{"product_id":"small-business-marketing-kit-for-dummies-multiple-component-retail-product-parts-enclosed-9781118311837","title":"Small Business Marketing Kit For Dummies (Multiple-component retail product, part(s) enclosed) 9781118311837","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eSmall Business Marketing Kit For Dummies\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\"\u003eBarbara Findlay Schenck (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781118311837, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eMultiple-component retail product, part(s) enclosed, published 31 August 2012\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e384 pages\u003cbr\u003e23.1 x 18.5 x 2.5 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\"\u003e\u003cb\u003eHarness the power of marketing and watch your business grow\u003c\/b\u003e  \u003cp\u003eHaving 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.\u003c\/p\u003e \u003cp\u003eIf you want your small business to grow, you need a marketing strategy that works. But how do you get people to notice your business without spending a fortune? Packed with savvy tips for low-cost, high-impact campaigns, this friendly guide is your road map to launching a great marketing campaign and taking advantage of the newest technologies and avenues for outreach.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eUsing social media as a marketing tool\u003c\/li\u003e \u003cli\u003eCommunicating with customers\u003c\/li\u003e \u003cli\u003eFinancing a marketing campaign\u003c\/li\u003e \u003cli\u003eThe companion CD includes tools and templates to give you a jump-start on putting your new skills to work\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eIf you're looking to give your small business' marketing plan an edge over the competition, Small Business Marketing Kit For Dummies has you covered.\u003c\/p\u003e \u003cp\u003eCD-ROM\/DVD and other supplementary materials are not included as part of the e-book file, but are available for download after purchase.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e\u003cb\u003eIntroduction 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAbout This Book 2\u003c\/p\u003e \u003cp\u003eWhat You’re Not to Read 2\u003c\/p\u003e \u003cp\u003eFoolish Assumptions 3\u003c\/p\u003e \u003cp\u003eHow This Book Is Organized 3\u003c\/p\u003e \u003cp\u003ePart I: Getting Your Marketing Bearings 3\u003c\/p\u003e \u003cp\u003ePart II: Laying the Foundation for Marketing Success 4\u003c\/p\u003e \u003cp\u003ePart III: Marketing in a Screen-Connected World 4\u003c\/p\u003e \u003cp\u003ePart IV: Getting the Word Out with Ads,\u003c\/p\u003e \u003cp\u003eMailers, Promotions, and Publicity 4\u003c\/p\u003e \u003cp\u003ePart V: Winning and Keeping Customers 5\u003c\/p\u003e \u003cp\u003ePart VI: The Part of Tens 5\u003c\/p\u003e \u003cp\u003eIcons Used in This Book 5\u003c\/p\u003e \u003cp\u003eWhere to Go from Here 6\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: Getting Your Marketing Bearings 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1: Framing the Marketing Process 9\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSeeing the Big Picture 10\u003c\/p\u003e \u003cp\u003eFollowing the marketing wheel of fortune 10\u003c\/p\u003e \u003cp\u003eUnderstanding the relationship between marketing and sales 12\u003c\/p\u003e \u003cp\u003eJump-Starting Your Marketing Program 13\u003c\/p\u003e \u003cp\u003eMarketing a start-up business 13\u003c\/p\u003e \u003cp\u003eGrowing your business 14\u003c\/p\u003e \u003cp\u003eScaling your marketing to meet your goal 14\u003c\/p\u003e \u003cp\u003eHow Small Business Marketing Is Different 15\u003c\/p\u003e \u003cp\u003eDollar differences 15\u003c\/p\u003e \u003cp\u003eStaffing differences 15\u003c\/p\u003e \u003cp\u003eCreative differences 16\u003c\/p\u003e \u003cp\u003eStrategic differences 16\u003c\/p\u003e \u003cp\u003eThe small business marketing advantage 16\u003c\/p\u003e \u003cp\u003eMaking Marketing Your Key to Success 17\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2: All about Customers 19\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAnatomy of a Customer 20\u003c\/p\u003e \u003cp\u003eCollecting customer information 20\u003c\/p\u003e \u003cp\u003eGeographics: Locating your market areas 24\u003c\/p\u003e \u003cp\u003eDemographics: Collecting customer data 25\u003c\/p\u003e \u003cp\u003ePsychographics: Customer buying behaviors 27\u003c\/p\u003e \u003cp\u003eDetermining Which Customers Buy What 29\u003c\/p\u003e \u003cp\u003eViewing your sales by market segment 29\u003c\/p\u003e \u003cp\u003eMatching customers with distribution channels 31\u003c\/p\u003e \u003cp\u003eCatering to screen-connected customers 33\u003c\/p\u003e \u003cp\u003eForms 34\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3: Seeing Your Product through Your Customers’ Eyes 35\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGetting to Know Your Product 35\u003c\/p\u003e \u003cp\u003eWhen service is your product 36\u003c\/p\u003e \u003cp\u003eYour product is what Google says it is 38\u003c\/p\u003e \u003cp\u003eIllogical, Irrational, and Real Reasons People Buy What You Sell 38\u003c\/p\u003e \u003cp\u003eBuying Decisions: Rarely about Price, Always about Value 39\u003c\/p\u003e \u003cp\u003eCalculating the value formula 40\u003c\/p\u003e \u003cp\u003eRiding the price\/value teeter-totter 41\u003c\/p\u003e \u003cp\u003eEvaluating your pricing 42\u003c\/p\u003e \u003cp\u003eRaising prices 43\u003c\/p\u003e \u003cp\u003ePresenting prices 43\u003c\/p\u003e \u003cp\u003eThe Care and Feeding of a Product Line 44\u003c\/p\u003e \u003cp\u003eEnhancing the appeal of existing products 45\u003c\/p\u003e \u003cp\u003eRaising a healthy product 46\u003c\/p\u003e \u003cp\u003eDeveloping new products 47\u003c\/p\u003e \u003cp\u003eManaging your product offerings 49\u003c\/p\u003e \u003cp\u003eForms 51\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4: Sizing Up Competitors and Staking Out Market Share 53\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePlaying the Competitive Field 53\u003c\/p\u003e \u003cp\u003eSpeaking the language of competition 54\u003c\/p\u003e \u003cp\u003eKnowing what you’re up against 55\u003c\/p\u003e \u003cp\u003eUnderstanding how to compete 56\u003c\/p\u003e \u003cp\u003eWinning Your Share of the Market 56\u003c\/p\u003e \u003cp\u003eDefining your direct competition 56\u003c\/p\u003e \u003cp\u003eMoving up the competitive ladder 58\u003c\/p\u003e \u003cp\u003eCalculating Your Market Share 59\u003c\/p\u003e \u003cp\u003eSizing up your target market 59\u003c\/p\u003e \u003cp\u003eDoing the math 59\u003c\/p\u003e \u003cp\u003eIncreasing Your Market Share 61\u003c\/p\u003e \u003cp\u003eForms 62\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5: Setting Your Goals, Objectives, Strategies, and Budgets 63\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhere Are You Going, Anyway? 64\u003c\/p\u003e \u003cp\u003eThe “vision” thing 64\u003c\/p\u003e \u003cp\u003eYour statement of purpose 65\u003c\/p\u003e \u003cp\u003eSuccess stories 65\u003c\/p\u003e \u003cp\u003eDefining Goals and Objectives Simply 66\u003c\/p\u003e \u003cp\u003eSetting goals and objectives 67\u003c\/p\u003e \u003cp\u003ePlanning strategies 68\u003c\/p\u003e \u003cp\u003ePutting goals, objectives, and strategies into action 68\u003c\/p\u003e \u003cp\u003eFollowing the fail-safe planning sequence 70\u003c\/p\u003e \u003cp\u003eBudgeting to Reach Your Goals 70\u003c\/p\u003e \u003cp\u003eRealistic talk about small business marketing budgets 71\u003c\/p\u003e \u003cp\u003eHow much should you be spending? 71\u003c\/p\u003e \u003cp\u003eForms 74\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: Laying the Foundation for Marketing Success 75\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6: Taking Stock of Your Business Image 77\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMaking First Impressions 77\u003c\/p\u003e \u003cp\u003eEncountering your business through online searches 79\u003c\/p\u003e \u003cp\u003eArriving at your website 80\u003c\/p\u003e \u003cp\u003eManaging e-mail impressions 81\u003c\/p\u003e \u003cp\u003eArriving by telephone 82\u003c\/p\u003e \u003cp\u003eApproaching your business in person 84\u003c\/p\u003e \u003cp\u003eAuditing the Impressions Your Business Makes 87\u003c\/p\u003e \u003cp\u003eSurveying your marketing materials and communications 88\u003c\/p\u003e \u003cp\u003eCreating an impression inventory 89\u003c\/p\u003e \u003cp\u003eImproving the impressions you’re making 90\u003c\/p\u003e \u003cp\u003eForms 90\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7: Forging Your Brand 91\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Brands Are and Do 91\u003c\/p\u003e \u003cp\u003eUnlocking the power and value of a brand 92\u003c\/p\u003e \u003cp\u003eTipping the balance online 93\u003c\/p\u003e \u003cp\u003eBuilding a Powerful Brand 93\u003c\/p\u003e \u003cp\u003eBeing consistent to power your brand 95\u003c\/p\u003e \u003cp\u003eTaking six brand-management steps 95\u003c\/p\u003e \u003cp\u003eYour Market Position: The Birthplace of Your Brand 97\u003c\/p\u003e \u003cp\u003eSeeing how positioning happens 97\u003c\/p\u003e \u003cp\u003eDetermining your positioning strategy 98\u003c\/p\u003e \u003cp\u003eConveying Your Position and Brand through Taglines 99\u003c\/p\u003e \u003cp\u003eBalancing Personal and Business Brands 101\u003c\/p\u003e \u003cp\u003eMaintaining and Protecting Your Brand 102\u003c\/p\u003e \u003cp\u003eStaying consistent with your brand message and creative strategy 102\u003c\/p\u003e \u003cp\u003eControlling your brand presentation 104\u003c\/p\u003e \u003cp\u003eForms 106\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8: Creating Marketing Communications That Work 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStarting with Good Objectives 108\u003c\/p\u003e \u003cp\u003eDefining what you want to accomplish 108\u003c\/p\u003e \u003cp\u003ePutting creative directions in writing 109\u003c\/p\u003e \u003cp\u003eDeveloping Effective Marketing Communications 114\u003c\/p\u003e \u003cp\u003eSteering the creative process toward a “big idea” 115\u003c\/p\u003e \u003cp\u003eBrainstorming 116\u003c\/p\u003e \u003cp\u003eFollowing simple advertising rules 117\u003c\/p\u003e \u003cp\u003eMaking Media Selections 118\u003c\/p\u003e \u003cp\u003eSelecting from the media menu 118\u003c\/p\u003e \u003cp\u003eDeciding which media vehicles to use and when 119\u003c\/p\u003e \u003cp\u003eThe Making of a Mass Media Schedule 121\u003c\/p\u003e \u003cp\u003eBalancing reach and frequency 121\u003c\/p\u003e \u003cp\u003eTiming your ads 123\u003c\/p\u003e \u003cp\u003eEvaluating Your Efforts 123\u003c\/p\u003e \u003cp\u003eForms 124\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9: Hiring Help When You Need It 125\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eReaching Out to Marketing Pros 125\u003c\/p\u003e \u003cp\u003eWhen to bring in marketing experts 126\u003c\/p\u003e \u003cp\u003eWho to call for help 126\u003c\/p\u003e \u003cp\u003eWhat kind of expertise to hire 127\u003c\/p\u003e \u003cp\u003eChoosing and Working with an Agency 128\u003c\/p\u003e \u003cp\u003eRequesting agency proposals 129\u003c\/p\u003e \u003cp\u003eInterviewing agencies 130\u003c\/p\u003e \u003cp\u003ePreparing the client-agency agreement 131\u003c\/p\u003e \u003cp\u003eUnderstanding agency fees 132\u003c\/p\u003e \u003cp\u003eWorking with your agency 133\u003c\/p\u003e \u003cp\u003eHiring Help for Website Creation 134\u003c\/p\u003e \u003cp\u003eLooking for help 134\u003c\/p\u003e \u003cp\u003eGetting clear about your needs 135\u003c\/p\u003e \u003cp\u003eInterviewing website designers 136\u003c\/p\u003e \u003cp\u003eFinalizing your choice 137\u003c\/p\u003e \u003cp\u003eHanding off the content 138\u003c\/p\u003e \u003cp\u003eForms 138\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: Marketing in a Screen-Connected World 139\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10: Establishing an Online Presence 141\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePulling People to Your Business Online 141\u003c\/p\u003e \u003cp\u003eSetting Your Goals for Online Visibility 143\u003c\/p\u003e \u003cp\u003eClaiming Your Online Identity 143\u003c\/p\u003e \u003cp\u003eRegistering for a domain name 144\u003c\/p\u003e \u003cp\u003eReserving your social media user name 145\u003c\/p\u003e \u003cp\u003eEstablishing Your Online Home Base 146\u003c\/p\u003e \u003cp\u003eWebsite basics 147\u003c\/p\u003e \u003cp\u003eContact sites 147\u003c\/p\u003e \u003cp\u003eBrochure sites 148\u003c\/p\u003e \u003cp\u003eSupport sites 148\u003c\/p\u003e \u003cp\u003eLead-generating sites 148\u003c\/p\u003e \u003cp\u003eMobile websites 148\u003c\/p\u003e \u003cp\u003eE-commerce sites 150\u003c\/p\u003e \u003cp\u003eBuilding Your Site 151\u003c\/p\u003e \u003cp\u003eCracking the site-building code 151\u003c\/p\u003e \u003cp\u003eIncorporating attributes of a good site 152\u003c\/p\u003e \u003cp\u003eOptimizing your site for search engines 154\u003c\/p\u003e \u003cp\u003eEvaluating the strength of your site 155\u003c\/p\u003e \u003cp\u003ePromoting your site 156\u003c\/p\u003e \u003cp\u003eAdvertising Online 157\u003c\/p\u003e \u003cp\u003eBanner ads 157\u003c\/p\u003e \u003cp\u003ePay per click (PPC) ads 157\u003c\/p\u003e \u003cp\u003eForms 158\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11: Getting Interactive with Social Media 159\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBenefiting from Social Media Activity 160\u003c\/p\u003e \u003cp\u003eGetting Started in Four Necessary Steps 160\u003c\/p\u003e \u003cp\u003e1. Define your objectives 160\u003c\/p\u003e \u003cp\u003e2. Choose the name you’ll use across all social media networks 161\u003c\/p\u003e \u003cp\u003e3. Develop your social media introduction 162\u003c\/p\u003e \u003cp\u003e4. Set up an online home base 163\u003c\/p\u003e \u003cp\u003eDiving into Social Media 163\u003c\/p\u003e \u003cp\u003eFacebook 164\u003c\/p\u003e \u003cp\u003eTwitter 166\u003c\/p\u003e \u003cp\u003eLinkedIn 168\u003c\/p\u003e \u003cp\u003eGoogle+ 169\u003c\/p\u003e \u003cp\u003ePinterest 169\u003c\/p\u003e \u003cp\u003eLocation-based and check-in sites 170\u003c\/p\u003e \u003cp\u003eRating and review sites 171\u003c\/p\u003e \u003cp\u003eAnnouncing Your Social Media Debut 173\u003c\/p\u003e \u003cp\u003eKeeping Your Social Media Efforts Active and Engaging 174\u003c\/p\u003e \u003cp\u003eSharing content 174\u003c\/p\u003e \u003cp\u003eBecoming a content conduit 175\u003c\/p\u003e \u003cp\u003eGetting conversational 176\u003c\/p\u003e \u003cp\u003eKeeping an Eye on How You’re Doing 176\u003c\/p\u003e \u003cp\u003eMonitoring your social media mentions 176\u003c\/p\u003e \u003cp\u003eMeasuring your social media effectiveness 177\u003c\/p\u003e \u003cp\u003eForms 178\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12: Packaging Your Message for\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBlogs and Other Online Channels 179\u003c\/p\u003e \u003cp\u003eJoining the 200-Million Blog Contingent 180\u003c\/p\u003e \u003cp\u003eWho blogs? 180\u003c\/p\u003e \u003cp\u003eWhy blog? 180\u003c\/p\u003e \u003cp\u003eLaunching a Blog 181\u003c\/p\u003e \u003cp\u003eGetting started 182\u003c\/p\u003e \u003cp\u003eCommitting to a blog 183\u003c\/p\u003e \u003cp\u003eCrafting your blog-post approach 185\u003c\/p\u003e \u003cp\u003eUsing blog posts as the backbone of your online content-distribution strategy 187\u003c\/p\u003e \u003cp\u003eAdding video to blog posts 188\u003c\/p\u003e \u003cp\u003eCross-Promoting Off-line and Online Content 189\u003c\/p\u003e \u003cp\u003eTurning news into content 190\u003c\/p\u003e \u003cp\u003eGiving long life to presentations 190\u003c\/p\u003e \u003cp\u003eForms 191\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV: Getting the Word Out with Ads, Mailers, Promotions, and Publicity 193\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13: Creating and Placing Print and Outdoor Ads 195\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWriting and Designing Your Ads 196\u003c\/p\u003e \u003cp\u003ePacking power into headlines 196\u003c\/p\u003e \u003cp\u003eWriting convincing copy 198\u003c\/p\u003e \u003cp\u003eMaking design decisions 199\u003c\/p\u003e \u003cp\u003eTranslating ad production terminology 201\u003c\/p\u003e \u003cp\u003eMaking Sense of Print Media Rates 202\u003c\/p\u003e \u003cp\u003ePlacing Newspaper Ads 203\u003c\/p\u003e \u003cp\u003eScheduling your placements 204\u003c\/p\u003e \u003cp\u003eUsing small-budget, small-size ads 204\u003c\/p\u003e \u003cp\u003eRequesting your ad placement 205\u003c\/p\u003e \u003cp\u003eFinding value in the classified section 206\u003c\/p\u003e \u003cp\u003ePlacing Magazine Ads 206\u003c\/p\u003e \u003cp\u003eSelecting magazines 207\u003c\/p\u003e \u003cp\u003eScheduling placements 207\u003c\/p\u003e \u003cp\u003eConsidering Yellow Pages, Directories, and Their Digital Alternatives 209\u003c\/p\u003e \u003cp\u003eCreating and placing print directory ads 210\u003c\/p\u003e \u003cp\u003eGetting found in online directories 211\u003c\/p\u003e \u003cp\u003eUsing Billboards and Out-of-Home Ads 211\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14: Broadcasting Your Message on Radio, TV, and Online 213\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Guide to Buying Airtime 214\u003c\/p\u003e \u003cp\u003eKnowing some station and ad-buying terminology 214\u003c\/p\u003e \u003cp\u003eAchieving broadcast reach, frequency, and rating points 216\u003c\/p\u003e \u003cp\u003eBartering for airtime 218\u003c\/p\u003e \u003cp\u003eBroadcast Ad Guidelines 219\u003c\/p\u003e \u003cp\u003eEstablishing your own broadcast identity 219\u003c\/p\u003e \u003cp\u003eWriting your ad 219\u003c\/p\u003e \u003cp\u003eTurning your script over to the producers 220\u003c\/p\u003e \u003cp\u003eProducing Radio Ads 221\u003c\/p\u003e \u003cp\u003eProducing TV Ads 222\u003c\/p\u003e \u003cp\u003eHiring professionals 223\u003c\/p\u003e \u003cp\u003eAiring preproduced manufacturer ads 223\u003c\/p\u003e \u003cp\u003eConsidering Infomercials 224\u003c\/p\u003e \u003cp\u003eLogging In to Webinars 225\u003c\/p\u003e \u003cp\u003eForms 226\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15: Snail-Mailing and E-Mailing Your Customers Directly 227\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUsing One-to-One Marketing 228\u003c\/p\u003e \u003cp\u003eDirect Sales: Do-It-Yourself Distribution 228\u003c\/p\u003e \u003cp\u003eMarketing with Direct Mailers 230\u003c\/p\u003e \u003cp\u003eSetting up for success with direct mail 230\u003c\/p\u003e \u003cp\u003eDeciding between e-mail and “going postal” 231\u003c\/p\u003e \u003cp\u003eMaking your offer 232\u003c\/p\u003e \u003cp\u003ePersonalizing your mailer 233\u003c\/p\u003e \u003cp\u003ePutting Surface Direct Mail to Work 234\u003c\/p\u003e \u003cp\u003eDeveloping a great list 234\u003c\/p\u003e \u003cp\u003eCreating your mailer 237\u003c\/p\u003e \u003cp\u003eSending your mailers 237\u003c\/p\u003e \u003cp\u003eFollowing up 239\u003c\/p\u003e \u003cp\u003eKeeping your list current 240\u003c\/p\u003e \u003cp\u003eKnowing the difference between direct mail and junk mail 241\u003c\/p\u003e \u003cp\u003eE-mail Marketing 241\u003c\/p\u003e \u003cp\u003eKeeping your e-mail legal and welcome 242\u003c\/p\u003e \u003cp\u003eRating your e-mail marketing 242\u003c\/p\u003e \u003cp\u003eSending e-mail that gets read and gets results 243\u003c\/p\u003e \u003cp\u003eForms 244\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16: Brochures, Promotions, Trade Shows, and More 245\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePublishing Brochures 245\u003c\/p\u003e \u003cp\u003eDifferentiating types of brochures 246\u003c\/p\u003e \u003cp\u003eCopywriting 248\u003c\/p\u003e \u003cp\u003eDesigning and printing brochures 249\u003c\/p\u003e \u003cp\u003eGetting brochures into the marketplace 251\u003c\/p\u003e \u003cp\u003eMaking the Most of Newsletters 252\u003c\/p\u003e \u003cp\u003ePlanning your newsletters 252\u003c\/p\u003e \u003cp\u003ePacking newsletters with useful content 253\u003c\/p\u003e \u003cp\u003eProducing and circulating e-newsletters 254\u003c\/p\u003e \u003cp\u003eFinding Marketing Opportunities throughout Your Business 257\u003c\/p\u003e \u003cp\u003eTurning your packages into ad vehicles 257\u003c\/p\u003e \u003cp\u003eBuilding business with gift certificates 257\u003c\/p\u003e \u003cp\u003eGetting good use out of business cards 258\u003c\/p\u003e \u003cp\u003eMaking the most of advertising specialties 259\u003c\/p\u003e \u003cp\u003eChoosing and Using Trade Shows 260\u003c\/p\u003e \u003cp\u003eBuilding Sales through Promotions 261\u003c\/p\u003e \u003cp\u003eForms 263\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 17: Public Relations and Publicity 265\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Relationship between Public Relations and Publicity 265\u003c\/p\u003e \u003cp\u003eTaking a wide-angle view of public relations 266\u003c\/p\u003e \u003cp\u003eFocusing on publicity 267\u003c\/p\u003e \u003cp\u003eBecoming a News Source 267\u003c\/p\u003e \u003cp\u003eCreating a media kit and online media center 267\u003c\/p\u003e \u003cp\u003eEstablishing and maintaining an all-important list of media contacts 268\u003c\/p\u003e \u003cp\u003eGetting real with publicity expectations 270\u003c\/p\u003e \u003cp\u003eSpreading Your News 271\u003c\/p\u003e \u003cp\u003ePreparing news releases 272\u003c\/p\u003e \u003cp\u003eManaging media interviews 278\u003c\/p\u003e \u003cp\u003eStaging news conferences — or not 279\u003c\/p\u003e \u003cp\u003eCrisis Communications: Dealing with Bad News 280\u003c\/p\u003e \u003cp\u003eForms 280\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V: Winning and Keeping Customers 281\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 18: Making Impressions through Networking and Presentations 283\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuilding a Far-Reaching Network 283\u003c\/p\u003e \u003cp\u003eMaking Introductions 285\u003c\/p\u003e \u003cp\u003eIntroducing yourself 285\u003c\/p\u003e \u003cp\u003eIntroducing your business 286\u003c\/p\u003e \u003cp\u003ePolishing Your Presentation 288\u003c\/p\u003e \u003cp\u003eStepping up to the microphone 288\u003c\/p\u003e \u003cp\u003ePresenting your proposal or product 289\u003c\/p\u003e \u003cp\u003eForms 293\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 19: Making the Sale 295\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTurning Prospects into Customers 295\u003c\/p\u003e \u003cp\u003eNavigating the Sale Process 298\u003c\/p\u003e \u003cp\u003eSelling redefined 299\u003c\/p\u003e \u003cp\u003eGetting off to a good start 300\u003c\/p\u003e \u003cp\u003eNegotiating mutually agreeable solutions 302\u003c\/p\u003e \u003cp\u003eWatching for buying signals 304\u003c\/p\u003e \u003cp\u003eAsking for the order 305\u003c\/p\u003e \u003cp\u003eMaking buying easy 305\u003c\/p\u003e \u003cp\u003eChapter 20: Enhancing Customer\u003c\/p\u003e \u003cp\u003eService and Developing Loyalty 307\u003c\/p\u003e \u003cp\u003eWhat Customers Want 307\u003c\/p\u003e \u003cp\u003eThe Fundamentals of Customer Service 308\u003c\/p\u003e \u003cp\u003eMastering the service cycle 308\u003c\/p\u003e \u003cp\u003eEvaluating and improving service levels 309\u003c\/p\u003e \u003cp\u003eCultivating “best customers” 310\u003c\/p\u003e \u003cp\u003eCreating a customer service environment 312\u003c\/p\u003e \u003cp\u003eDealing with Concerns and Complaints 313\u003c\/p\u003e \u003cp\u003eUnderstanding why customers don’t complain 313\u003c\/p\u003e \u003cp\u003eEncouraging complaints 313\u003c\/p\u003e \u003cp\u003eReading customer clues to dissatisfaction 314\u003c\/p\u003e \u003cp\u003eTurning complaints into loyalty springboards 314\u003c\/p\u003e \u003cp\u003eMaking Loyal Customers for Life 315\u003c\/p\u003e \u003cp\u003eValuing your customers 316\u003c\/p\u003e \u003cp\u003eBenchmarking satisfaction levels and cultivating loyalty 317\u003c\/p\u003e \u003cp\u003eClosing the quality gap 320\u003c\/p\u003e \u003cp\u003eBuilding loyalty through service 320\u003c\/p\u003e \u003cp\u003eLaunching loyalty programs 321\u003c\/p\u003e \u003cp\u003eForms 322\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart VI: The Part of Tens 323\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 21: Ten Questions to Answer before Choosing a Business Name 325\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Kind of Name Do You Want? 325\u003c\/p\u003e \u003cp\u003eIs the Name You Want Available? 326\u003c\/p\u003e \u003cp\u003eIs It Easy to Spell? 326\u003c\/p\u003e \u003cp\u003eIs It Easy to Say? 327\u003c\/p\u003e \u003cp\u003eIs It Original in Your Market Area? 327\u003c\/p\u003e \u003cp\u003eIs It Unconventional? 327\u003c\/p\u003e \u003cp\u003eDoes It Work in Markets Far and Wide? 327\u003c\/p\u003e \u003cp\u003eIs It Memorable? 328\u003c\/p\u003e \u003cp\u003eCan You Live and Grow with This Name? 328\u003c\/p\u003e \u003cp\u003eAre You Ready to Commit to the Name? 328\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 22: Ten Ways to Attract People to Your Business Online 329\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCommit to Becoming Findable Online 329\u003c\/p\u003e \u003cp\u003eSet a Goal for Your Online Activity 330\u003c\/p\u003e \u003cp\u003eDecide on Your Online Identity 330\u003c\/p\u003e \u003cp\u003eEstablish Your Online Introduction 331\u003c\/p\u003e \u003cp\u003eStake an Online Home Base 331\u003c\/p\u003e \u003cp\u003eBuild an Online Media Center 332\u003c\/p\u003e \u003cp\u003eGet Active Across Social Media 332\u003c\/p\u003e \u003cp\u003eDevelop a Content-Sharing Program 333\u003c\/p\u003e \u003cp\u003eMonitor Your Online Reputation 333\u003c\/p\u003e \u003cp\u003eGet and Stay Active Online 334\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 23: Ten Steps to a Great Marketing Plan 335\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStep 1: State Your Business Purpose 336\u003c\/p\u003e \u003cp\u003eStep 2: Analyze Your Market Situation 336\u003c\/p\u003e \u003cp\u003eStep 3: Set Goals and Objectives 336\u003c\/p\u003e \u003cp\u003eStep 4: Define Your Market 337\u003c\/p\u003e \u003cp\u003eStep 5: Advance Your Position, Brand, and Creative Strategy 337\u003c\/p\u003e \u003cp\u003eStep 6: Set Your Marketing Strategies 338\u003c\/p\u003e \u003cp\u003eStep 7: Outline Your Tactics 338\u003c\/p\u003e \u003cp\u003eStep 8: Establish Your Budget 339\u003c\/p\u003e \u003cp\u003eStep 9: Blueprint Your Action Plan 340\u003c\/p\u003e \u003cp\u003eStep 10: Think Long Term 340\u003c\/p\u003e \u003cp\u003eOne Final Step: Use Your Plan 340\u003c\/p\u003e \u003cp\u003eAppendix: About the Downloadable Content 341\u003c\/p\u003e \u003cp\u003eIndex 347\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":"For Dummies","offers":[{"title":"Brand New","offer_id":52502956114200,"sku":"9781118311837","price":21.59,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781118311837.jpg?v=1786321239","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/small-business-marketing-kit-for-dummies-multiple-component-retail-product-parts-enclosed-9781118311837","provider":"Freshly Printed Books","version":"1.0","type":"link"}