Record details

• ISBN: 1560521724
• ISBN: 9781560521723
• Physical Description: xii, 309 pages : illustrations ; 24 cm.
• Publisher: [Menlo Park, CA] : Crisp Publications, ©1994.

Content descriptions

Formatted Contents Note:

Chapter one: Start marketing -- The 10 greatest marketing techniques -- Chapter two: Image-building, marketing strategies -- Promoting your business -- Typical marketing techniques -- If you do seminars or speeches -- Don't forget the little guys -- Chapter three: Grow your business through perceived expertise -- Building your expert business image -- Five great ways to create an expert image and reputation. Other image builders -- Chapter four: Simple and powerful public relations strategies -- Good public relations goals and objectives of public relations -- Cultivating public relations Items to Publicize -- Chapter five: Advanced public relations techniques -- Getting their attention -- The press release -- article -- Backgrounders --Direct response press releases -- Teasers --Developing your media list -- Word-of-mouth marketing -- Chapter six: Direct marketing -- How to get customers to call, write and come in to buy -- The basics of direct response marketing -- Testing your offers -- Direct marketing offers -- Still more direct marketing methods -- Chapter seven: Direct mail magic: How to pull customers out of a hat -- Principles of successful direct mail -- Chapter eight: Get twice the advertising at half the cost -- Fire your ad agency -- Ten myths about advertising develop -- Money-producing ads -- Other advertising approaches -- Getting more business to come to you -- Chapter nine: Do's and don't's of media placement: Ad placement -- Buying ad space -- Radio advertising -- Television advertising -- Yellow pages advertising -- Chapter ten: How to sell your products and services-- Selling is nothing more than effective communication -- Seven basic steps to successful selling -- The next level of selling -- Chapter eleven: Common-sense customer service and beyond -- Plain old common sense -- The importance of customer service -- Seven common-sense customer service ideas -- Customer service as a marketing tactic -- Chapter twelve: Never forget your back end -- Don't miss your greatest money-making opportunity -- Starting your back-end marketing program -- Other types of back-end marketing programs -- Mistakes people make with back-end marketing -- Chapter thirteen: Your guide to small business success-- Basic marketing plans -- Small business owners, their clients and customers -- Market analysis -- Company analysis -- Competitor analysis -- Customer analysis --Market barriers, market demand and market share predicting -- Market revenue -- Market segmentation -- Market positioning -- Chapter fourteen: Developing marketing strategies and tactics -- Analysis marketing -- Mix promotional mix.

Search for related items by subject

Subject:

Marketing > Management.
Sales promotion.
Small business > Management.

Search for related items by series

• The Crisp small business & entrepreneurship series
• Crisp small business & entrepreneurship series.