Table of contents for Small business marketing for dummies / by Barbara Findlay Schenck.


Bibliographic record and links to related information available from the Library of Congress catalog. Note: Electronic data is machine generated. May be incomplete or contain other coding.


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Introduction ................................................................. 1

Part I: Getting Started in Marketing             ..............................5
 Chapter 1: A Helicopter View of the Marketing Process    .....................7
 Chapter 2: All About Customers      .........................................17
 Chapter 3: Seeing Your Product through Your Customers' Eyes  ................33
 Chapter 4: Sizing Up Competitors and Staking Out Market Share................49
 Chapter 5: Goals, Objectives, Strategies, and Budgets  ......................61
Part II: Sharpening your Marketing Focus .................................... 73
 Chapter 6: Projecting the Right Image    ....................................75
 Chapter 7: Establishing Your Position and Brand    ......................... 89
 Chapter 8: Getting Strategic before Getting Creative  ......................103
 Chapter 9: Hiring Help for Your Marketing Program ..........................113
Part III: Creating and Placing Ads ......................................... 133
 Chapter 10: Mastering Advertising Basics and Media Planning   ..............135
 Chapter 11: Creating Print Ads     .........................................155
 Chapter 12: Broadcasting Ads on Radio and TV      ..........................173
Part IV: Getting the Word Out without Advertising           ................ 189
 Chapter 13: Mailing Direct to Your Market    ..................  .......... 191
 Chapter 14: Brochures, Promotions, Trade Shows, and More     ...............211
 Chapter 15: Public Relations and Publicity   .............................. 231
 Chapter 16: Tapping the Internet's Marketing Power    ......................247
Part V: Winning and Keeping Customers .......................................273
 Chapter 17: Making the Sale  ...............................................275
 Chapter 18: Enhancing Customer Service      ............................... 289
 Chapter 19: Fortifying Customer Relationships    ...........................303
Part VI: The Part of Tens     ...............................................317
 Chapter 20: Ten Questions to Ask Before You Choose a Name     ..............319
 Chapter 21: Ten Ideas to Embrace and Ten to Avoid    .......................325
 Chapter 22: Ten Steps to a Great Marketing Plan   ..........................331
Appendix: Where to Find More Information           ..........................337

Index ........................................      ........................ 341





Library of Congress Subject Headings for this publication: Advertising, Marketing Management, Small business Marketing, Advertising media planning