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Harness the power of marketing and watch your business grow Having your own business isn't the same as having customers, and one is useless without the other. Whether your business is a resale store or a high-tech consulting firm, a law office or a home cleaning service, in today's competitive environment, strategic marketing is essential. If you want your small business to grow, you need a marketing strategy that works. But how do you get people to notice your business without spending a fortune? Packed with savvy tips for low-cost, high-impact campaigns, this friendly guide is your road map…mehr
Harness the power of marketing and watch your business grow Having your own business isn't the same as having customers, and one is useless without the other. Whether your business is a resale store or a high-tech consulting firm, a law office or a home cleaning service, in today's competitive environment, strategic marketing is essential. If you want your small business to grow, you need a marketing strategy that works. But how do you get people to notice your business without spending a fortune? Packed with savvy tips for low-cost, high-impact campaigns, this friendly guide is your road map to launching a great marketing campaign and taking advantage of the newest technologies and avenues for outreach. * Using social media as a marketing tool * Communicating with customers * Financing a marketing campaign * The companion CD includes tools and templates to give you a jump-start on putting your new skills to work If you're looking to give your small business' marketing plan an edge over the competition, Small Business Marketing Kit For Dummies has you covered. CD-ROM/DVD and other supplementary materials are not included as part of the e-book file, but are available for download after purchase.
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 nationally syndicated columnist. Visit her website at www.bizstrong.com.
Inhaltsangabe
Introduction 1 Part I: Getting Your Marketing Bearings 7 Chapter 1: Framing the Marketing Process 9 Chapter 2: All about Customers 19 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 213 Chapter 15: Snail-Mailing and E-Mailing Your Customers Directly 227 Chapter 16: Brochures, Promotions, Trade Shows, and More 245 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 295 Chapter 20: Enhancing Customer Service and Developing Loyalty 307 Part VI: The Part of Tens 323 Chapter 21: Ten Questions to Answer before Choosing a Business Name 325 Chapter 22: Ten Ways to Attract People to Your Business Online 329 Chapter 23: Ten Steps to a Great Marketing Plan 335 Appendix: About the CD 341 Index 349
Introduction 1
Part I: Getting Your Marketing Bearings 7
Chapter 1: Framing the Marketing Process 9
Chapter 2: All about Customers 19
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 213
Chapter 15: Snail-Mailing and E-Mailing Your Customers Directly 227
Chapter 16: Brochures, Promotions, Trade Shows, and More 245
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 295
Chapter 20: Enhancing Customer Service and Developing Loyalty 307
Part VI: The Part of Tens 323
Chapter 21: Ten Questions to Answer before Choosing a Business Name 325
Chapter 22: Ten Ways to Attract People to Your Business Online 329
Chapter 23: Ten Steps to a Great Marketing Plan 335
Introduction 1 Part I: Getting Your Marketing Bearings 7 Chapter 1: Framing the Marketing Process 9 Chapter 2: All about Customers 19 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 213 Chapter 15: Snail-Mailing and E-Mailing Your Customers Directly 227 Chapter 16: Brochures, Promotions, Trade Shows, and More 245 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 295 Chapter 20: Enhancing Customer Service and Developing Loyalty 307 Part VI: The Part of Tens 323 Chapter 21: Ten Questions to Answer before Choosing a Business Name 325 Chapter 22: Ten Ways to Attract People to Your Business Online 329 Chapter 23: Ten Steps to a Great Marketing Plan 335 Appendix: About the CD 341 Index 349
Introduction 1
Part I: Getting Your Marketing Bearings 7
Chapter 1: Framing the Marketing Process 9
Chapter 2: All about Customers 19
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 213
Chapter 15: Snail-Mailing and E-Mailing Your Customers Directly 227
Chapter 16: Brochures, Promotions, Trade Shows, and More 245
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 295
Chapter 20: Enhancing Customer Service and Developing Loyalty 307
Part VI: The Part of Tens 323
Chapter 21: Ten Questions to Answer before Choosing a Business Name 325
Chapter 22: Ten Ways to Attract People to Your Business Online 329
Chapter 23: Ten Steps to a Great Marketing Plan 335
Appendix: About the CD 341
Index 349
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