Target Marketing for the Small Business: Researching, Reaching and Retaining Your Target Market

A solid marketing plan is an essential ingredient for success in any business. Yet, most small business owners have little or no marketing background and are intimidated by the thought of putting a plan to paper. This step-by-step guide takes the mystery out of marketing and shows reader how to test the market, determine buying trends and build customer loyalty.

Upstart, a small, cleverly named publisher (recently acquired by Dearborn Financial Publishing), has itself aggressively targeted small and would-be business owners--and libraries--with its entrepreneurial advice books. Pinson and Jinnett have previously written on business plans, record keeping, home-based business, and the woman entrepreneur. This book updates their 1988 self-published Marketing: Researching and Reaching Your Target Market. Their new version is much improved and more sophisticated but still will not intimidate its intended audience of business newcomers. The authors emphasize the need for a comprehensive marketing plan and identify a successful plan's three parts--how to research, reach, and retain customers--providing examples of the steps necessary to complete each part. Recommended for libraries with a small-business clientele. David Rouse