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Synopsis: Unearth the lucrative opportunities of the small business market
The new entrepreneurial explosion has many Fortune 500 companies pinning their hopes for prosperity on the small business sector. But most blue chip behemoths simply don't know how to reach small businesses-they don't understand this segment's diversity and how to effectively reach out to its various parts. Drilling for Gold will show the big companies just how small businesses tick. John Warrillow reveals the enormous size of the small business marketing opportunity and shows readers various ways to reach this vast, yet seemingly hidden sector. He covers how to address the small business market, managing cost control, and segmenting the customer base, along with numerous case studies.
From the Inside Flap:
More businesses will be born in the United States today than babies. More college kids would rather grow up to be an entrepreneur than the president of the United States. We're living in the most entrepreneurial time in history, yet most companies fail to capitalize on the small business market. Fortune 500 corporations spend millions on advertising that goes mostly unread, segmentation models that can't be implemented, and websites that get ignored.
Drilling for Gold: How Corporations Can Successfully Market to Small Businesses grabs you by the collar and takes you through a four-step action plan for profiting in the small business market. You'll discover:
* How to segment the small business market
* What kind of small business isn't worth your time
* What entrepreneurs often lie about
* The three psychographic profiles that categorize all entrepreneurs
* Why the 80/20 rule does not apply to small business
* Why most media plans fail to reach small business owners
* Where small business owners gather (and where they don't)
* The best way to win new small business customers
* Why small business trade shows are a waste of your money
* What advertising messages to avoid when targeting small business
* Why small business owners remain loyal to some companies and not others
Drilling for Gold is based on the author's experience interviewing thousands of entrepreneurs, overseeing small business market research for the world's largest corporations, and moderating hundreds of focus groups with business owners. This book dispatches a raft of real-world examples and case studies from Fortune 500 marketers like American Express, Dell, Federal Express, IBM, and many more.
Title: Drilling for Gold: How Corporations Can ...
Publication Date: 2002
Book Condition: Good
Book Description Wiley, 2002. Condition: Very Good. 1st Edition. Great condition for a used book! Minimal wear. Seller Inventory # GRP26235531
Book Description Wiley. Hardcover. Condition: Good. 0471128902 Item in good condition. Textbooks may not include supplemental items i.e. CDs, access codes etc. Seller Inventory # Z0471128902Z3
Book Description Wiley. Hardcover. Condition: VERY GOOD. Light rubbing wear to cover, spine and page edges. Very minimal writing or notations in margins not affecting the text. Possible clean ex-library copy, with their stickers and or stamp(s). Seller Inventory # 2947581036
Book Description Wiley & Sons, Incorporated, John. Hardcover. Condition: Fair. A readable copy. All pages are intact, and the cover is intact. Pages can include considerable notes-in pen or highlighter-but the notes cannot obscure the text. At ThriftBooks, our motto is: Read More, Spend Less. Seller Inventory # G0471128902I5N00
Book Description Wiley & Sons, Incorporated, John. Hardcover. Condition: As New. An apparently unread copy in perfect condition. Dust cover is intact; pages are clean and are not marred by notes or folds of any kind. At ThriftBooks, our motto is: Read More, Spend Less. Seller Inventory # G0471128902I2N00
Book Description Wiley & Sons, Incorporated, John. Hardcover. Condition: Good. A copy that has been read, but remains in clean condition. All pages are intact, and the cover is intact. The spine may show signs of wear. Pages can include limited notes and highlighting, and the copy can include previous owner inscriptions. At ThriftBooks, our motto is: Read More, Spend Less. Seller Inventory # G0471128902I3N00
Book Description Wiley, 2002. Condition: Good. A+ Customer service! Satisfaction Guaranteed! Book is in Used-Good condition. Pages and cover are clean and intact. Used items may not include supplementary materials such as CDs or access codes. May show signs of minor shelf wear and contain limited notes and highlighting. Seller Inventory # 0471128902-2-4
Book Description Wiley. Condition: Acceptable. Hardcover The item is fairly worn but still readable. Signs of wear include aesthetic issues such as scratches, worn covers, damaged binding. The item may have identifying markings on it or show other signs of previous use. May have page creases, creased spine, bent cover or markings inside. Packed with care, shipped promptly. Seller Inventory # H-05-1168
Book Description Wiley, 2002. Hardcover. Condition: Good. Connecting readers with great books since 1972. Used books may not include companion materials, some shelf wear, may contain highlighting/notes, may not include cdrom or access codes. Customer service is our top priority!. Seller Inventory # S_227026239
Book Description Wiley March 2002, 2002. Hardcover. Condition: Used. Seller Inventory # 587260