Book

Goldstein, Beth.

The ultimate small business marketing toolkit : all the tips, forms, and strategies you'll ever need / Beth Goldstein.

New York : McGraw-Hill, ©2007.

xii, 322 pages : illustrations ; 24 cm

Whether you're setting up shop or already have your business off the ground, you need proven marketing strategies that get new customers to come to you and keep them coming back. This book/CD-ROM set provides a variety of cost-effective marketing techniques you can use to turn your business vision into reality. Includes customizable worksheets, real-life examples, step-by-step examples, and more.

Marketing -- Management.

Small business marketing.

Includes index.

Introduction -- Milestone 1: How well do you know yourself and your customers? -- Are you ready? business vision and the entrepreneur -- Developing a customer profile -- Determining customer lifetime value -- Milestone 2: Research on an entrepreneur's budget -- Turning data into knowledge -- Primary research: surveys get you to the source -- Improving the reliability of your data -- Milestone 3: Looking outward, then in -- Secondary research: what's happening in your world? -- Everybody's got options: competition, substitutes, and inertia -- What are you really good at doing? -- Milestone 4: seize the opportunities -- Identifying partnership strategies -- Breaking new ground -- Milestone 5: pick your tools: the marketing mix -- Building a brand: perception is reality -- Marketing in action -- The power of the web -- Milestone 6: Why entrepreneurs must know how to sell -- Personal selling skills -- Networking -- The elevator pitch -- Milestone 7: Relationship management -- The sales process: tips and strategies for success -- Managing your sales cycle -- Milestone 8: Turning your business vision into reality -- Laying the foundation for a marketing plan -- Passion as a strategy -- Conclusion.

Table of contents

Contributor biographical information

Publisher description

2007004626

0071477187

9780071477185

82286621

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359620

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658.8 Goldstei