xii, 322 p. : ill. ; 24 cm. + 1 CD-ROM (4 3/4 in.)
Milestone 1: How well do you know yourself and your customers?
Are you ready? business vision and the entrepreneur
Developing a customer profile
Determining customer lifetime value
Milestone 2: Research on an entrepreneur's budget
Turning data into knowledge
Primary research: surveys get you to the source
Improving the reliability of your data
Milestone 3: Looking outward, then in
Secondary research: what's happening in your world?
Everybody's got options: competition, substitutes, and inertia
What are you really good at doing?
Milestone 4: seize the opportunities
Identifying partnership strategies
Breaking new ground
Milestone 5: pick your tools: the marketing mix
Building a brand: perception is reality
Marketing in action
The power of the web
Milestone 6: Why entrepreneurs must know how to sell
Personal selling skills
The elevator pitch
Milestone 7: Relationship management
The sales process: tips and strategies for success
Managing your sales cycle
Milestone 8: Turning your business vision into reality
Laying the foundation for a marketing plan
Passion as a strategy
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.
21.00 MKTG (10-104-3)