Bibliographic record and links to related information available from the Library of Congress catalog.
Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.
Introduction ¿ Dedication ¿ Acknowledgements ¿ Author¿s Note ¿ Introduction and Overview Milestone One: How Well Do You Know Yourself and Your Customers? ¿ Chapter One: Are You Ready? Business Vision & the Entrepreneur ¿ Chapter Two: Developing a Customer Profile ¿ Chapter Three: Determining Customer Lifetime Value Milestone Two: Research On an Entrepreneur¿s Budget ¿ Chapter Four: Turning Data Into Knowledge ¿ Chapter Five: Primary Research: Surveys Get You to the Source ¿ Chapter Six: Improving the Reliability of Your Data Milestone Three: Looking Outward Then In ¿ Chapter Seven: Secondary Research: What¿s Happening in Your World? ¿ Chapter Eight: Everybody¿s Got Options: Competition, Substitutes & Inertia ¿ Chapter Nine: What Are You Really Good at Doing? Milestone Four: Seize the Opportunities ¿ Chapter Ten: Identifying Partnership Strategies ¿ Chapter Eleven: Breaking New Ground Milestone Five: Pick Your Tools: The Marketing Mix ¿ Chapter Twelve: Building a Brand: Perception Is Reality ¿ Chapter Thirteen: Marketing in Action ¿ Chapter Fourteen: The Power of the Web Milestone Six: Why Entrepreneurs Must Know How to Sell ¿ Chapter Fifteen: Personal Selling Skills ¿ Chapter Sixteen: Networking ¿ Chapter Seventeen: Elevator Pitches Milestone Seven: Relationship Management ¿ Chapter Eighteen: The Sales Process: Tips and Strategies for Success ¿ Chapter Nineteen: Managing Your Sales Cycle Milestone Eight: Turning Your Business Vision Into Reality ¿ Chapter Twenty: Laying a Foundation: Your Marketing Plan ¿ Chapter Twenty-One: Passion As a Strategy Conclusion: Execute, Execute, Execute About the Author
Library of Congress Subject Headings for this publication:
Marketing -- Management.
Small business -- Marketing.