Small business marketing for dummies /

Includes index.

pt. I. Getting started in marketing --
1. A helicopter view of the marketing process --
2. All about customers --
3. Seeing your product through your customers' eyes --
4. Sizing up competitors and staking out market share --
5. Goals, objectives, strategies, and budgets --
pt. II. Sharpening your marketing focus --
6. Projecting the right image --
7. Establishing your position and brand --
8. Getting strategic before getting creative --
9. Hiring help for your marketing program --
pt. III. Creating and placing ads --
10. Mastering advertising basics and media planning --
11. Creating print ads --
12. Broadcasting ads on radio and TV --
pt. IV. Getting the word out without advertising --
13. Mailing direct to your market --
14. Brochures, promotions, trade shows, and more --
15. Public relations and publicity --
16. Tapping the Internet's marketing power --
pt. V. Winning and keeping customers --
17. Making the sale --
18. Enhancing customer service --
19. Fortifying customer relationships --
pt. VI. The part of tens --
20. Ten questions to ask before you choose a name --
21. Ten ideas to embrace and ten to avoid --
22. Ten steps to a great marketing plan --
Appendix. Where to find more information.

Having your own business isnt 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 todays competitive environment, strategic marketing is essential.
Small Business Marketing For Dummies, Second Edition is updated from the original version that won rave reviews and inspired thousands of small businesses on their way to becoming big businesses. Updates include more information on online marketing, a whole new section on getting and keeping customers, new cost-effective, fast-acting ideas for instant impact, and more. The book covers:

Marketing basics that prepare you to rev up your business and jumpstart your marketing program
Information to help you define your business position and brand
Advice on bringing in professionals
A quick-reference guide to mass media and a glossary of advertising jargon
How-tos for creating print and broadcast ads that work
Ideas for getting the word out without advertising, including information on direct mail, brochures, publicity, promotions, and more
Ten steps to follow to build your own easy-to-assemble marketing plan
With pages of ideas for low-cost, high-impact marketing from author Barbara Findlay Schenck, a marketing consultant with more than 20 years experience with clients ranging from small businesses to Fortune 500 companies, Small Business Marketing For Dummies, Second Edition helps you reach and keep new customers. Whether youre running a home office, a small firm, a family business, a nonprofit organization, or a retail operation, youll discover how to:

Custom design your own marketing program
Create effective marketing messages
Produce marketing communications that work
No matter what field youre in, Small Business Marketing For Dummies, 2nd Edition will help you make your dreams come true. If you buy it, read it, and implement some of the marketing strategies discussed, customers will come.