435. The Ultimate Small Business Marketing Toolkit: All the Tips, Forms, and Strategies You'll Ever Need!

Beth Goldstein “The Ultimate Small Business Marketing Toolkit: All the Tips, Forms, and Strategies You'll Ever Need!"
McGraw-Hill | 2007-07-23 | ISBN: 0071477187 | 322 pages | PDF | 1,2 Mb

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

What does it really take to make a business successful? This is not an easy question to answer, as each entrepreneur has a different definition of success. I was recently exchanging e-mails with my friend Robert, who, as a successful retail entrepreneur and a graduate of one of the top business schools in the United States, has a special interest in this topic. When I inquired about his marketing strategy, his response was simple: “The key to a successful business is customer service and retention. That is so much more important than marketing. We both know it costs several times more to find a new customer than to retain a current one.”
Fortunately, he couldn’t see my jaw drop. I could feel my chest tighten as I stared at my computer screen in disbelief. He had basically dismissed what I do every day as a marketing consultant. I took a deep breath and wrote back, “How can you know what good customer service is if you don’t perform the marketing activities that tell you what your

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