Table of contents for The ultimate small business marketing toolkit / by Beth Goldstein.

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.


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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.