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Inside you will learn how to:
* Create an achievable marketing plan
* Use social media and the web to attract and keep customers
* Communicate with your customers through winning emails, newsletters, blogs and more
* Make use of affordable advertising solutions in print and other media
* Get great PR for your business
Inside you will learn how to:
* Create an achievable marketing plan
* Use social media and the web to attract and keep customers
* Communicate with your customers through winning emails, newsletters, blogs and more
* Make use of affordable advertising solutions in print and other media
* Get great PR for your business
Part I: Getting Started with Small Business Marketing 9
Chapter 1: Framing the Marketing Process 11
Chapter 2: All About Customers 21
Chapter 3: Seeing Your Product through Your Customers' Eyes 35
Chapter 4: Sizing Up Competitors and Staking Out Market Share 53
Chapter 5: Setting Your Goals, Objectives, Strategies and Budgets 63
Part II: Laying the Foundation for Marketing Success 75
Chapter 6: Taking Stock of Your Business Image 77
Chapter 7: Forging Your Brand 91
Chapter 8: Creating Marketing Communications That Work 107
Chapter 9: Hiring Help When You Need It 125
Part III: Marketing in a Screen-Connected World 139
Chapter 10: Establishing an Online Presence 141
Chapter 11: Getting Interactive with Social Media 159
Chapter 12: Packaging Your Message for Blogs and Other Online Channels 179
Part IV: Getting the Word Out with Ads, Mailers, Promotions and Publicity 193
Chapter 13: Creating and Placing Print and Outdoor Ads 195
Chapter 14: Broadcasting Your Message on Radio, TV and Online 215
Chapter 15: Snail-Mailing and Emailing Your Customers Directly 229
Chapter 16: Brochures, Promotions, Trade Shows and More 247
Chapter 17: Public Relations and Publicity 265
Part V: Winning and Keeping Customers 281
Chapter 18: Making Impressions through Networking and Presentations 283
Chapter 19: Making the Sale 293
Chapter 20: Enhancing Customer Service and Developing Loyalty 305
Part VI: The Part of Tens 321
Chapter 21: Ten Questions to Answer before Choosing a Business Name 323
Chapter 22: Ten Ways to Attract People to Your Business Online 329
Chapter 23: Ten Steps to a Great Marketing Plan 335
Index 341
| Erscheinungsjahr: | 2013 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Seiten: | 384 |
| Inhalt: | 374 S. |
| ISBN-13: | 9781118730775 |
| ISBN-10: | 1118730771 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Lancaster, Paul |
| Hersteller: |
John Wiley & Sons
John Wiley & Sons Inc |
| Maße: | 233 x 187 x 27 mm |
| Von/Mit: | Paul Lancaster |
| Erscheinungsdatum: | 13.12.2013 |
| Gewicht: | 0,701 kg |
Part I: Getting Started with Small Business Marketing 9
Chapter 1: Framing the Marketing Process 11
Chapter 2: All About Customers 21
Chapter 3: Seeing Your Product through Your Customers' Eyes 35
Chapter 4: Sizing Up Competitors and Staking Out Market Share 53
Chapter 5: Setting Your Goals, Objectives, Strategies and Budgets 63
Part II: Laying the Foundation for Marketing Success 75
Chapter 6: Taking Stock of Your Business Image 77
Chapter 7: Forging Your Brand 91
Chapter 8: Creating Marketing Communications That Work 107
Chapter 9: Hiring Help When You Need It 125
Part III: Marketing in a Screen-Connected World 139
Chapter 10: Establishing an Online Presence 141
Chapter 11: Getting Interactive with Social Media 159
Chapter 12: Packaging Your Message for Blogs and Other Online Channels 179
Part IV: Getting the Word Out with Ads, Mailers, Promotions and Publicity 193
Chapter 13: Creating and Placing Print and Outdoor Ads 195
Chapter 14: Broadcasting Your Message on Radio, TV and Online 215
Chapter 15: Snail-Mailing and Emailing Your Customers Directly 229
Chapter 16: Brochures, Promotions, Trade Shows and More 247
Chapter 17: Public Relations and Publicity 265
Part V: Winning and Keeping Customers 281
Chapter 18: Making Impressions through Networking and Presentations 283
Chapter 19: Making the Sale 293
Chapter 20: Enhancing Customer Service and Developing Loyalty 305
Part VI: The Part of Tens 321
Chapter 21: Ten Questions to Answer before Choosing a Business Name 323
Chapter 22: Ten Ways to Attract People to Your Business Online 329
Chapter 23: Ten Steps to a Great Marketing Plan 335
Index 341
| Erscheinungsjahr: | 2013 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Seiten: | 384 |
| Inhalt: | 374 S. |
| ISBN-13: | 9781118730775 |
| ISBN-10: | 1118730771 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Lancaster, Paul |
| Hersteller: |
John Wiley & Sons
John Wiley & Sons Inc |
| Maße: | 233 x 187 x 27 mm |
| Von/Mit: | Paul Lancaster |
| Erscheinungsdatum: | 13.12.2013 |
| Gewicht: | 0,701 kg |
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