, which is like a 4-year degree in marketing..."
--Bob Boylan, Executive Presentation Consultant and Author, President/Owner of Successful Presentations

"Go ahead, clear your shelf of all other marketing books. From now on you only need one and this is it!"
-- Robert L. Newhart II, CEO, Oregon Innovation Center

"It’s fun to read Barbara Schenck. But more than fun, it’s enlightening to read Barbara Schenck."
-- Dan Lufkin, Co-founder, Donaldson, Lufkin & Jenrette, Inc.

"Business is war. The book gives entrepreneurs the ammunition they need to survive -- and thrive."
-- Riva Lesonsky, Entrepreneur Magazine

From the Back Cover

"Small Business Marketing For Dummies can make you a marketing genius. Read it and reap." Rieva Lesonsky, Entrepreneur Praise for Small Business Marketing For Dummies "Barbara's effervescent, can-do spirit permeates this book. Her understandable and realistically actionable advice gives you the street smart steps to do the right things." —Bob Boylan, executive presentation consultant and president, Successful Presentations "... clear your shelf of all other marketing books. ...you only need one and this is it! The accuracy and detail of this concise volume is remarkable. This book reads like you're getting the real scoop from a trusted friend — only this friend is a knowledgeable marketing pro...." — Robert L. Newhart II, CEO, Oregon Innovation Center

Get the scoop on advertising, PR, and Web marketing

Harness the power of marketing and watch your business grow If you want to take your business to the next level, you need a sound marketing strategy. But where do you start? Packed with savvy tips for low-cost, high-impact campaigns, this friendly guide is your road map to successful marketing, from ads and direct mail to public relations and the Internet.

Discover how to: Develop the right marketing strategy Establish your position and brand Create effective advertising campaigns Generate publicity and word-of-mouth Put Internet marketing to work

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Edition details

• Publisher: For Dummies
• Publication date: 2001
• ISBN 10: 0764553097
• ISBN 13: 9780764553097
• Binding: Paperback
• Language: English
• Edition number: 1
• Number of pages: 384
• Editor: English Linda