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（小企业营销非官方指南）THE UNOFFICIAL GUIDE TO MARKETING YOUR SMALL BUSINESS书籍详细信息
- ISBN：9780471799078
- 作者：暂无作者
- 出版社：暂无出版社
- 出版时间：2006-10
- 页数：312
- 价格：146.20
- 纸张：胶版纸
- 装帧：平装
- 开本：暂无开本
- 语言：未知
- 丛书：暂无丛书
- TAG：暂无
- 豆瓣评分：暂无豆瓣评分
内容简介：
Whether you own an upscale boutique or a plumbing company, a design studio or a dog walking service, a wholesale business or a homey cafe, marketing is critical to your success. This guide helps you create a cost-effective, targeted marketing plan with a consistent image and message to build your customer base and your business. It covers traditional print and broadcast advertising, but since most small businesses can't afford spots in the Super Bowl, it turns you on to practical alternatives ranging from online marketing to on-site marketing, and from stuffers to telemarketing to sales promotions. This guide helps you determine how to get maximum marketing impact for minimum marketing dollars with:
Vital Information on defining your target market and knowing your customers
Money-Saving Techniques, including capitalizing on public relations and networking opportunities
Time-Saving Tips for delegating selected marketing projects
The Latest Trends in branding and in online marketing, including using e-zines, blogs, and podcasts
Handy Checklists and Charts to help you implement and evaluate various marketing tactics
作者简介：MARCIA LAYTON TURNER received an MBA from the University of Michigan and worked at the Eastman Kodak Company before founding her own marketing consulting firm, Layton & Co. She serves as the small business expert for Small Business Advantage, hosted at the BusinessWeek website. She has written for and been featured in such publications as Money, Entrepreneur, USA Weekend, and Black Enterprise, and she is the author of several books, including Kmart's Ten Deadly Sins, Emeril! Inside the Amazing Success of Today's Most Popular Chef, and, most recently, The Unofficial Guide to Starting a Small Business, Second Edition.
书籍目录：
Introduction
Ⅰ Marketing Matters
1 Zeroing In on Your Customer
Divide and conquer
How many customers make a successful business?
Who are you currently selling to?
Understanding demographics
Picture your perfect customer
Just the facts
2 Why Customers Buy
Decisions, decisions: How customers buy
Your product meets their needs
Your product has a competitive advantage
Your product is priced right
Your product is convenient
Just the facts
3 Know Your Enemies
Who are they?
What do they offer?
How do they measure up?
What’s their marketing strategy?
Take an inside look at their operations
Information is power
Just the facts
Ⅱ Planning Your Success
4 Positioning
Perception is reality
Who’s on first?
What makes you different?
Positioning strategies
Holding on to the lead
The follower advantage
Just the facts
5 Goal Setting
The bottom line
Financial goals
Customer goals
Image goals
Just the facts
6 Your Marketing Plan
Why plan?
Outline of a plan
A marketing plan’s long-term value
Just the facts
Ⅲ The Least Expensive Ways to Market Your Business
7 Public Relations
Relevancy
Contact point
PR tools
More advanced PR tools
Beyond publicity
Just the facts
8 Networking
Be prepared
Trade and professional organizations
Alumni groups
Volunteer and civic organizations
Private clubs
Online networking
Networking groups and tip clubs
Barter exchanges
Referrals
How not to network
Follow up or fail
Just the facts
9 Public Speaking
Public presentations
Seminars
Courses
Webinars
Getting comfortable with public speaking
Preparing a presentation
Just the facts
Ⅳ Moderately Priced Marketing Approaches
10 Online Marketing
The best online tool: Your Web site
Digitally communicating your message
Just the facts
11 Printed Pieces
Must have: The basics
Helpful to have
Just the facts
12 Sales Promotion Opportunities
Selling to new customers
Selling more to existing customers
Selling higher value offerings to existing customers
Just the facts
13 In-Person Marketing
Manning a booth at trade shows
Setting up appointments and meetings
Making presentations
Door-to-door calls
Using sandwich boards
Handing out flyers
Just the facts
14 Telemarketing
Rules you don’t want to break
Cold calling
Warm calling
Outsourcing
Inbound telemarketing
Teleseminars
Just the facts
Ⅴ Higher-Cost (But Highly Effective) Marketing Tools
15 Branding
Consistency
Awards
Certifications
Promotional products
Packaging
Employee dress and/or uniforms
Signage
Sponsorships
Just the facts
16 Advertising
Print advertising
Broadcast
Out-of-home advertising
Indoor opportunities
Inserts
Online Advertising
Design Do’s and Don’ts
Just the facts
Ⅵ Finding What Works and Sticking With It
17 Choices, Choices
The top tier: Selecting the most important activities
Expanding with additional marketing tools
When to do it yourself; when to delegate
Just the facts
18 Evaluating What’s Working and What’s Not
Tracking marketing methods
Testing your message(s)
Knowing when to stop
Just the facts
19 Reuse, Recycle, Repurpose
One-shot deals are a waste
Integrated marketing is the most cost effective
Getting better results without breaking the bank
Just the facts
Ⅶ Appendices
A Glossary
B Resource Directory
Organizations
Web sites
C Further Reading
Index
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书籍介绍
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From the author of the successful The Unofficial Guide to Marketing Your Small Business, this handy guide provides detailed information on low–budget, high–impact marketing techniques that produce near–immediate results. Small businesses need a quick return on their marketing investments, and this book shows the best ways to achieve it. Small business expert Marcia Layton Turner puts her wealth of business knowledge to work for business owners who need results now. The Unofficial Guide to Marketing Your Small Business provides comprehensive, straightforward coverage of everything small and large businesses need to know about the vital basics of effective marketing.
Marcia Layton Turner (Rochester, NY) is the founder of her own marketing consulting firm and a small business expert who has been profiled or quoted in such publications as Money, Entrepreneur, and USA Weekend. She is also the author of The Unofficial Guide to Starting a Small Business (0–7645–7285–7), from Wiley.
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