Small Business Marketing For Dummies (eBook)

Paul Lancaster (Autor)

eBook Download: PDF

2013 | 1. Auflage
384 Seiten
John Wiley & Sons (Verlag)
978-1-118-73075-1 (ISBN)

Infos

Small Business Marketing For Dummies helps you promote
your business. It is designed specifically for the busy small
business owner, giving you simple but powerful ways to spread your
message - all at little or no cost. It shows you how to build
your company's profile, attract new customers and keep them
coming back for more.

Inside you will learn how to:

* Create an achievable marketing plan

* Use social media and the web to attract and keep customers

* Communicate with your customers through winning emails,
newsletters, blogs and more

* Make use of affordable advertising solutions in print and other
media

* Get great PR for your business

Autor

Paul Lancaster is a small business expert, consultant and inbound marketing specialist based in Newcastle upon Tyne. He held web and marketing roles for Sage, British Airways and Shell LiveWIRE. Paul is an active supporter of youth start-up and entrepreneurship programmes throughout the UK. Barbara Findlay Schenck has been a marketing consultant for more than 20 years, with clients ranging from small businesses to Fortune 500 companies. In addition to her experience as a small business strategist, she's also a bestselling author and columnist. Visit her website at www.bizstrong.com.

Inhalt

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

Produkt-Details

• Erscheint lt. Verlag: 14.11.2013
• Sprache: englisch
• Themenwelt: Sachbuch/Ratgeber ► Beruf / Finanzen / Recht / Wirtschaft ► Bewerbung / Karriere
• Themenwelt: Sachbuch/Ratgeber ► Beruf / Finanzen / Recht / Wirtschaft ► Wirtschaft
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Planung / Organisation
• Schlagworte: Business & Management • Klein- u. mittelständische Unternehmen u. Existenzgründung • Klein- u. mittelständische Unternehmen u. Existenzgründung • Klein- und Mittelbetrieb • Small Business & Entrepreneurship • Wirtschaft u. Management
• ISBN-10: 1-118-73075-5 / 1118730755
• ISBN-13: 978-1-118-73075-1 / 9781118730751