The ultimate small business marketing toolkit : all the tips, forms, and strategies you'll ever need / Beth Goldstein.

By: Goldstein, Beth
Publisher: New York : McGraw-Hill, c2007Description: xii, 322 p. : ill. ; 24 cm. + 1 CD-ROM (4 3/4 in.)ISBN: 0071477187 (alk. paper); 9780071477185 (alk. paper)Subject(s): Marketing -- Management | Small business -- MarketingDDC classification: 658.8 LOC classification: HF5415.13 | .G58 2007Online resources: Table of contents only | Contributor biographical information | Publisher description
Contents:
Introduction -- 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 -- Networking -- 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 -- Conclusion.
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SUBJECT REFERENCE 		658.8 G578 2007 (Browse shelf) Available CITU-CL-40962
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Includes index.

Introduction -- 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 -- Networking -- 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 -- Conclusion.

System requirements for accompanying CD-ROM: Windows 2000 or higher.

System requirements for accompanying CD-ROM: Microsoft Windows 2000 or higher; Adobe Acrobat Reader 7.

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