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Small Business Marketing For Dummies (1118730771) cover image

Small Business Marketing For Dummies

ISBN: 978-1-118-73077-5
374 pages
December 2013
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Introduction  1

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

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