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------------Book Description-------------
Having your own business isn’t the same as having customers, and one is useless without the other. Whether your business is a resale store or a high-tech consulting firm, a law office or a home cleaning service, in today’s competitive environment, strategic marketing is essential.

Small Business Marketing For Dummies, Second Edition is updated from the original version that won rave reviews and inspired thousands of small businesses on their way to becoming big businesses. Updates include more information on online marketing, a whole new section on getting and keeping customers, new cost-effective, fast-acting ideas for instant impact, and more. The book covers:

• Marketing basics that prepare you to rev up your business and jumpstart your marketing program
• Information to help you define your business position and brand
• Advice on bringing in professionals
• A quick-reference guide to mass media and a glossary of advertising jargon
• How-tos for creating print and broadcast ads that work
• Ideas for getting the word out without advertising, including information on direct mail, brochures, publicity, promotions, and more
• Ten steps to follow to build your own easy-to-assemble marketing plan

With pages of ideas for low-cost, high-impact marketing from author Barbara Findlay Schenck, a marketing consultant with more than 20 years experience with clients ranging from small businesses to Fortune 500 companies, Small Business Marketing For Dummies, Second Edition helps you reach and keep new customers. Whether you’re running a home office, a small firm, a family business, a nonprofit organization, or a retail operation, you’ll discover how to:

• Custom design your own marketing program
• Create effective marketing messages
• Produce marketing communications that work

No matter what field you’re in, Small Business Marketing For Dummies, 2nd Edition will help you make your dreams come true. If you buy it, read it, and implement some of the marketing strategies discussed, customers will come.

------------Download Description-------------
Having your own business isn't the same as having customers, and one is useless without the other. Whether your business is a resale store or a high-tech consulting firm, a law office or a home cleaning service, in today's competitive environment, strategic marketing is essential. Small Business Marketing For Dummies, Second Edition is updated from the original version that won rave reviews and inspired thousands of small businesses on their way to becoming big businesses. Updates include more information on online marketing, a whole new section on getting and keeping customers, new cost-effective, fast-acting ideas for instant impact, and more.

Having your own business isn't the same as having customers, and one is useless without the other. Whether your business is a resale store or a high-tech consulting firm, a law office or a home cleaning service, in today's competitive environment, strategic marketing is essential.Small Business Marketing For Dummies, Second Edition is updated from the original version that won rave reviews and inspired thousands of small businesses on their way to becoming big businesses. Updates include more information on online marketing, a whole new section on getting and keeping customers, new cost-effective, fast-acting ideas for instant impact, and more. The book covers:Marketing basics that prepare you to rev up your business and jumpstart your marketing programInformation to help you define your business position and brandAdvice on bringing in professionalsA quick-reference guide to mass media and a glossary of advertising jargonHow-tos for creating print and broadcast ads that workIdeas for getting the word out without advertising, including information on direct mail, brochures, publicity, promotions, and moreTen steps to follow to build your own easy-to-assemble marketing planWith pages of ideas for low-cost, high-impact marketing from author Barbara Findlay Schenck, a marketing consultant with more than 20 years experience with clients ranging from small businesses to Fortune 500 companies, Small Business Marketing For Dummies, Second Edition helps you reach and keep new customers. Whether you're running a home office, a small firm, a family business, a nonprofit organization, or a retail operation, you'll discover how to:Custom design your own marketing programCreate effective marketing messagesProduce marketing communications that workNo matter what field you're in, Small Business Marketing For Dummies, 2nd Edition will help you make your dreams come true. If you buy it, read it, and implement some of the marketing strategies discussed, customers will come.

정보제공 :

Introduction 1 

 How to Know That This Book Is for You 1 

 How to Use This Book 2 

 How This Book Is Organized 2 

 Icons Used in This Book 4 

 Ready, Set, Go! 4 

Part I Getting Started in Marketing 5 

Chapter 1 A Helicopter View of the Marketing Process 7 

 Seeing the Big Picture 8 

 Jumpstarting Your Marketing Program 10 

 How Small Business Marketing Is Different 13 

 Making Marketing Your Key to Success 15 

Chapter 2 All About Customers 17 

 Anatomy of a Customer 18 

 Determining Which Customers Buy What 26 

Chapter 3 Seeing Your Product through Your Customers' Eyes 33 

 In a Service Business, Service Is the Product 34 

 Telling "Just the Facts" about What You Sell 34 

 Illogical, Irrational, and Real Reasons People Buy What You Sell 37 

 Buying Decisions Are Rarely about Price, Always about Value 38 

 The Care and Feeding of Your Product Line 43 

Chapter 4 Sizing Up Competitors and Staking Out Market Share 49 

 Playing the Competitive Field 50 

 Winning Your Share of the Market 53 

 Calculating Your Market Share 56 

 Increasing Your Market Share 59 

Chapter 5 Goals, Objectives, Strategies, and Budgets 61 

 Where Are You Going, Anyway? 62 

 Goals and Objectives Defined Simply 64 

 Budgeting to Reach Your Goals 68 

Part II Sharpening Your Marketing Focus 73 

Chapter 6 Projecting the Right Image 75 

 Making First Impressions 75 

 Creating an Impression Inventory 85 

 Rating Your Marketing Communications 87 

Chapter 7 Establishing Your Position and Brand 89 

 Brands Live in the Minds of Customers 90 

 Filling a Meaningful Market Position 94 

 Conveying Your Position and Brand through Tag Lines 96 

 Advancing Your Brand through a Creative Strategy 98 

 Writing Your Image Style Guide 99 

Chapter 8 Getting Strategic before Getting Creative 103 

 Good Communications Start with Good Objectives 103 

 Deciding on a Goal for Every Single Marketing Communication 105 

 Writing a Creative Brief 105 

Chapter 9 Hiring Help for Your Marketing Program 113 

 Can You Afford to Hire Professional Help? 114 

 Knowing When It's Time to Get Help 115 

 Where to Turn for Help 116 

 Choosing and Working with an Advertising Agency 120 

 Hiring Help for Web Site Design 128 

Part III Creating and Placing Ads 133 

Chapter 10 Mastering Advertising Basics and Media Planning 135 

 Moving the Market through Advertising 135 

 Creating Ads That Work 137 

 Capturing Prospects with a Media Plan 141 

 The Making of a Media Schedule 149 

 Evaluating Your Advertising Efforts 152 

Chapter 11 Creating Print Ads 155 

 Writing and Designing Your Ads 155 

 Placing Newspaper Ads 163 

 Placing Magazine Ads 166 

 Using Billboards and Out-of-Home Advertising 168 

 Yellow Pages and Directory Ads 169 

Chapter 12 Broadcasting Ads on Radio and TV 173 

 Buying Airtime 173 

 Broadcast Ad Guidelines 178 

 Producing Radio Ads 182 

 Producing TV Ads 184 

 Infomercials 186 

Part IV Getting the Word Out without Advertising 189 

Chapter 13 Mailing Direct to Your Market 191 

 One-to-One Marketing 191 

 Direct Sales: The Do-It-Yourself Distribution Channel 193 

 Marketing with Direct Mailers 194 

 E-mail Marketing 207 

Chapter 14 Brochures, Promotions, Trade Shows, and More 211 

 Producing and Using Marketing Literature 212 

 Converting Business Material to Marketing Opportunity 222 

 Weighing the Benefits of Advertising Specialties 224 

 Choosing and Using Trade Shows 225 

 Building Sales through Promotions 227 

Chapter 15 Public Relations and Publicity 231 

 The Relationship between Publicity and Public Relations 231 

 Orchestrating Media Coverage 233 

Chapter 16 Tapping the Internet's Marketing Power 247 

 Who's Online and What Are They Doing? 248 

 Using the Internet with or without a Web Site 248 

 Putting a Web Site to Work 251 

 Is E-Commerce Right for Your Business? 260 

 Establishing Your Online Identity 262 

 Driving Traffic to Your Site 264 

 Evaluating Your Online Activity 270 

 Advertising Online 270 

Part V Winning and Keeping Customers 273 

Chapter 17 Making the Sale 275 

 Converting Prospects to Customers 276 

 Winning at Sales 279 

 Closing the Deal 285 

Chapter 18 Enhancing Customer Service 289 

 The Fundamentals of Customer Service 289 

 The Service Cycle 290 

 Nurturing Concerns and Complaints 297 

Chapter 19 Fortifying Customer Relationships 303 

 Why Customer Loyalty Matters 303 

 Making Customers for Life 304 

 What Customers Want 308 

 Building Loyalty 311 

Part VI The Part of Tens 317 

Chapter 20 Ten Questions to Ask Before You Choose a Name 319 

 What Kind of Name Do You Want? 319 

 What Do You Want the Name to Convey? 320 

 Is the Name You Want Available? 320 

 Is It Easy to Spell? 321 

 Is It Easy to Say? 321 

 Is It Original? 321 

 Is It Universal? 322 

 Is It Memorable? 322 

 Can You Live and Grow with This Name? 322 

 Are You Ready to Commit to the Name? 323 

Chapter 21 Ten Ideas to Embrace and Ten to Avoid 325 

 Ten Worst Marketing Ideas 325 

 Ten Best Marketing Ideas 328 

Chapter 22 Ten Steps to a Great Marketing Plan 331 

Appendix Where to Find More Information 337 

 Small Business Web Sites 337 

 Advertising and Marketing Web Sites 337 

 Internet Marketing Web Sites 338 

 The Newsstand 338 

 Advertising Periodicals 339 

 "For Dummies" Books for Small Business Marketers 339 

 Marketing Classics 339 

 The Library Reference Area 340 

 Index 341 

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