BETH GOLDSTIN

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
• 作者簡介

  Beth Goldstein, founder of Marketing Edge Consulting Group, LLC, has more than 20 years' experience in sales and marketing. She works one-on-one with clients across the globe and teaches at Boston University's School of Management. Visit her Web site at m-edge.com.

• 目次

  Introduction

  Dedication

  Acknowledgements

  Author?s Note

  Introduction and Overview

  Milestone One: How Well Do You Know Yourself and Your Customers?

  Chapter One: Are You Ready? Business Vision & the Entrepreneur

  Chapter Two: Developing a Customer Profile

  Chapter Three: Determining Customer Lifetime Value

  Milestone Two: Research On an Entrepreneur?s Budget

  Chapter Four: Turning Data Into Knowledge

  Chapter Five: Primary Research: Surveys Get You to the Source

  Chapter Six: Improving the Reliability of Your Data

  Milestone Three: Looking Outward Then In

  Chapter Seven: Secondary Research: What?s Happening in Your World?

  Chapter Eight: Everybody?s Got Options: Competition, Substitutes & Inertia

  Chapter Nine: What Are You Really Good at Doing?

  Milestone Four: Seize the Opportunities

  Chapter Ten: Identifying Partnership Strategies

  Chapter Eleven: Breaking New Ground

  Milestone Five: Pick Your Tools: The Marketing Mix

  Chapter Twelve: Building a Brand: Perception Is Reality

  Chapter Thirteen: Marketing in Action

  Chapter Fourteen: The Power of the Web

  Milestone Six: Why Entrepreneurs Must Know How to Sell

  Chapter Fifteen: Personal Selling Skills

  Chapter Sixteen: Networking

  Chapter Seventeen: Elevator Pitches

  Milestone Seven: Relationship Management

  Chapter Eighteen: The Sales Process: Tips and Strategies for Success

  Chapter Nineteen: Managing Your Sales Cycle

  Milestone Eight: Turning Your Business Vision Into Reality

  Chapter Twenty: Laying a Foundation: Your Marketing Plan

  Chapter Twenty-One: Passion As a Strategy

  Conclusion: Execute, Execute, Execute

  About the Author