The ultimate small business marketing toolkit
By: by Beth Goldstein.
Publisher: McGraw-Hill
Published: 2008
Place of publication: New York
Language: eng
Subjects: Marketing -- Management; Small business -- Marketing
Table of contents: title: Introduction and overview; title: Milestone one: How well do you know yourself and your customers?; title: Are you ready? business vision & the entrepreneur; title: Developing a customer profile; title: Determining customer lifetime value; title: Milestone two: Research on an entrepreneur's budget; title: Turning data into knowledge; title: Primary research: surveys get you to the source; title: Improving the reliability of your data; title: Milestone three: Looking outward then in; title: Secondary research: what's happening in your world?; title: Everybody's got options: competition, substitutes & inertia; title: What are you really good at doing?; title: Milestone four: seize the opportunities; title: Identifying partnership strategies; title: Breaking new ground; title: Milestone five: pick your tools: the marketing mix; title: Building a brand: perception is reality; title: Marketing in action; title: The power of the web; title: Milestone six: Why entrepreneurs must know how to sell; title: Personal selling skills; title: Networking; title: Elevator pitches; title: Milestone seven: Relationship management; title: The sales process: tips and strategies for success; title: Managing your sales cycle; title: Milestone eight: Turning your business vision into reality; title: Laying a foundation: your marketing plan; title: Passion as a strategy; title: Conclusion: execute, execute, execute; title: About the author.