简介
Low- and no-cost tools that win customer loyalty Whether you're setting up shop or already have your business off the ground, you need proven marketing strategies that get new customers in the door and keep them coming back. The Ultimate Small Business Marketing Toolkit gives you the resources to do just that, with a wide variety of cost-effective marketing techniques you can use to turn your business vision into reality. Packed with dozens of worksheets, real-life examples, and step-by-step instructions, this all-in-one resource guides you through eight easy-to-follow marketing milestones. Armed with the tools in this book and on the CD-ROM, you'll be ready to Develop targeted customer profiles using affordable market research techniques Get inside the heads of customers and learn what makes them tick Navigate your marketplace and turn obstacles into opportunities Establish winning partnerships that support your company's growth Sell your brand to the world using brochures, Web sites, direct mail, and advertising "Pushes your bottom line to a breakthrough level of success."-Peter R. Russo, Director, Entrepreneurship Programs, Boston University School of Management
目录
Acknowledgments p. v
Author's Note p. vii
Introduction p. ix
Milestone 1 How Well Do You Know Yourself and Your Customers? p. 1
Chapter 1 Are You Ready? Business Vision and the Entrepreneur p. 2
Chapter 2 Developing a Customer Profile p. 18
Chapter 3 Determining Customer Lifetime Value p. 34
Milestone 2 Research on an Entrepreneur's Budget p. 51
Chapter 4 Turning Data Into Knowledge p. 52
Chapter 5 Primary Research: Surveys Get You to the Source p. 69
Chapter 6 Improving the Reliability of Your Data p. 82
Milestone 3 Looking Outward, Then In p. 101
Chapter 7 Secondary Research: What's Happening in Your World? p. 102
Chapter 8 Everybody's Got Options: Competition, Substitutes, and Inertia p. 121
Chapter 9 What Are you Really Good at Doing? p. 133
Milestone 4 Seize the Opportunities p. 149
Chapter 10 Identifying Partnership Strategies p. 150
Chapter 11 Breaking New Ground p. 164
Milestone 5 Pick Your Tools: The Marketing Mix p. 175
Chapter 12 Building a Brand: Perception is Reality p. 176
Chapter 13 Marketing in Action p. 188
Chapter 14 The Power of the Web p. 204
Milestone 6 Why Entrepreneurs Must Know How to Sell p. 217
Chapter 15 Personal Selling Skills p. 218
Chapter 16 Networking p. 230
Chapter 17 The Elevator Pitch p. 246
Milestone 7 Relationship Management p. 257
Chapter 18 The Sales Process: Tips and Strategies for Success p. 258
Chapter 19 Managing your Sales Cycle p. 272
Milestone 8 Turning Your Business Vision into Reality p. 285
Chapter 20 Laying the Foundation for a Marketing Plan p. 286
Chapter 21 Passion as a Strategy p. 305
Conclusion p. 315
Index p. 317
Author's Note p. vii
Introduction p. ix
Milestone 1 How Well Do You Know Yourself and Your Customers? p. 1
Chapter 1 Are You Ready? Business Vision and the Entrepreneur p. 2
Chapter 2 Developing a Customer Profile p. 18
Chapter 3 Determining Customer Lifetime Value p. 34
Milestone 2 Research on an Entrepreneur's Budget p. 51
Chapter 4 Turning Data Into Knowledge p. 52
Chapter 5 Primary Research: Surveys Get You to the Source p. 69
Chapter 6 Improving the Reliability of Your Data p. 82
Milestone 3 Looking Outward, Then In p. 101
Chapter 7 Secondary Research: What's Happening in Your World? p. 102
Chapter 8 Everybody's Got Options: Competition, Substitutes, and Inertia p. 121
Chapter 9 What Are you Really Good at Doing? p. 133
Milestone 4 Seize the Opportunities p. 149
Chapter 10 Identifying Partnership Strategies p. 150
Chapter 11 Breaking New Ground p. 164
Milestone 5 Pick Your Tools: The Marketing Mix p. 175
Chapter 12 Building a Brand: Perception is Reality p. 176
Chapter 13 Marketing in Action p. 188
Chapter 14 The Power of the Web p. 204
Milestone 6 Why Entrepreneurs Must Know How to Sell p. 217
Chapter 15 Personal Selling Skills p. 218
Chapter 16 Networking p. 230
Chapter 17 The Elevator Pitch p. 246
Milestone 7 Relationship Management p. 257
Chapter 18 The Sales Process: Tips and Strategies for Success p. 258
Chapter 19 Managing your Sales Cycle p. 272
Milestone 8 Turning Your Business Vision into Reality p. 285
Chapter 20 Laying the Foundation for a Marketing Plan p. 286
Chapter 21 Passion as a Strategy p. 305
Conclusion p. 315
Index p. 317
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