{"product_id":"marketing-your-retail-store-in-the-internet-age-hardback-9780470043936","title":"Marketing Your Retail Store in the Internet Age (Hardback) 9780470043936","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eMarketing Your Retail Store in the Internet Age\u003c\/font\u003e\u003cbr\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003c\/p\u003e\n\u003cp\u003e\u003cfont size=\"4\"\u003eBob Negen (Author), Susan Negen (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470043936, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 5 January 2007\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e256 pages\u003cbr\u003e23.1 x 15.5 x 2.3 cm, 0.544 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eIf you own and operate a small retail business, this guide will give you a proven system for marketing your store, allowing you to compete with online merchants and big-box stores alike. Full of fresh and innovative ideas for promoting small stores, it will show you how to create a great in-store experience and build loyal, long-lasting relationships with customers.\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cb\u003eAcknowledgments.\u003c\/b\u003e  \u003cp\u003e\u003cb\u003eIntroduction.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWho Should Read This Book.\u003c\/p\u003e \u003cp\u003eWho Are Bob and Susan Negen and Why Should You Listen to Them?\u003c\/p\u003e \u003cp\u003eThe Bad News.\u003c\/p\u003e \u003cp\u003eThe Good News.\u003c\/p\u003e \u003cp\u003eThe New Millennium Merchant.\u003c\/p\u003e \u003cp\u003eThe WhizBang! Marketing System: Four Steps to Higher Sales and Happier Customers.\u003c\/p\u003e \u003cp\u003eHow to Use This Book.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eStep One: How to Get New Customers without Going Broke.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFive Key Concepts for Getting New Customers.\u003c\/p\u003e \u003cp\u003eKey Concept #1: Be Willing to Pay to Get New Customers.\u003c\/p\u003e \u003cp\u003eKey Concept #2: Understand the Lifetime Value of a Customer.\u003c\/p\u003e \u003cp\u003eKey Concept #3: Break Even on the Front End, Break the Bank on the Back End.\u003c\/p\u003e \u003cp\u003eKey Concept #4: Apply the “Rule of Reciprocity”.\u003c\/p\u003e \u003cp\u003eKey Concept #5: Leverage the Power of Affinity Marketing.\u003c\/p\u003e \u003cp\u003eSix Low-Tech Tactics to Get New Customers without Going Broke.\u003c\/p\u003e \u003cp\u003eNew Customer Tactic #1: Give Away Gift Certificates.\u003c\/p\u003e \u003cp\u003eNew Customer Tactic #2: Send Endorsed Mailings.\u003c\/p\u003e \u003cp\u003eNew Customer Tactic #3: Partner with a Charitable Cause.\u003c\/p\u003e \u003cp\u003eNew Customer Tactic #4: Create a Referral System.\u003c\/p\u003e \u003cp\u003eNew Customer Tactic #5: Engage in “Donut Marketing”.\u003c\/p\u003e \u003cp\u003eNew Customer Tactic #6: Generate Publicity.\u003c\/p\u003e \u003cp\u003eSix High-Tech Tactics to Get New Customers.\u003c\/p\u003e \u003cp\u003eNew Customer Tactic #7: Have a Great Website.\u003c\/p\u003e \u003cp\u003eNew Customer Tactic #8: Seek Out Reciprocal Links.\u003c\/p\u003e \u003cp\u003eNew Customer Tactic #9: Set Up Email Endorsements.\u003c\/p\u003e \u003cp\u003eNew Customer Tactic #10: Ask Customers to Forward to a Friend.\u003c\/p\u003e \u003cp\u003eNew Customer Tactic #11: Online User Groups and Chat Rooms.\u003c\/p\u003e \u003cp\u003eNew Customer Tactic #12: Get Good Search Engine Placement.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSpecial Section: The Traditional Media.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Advertising Doesn’t Usually Work for Independent Retailers and What You Can Do About It.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSpecial Section: Copywriting for Retailers.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKiller Copy: How to Write Messages That Sell.\u003c\/p\u003e \u003cp\u003eThe Ten Commandments of Copywriting for Retailers.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eStep Two: Turn a First-Time Buyer into a Regular Customer.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTwo Key Concepts for Turning a First-Time Buyer into a Regular Customer.\u003c\/p\u003e \u003cp\u003eKey Concept #1: Lifetime Value of a Customer.\u003c\/p\u003e \u003cp\u003eKey Concept #2: The Big Switch.\u003c\/p\u003e \u003cp\u003eThree Low-Tech Tactics for Turning a First-Time Buyer into a Regular Customer.\u003c\/p\u003e \u003cp\u003eTurn Them into a Regular Customer Tactic #1: Give a Great First Experience in Your Store.\u003c\/p\u003e \u003cp\u003eTurn Them into a Regular Customer Tactic #2: Ask For Their Contact Information.\u003c\/p\u003e \u003cp\u003eTurn Them into a Regular Customer Tactic #3: Follow Up Immediately.\u003c\/p\u003e \u003cp\u003eTwo High-Tech Tactics for Turning a First-Time Buyer into a Regular Customer.\u003c\/p\u003e \u003cp\u003eTurn Them into a Regular Customer Tactic #4: Have a Newsletter Sign-Up on Your Website.\u003c\/p\u003e \u003cp\u003eTurn Them into a Regular Customer Tactic #5: Create Automatic Welcome Emails.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eStep Three: Get Your Customers to Shop More Often.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTwo Key Concepts to Get Your Customers to Shop More Often.\u003c\/p\u003e \u003cp\u003eKey Concept #1: It’s Your Responsibility to Be Remembered, Not Your Customer’s Responsibility to Remember You.\u003c\/p\u003e \u003cp\u003eKey Concept #2: The Secret Strategy: Become a Broader Resource.\u003c\/p\u003e \u003cp\u003eFour Low-Tech Tactics to Get Your Customers to Shop More Often.\u003c\/p\u003e \u003cp\u003eShop More Often Tactic #1: Have Lots of Promotions.\u003c\/p\u003e \u003cp\u003eShop More Often Tactic #2: Have a Big, Bold, Preferred Customer Club.\u003c\/p\u003e \u003cp\u003eShop More Often Tactic #3: Send Snail Mail.\u003c\/p\u003e \u003cp\u003eShop More Often Tactic #4: Use Bag Stuffers and Bounce Backs.\u003c\/p\u003e \u003cp\u003eFour High-Tech Tactics to Get Your Customers to Shop More Often.\u003c\/p\u003e \u003cp\u003eShop More Often Tactic #5: Manage Your Customer Database.\u003c\/p\u003e \u003cp\u003eShop More Often Tactic #6: Use Email Marketing to Stay in Touch with Your Customers.\u003c\/p\u003e \u003cp\u003eShop More Often Tactic #7: Make Your Website a Resource for Your Customers.\u003c\/p\u003e \u003cp\u003eShop More Often Tactic #8: Use Email Campaigns to Sell Related Products.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eStep Four: Keep Your Customers for Life.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSix Key Concepts to Keep Customers for Life.\u003c\/p\u003e \u003cp\u003eKey Concept #1: Keep Your Customers for as Many Years as Possible.\u003c\/p\u003e \u003cp\u003eKey Concept #2: Never Take Your Customers for Granted.\u003c\/p\u003e \u003cp\u003eKey Concept #3: Be Constant.\u003c\/p\u003e \u003cp\u003eKey Concept #4: Be Consistent.\u003c\/p\u003e \u003cp\u003eKey Concept #5: Keep Your Approach to Your Business Fresh and Exciting.\u003c\/p\u003e \u003cp\u003eKey Concept #6: What’s a Customer Worth? Show Me the Money!\u003c\/p\u003e \u003cp\u003eThree Terrific Tactics to Keep Customers for Life.\u003c\/p\u003e \u003cp\u003eTerrific Tactic #1: Build a Marketing Plan.\u003c\/p\u003e \u003cp\u003eTerrific Tactic #2: Track the Effectiveness of Your Marketing Efforts.\u003c\/p\u003e \u003cp\u003eTerrific Tactic #3: Fight “Perceived Indifference” Tooth and Nail.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eConclusion.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIndex.\u003c\/b\u003e\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52256555794712,"sku":"9780470043936","price":20.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470043936.jpg?v=1781274846","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/marketing-your-retail-store-in-the-internet-age-hardback-9780470043936","provider":"Freshly Printed Books","version":"1.0","type":"link"}