（小企业营销非官方指南）THE UNOFFICIAL GUIDE TO MARKETING YOUR SMALL BUSINESS mobi 下载 网盘 caj lrf pdf txt 阿里云

Whether you own an upscale boutique or a plumbing company, a design studio or a dog walking service, a wholesale business or a homey cafe, marketing is critical to your success. This guide helps you create a cost-effective, targeted marketing plan with a consistent image and message to build your customer base and your business. It covers traditional print and broadcast advertising, but since most small businesses can't afford spots in the Super Bowl, it turns you on to practical alternatives ranging from online marketing to on-site marketing, and from stuffers to telemarketing to sales promotions. This guide helps you determine how to get maximum marketing impact for minimum marketing dollars with:

Vital Information on defining your target market and knowing your customers

Money-Saving Techniques, including capitalizing on public relations and networking opportunities

Time-Saving Tips for delegating selected marketing projects

The Latest Trends in branding and in online marketing, including using e-zines, blogs, and podcasts

Handy Checklists and Charts to help you implement and evaluate various marketing tactics

作者简介：MARCIA LAYTON TURNER received an MBA from the University of Michigan and worked at the Eastman Kodak Company before founding her own marketing consulting firm, Layton & Co. She serves as the small business expert for Small Business Advantage, hosted at the BusinessWeek website. She has written for and been featured in such publications as Money, Entrepreneur, USA Weekend, and Black Enterprise, and she is the author of several books, including Kmart's Ten Deadly Sins, Emeril! Inside the Amazing Success of Today's Most Popular Chef, and, most recently, The Unofficial Guide to Starting a Small Business, Second Edition.

Introduction

Ⅰ Marketing Matters

　1 Zeroing In on Your Customer

　　Divide and conquer

　　How many customers make a successful business?

　　Who are you currently selling to?

　　Understanding demographics

　　Picture your perfect customer

　　Just the facts

　2 Why Customers Buy

　　Decisions, decisions: How customers buy

　　Your product meets their needs

　　Your product has a competitive advantage

　　Your product is priced right

　　Your product is convenient

　　Just the facts

　3 Know Your Enemies

　　Who are they?

　　What do they offer?

　　How do they measure up?

　　What’s their marketing strategy?

　　Take an inside look at their operations

　　Information is power

　　Just the facts

Ⅱ Planning Your Success

　4 Positioning

　　Perception is reality

　　Who’s on first?

　　What makes you different?

　　Positioning strategies

　　Holding on to the lead

　　The follower advantage

　　Just the facts

　5 Goal Setting

　　The bottom line

　　Financial goals

　　Customer goals

　　Image goals

　　Just the facts

　6 Your Marketing Plan

　　Why plan?

　　Outline of a plan

　　A marketing plan’s long-term value

　　Just the facts

Ⅲ The Least Expensive Ways to Market Your Business

　7 Public Relations

　　Relevancy

　　Contact point

　　PR tools

　　More advanced PR tools

　　Beyond publicity

　　Just the facts

　8 Networking

　　Be prepared

　　Trade and professional organizations

　　Alumni groups

　　Volunteer and civic organizations

　　Private clubs

　　Online networking

　　Networking groups and tip clubs

　　Barter exchanges

　　Referrals

　　How not to network

　　Follow up or fail

　　Just the facts

　9 Public Speaking

　　Public presentations

　　Seminars

　　Courses

　　Webinars

　　Getting comfortable with public speaking

　　Preparing a presentation

　　Just the facts

Ⅳ Moderately Priced Marketing Approaches

　10 Online Marketing

　　The best online tool: Your Web site

　　Digitally communicating your message

　　Just the facts

　11 Printed Pieces

　　Must have: The basics

　　Helpful to have

　　Just the facts

　12 Sales Promotion Opportunities

　　Selling to new customers

　　Selling more to existing customers

　　Selling higher value offerings to existing customers

　　Just the facts

　13 In-Person Marketing

　　Manning a booth at trade shows

　　Setting up appointments and meetings

　　Making presentations

　　Door-to-door calls

　　Using sandwich boards

　　Handing out flyers

　　Just the facts

　14 Telemarketing

　　Rules you don’t want to break

　　Cold calling

　　Warm calling

　　Outsourcing

　　Inbound telemarketing

　　Teleseminars

　　Just the facts

Ⅴ Higher-Cost (But Highly Effective) Marketing Tools

　15 Branding

　　Consistency

　　Awards

　　Certifications

　　Promotional products

　　Packaging

　　Employee dress and/or uniforms

　　Signage

　　Sponsorships

　　Just the facts

　16 Advertising

　　Print advertising

　　Broadcast

　　Out-of-home advertising

　　Indoor opportunities

　　Inserts

　　Online Advertising

　　Design Do’s and Don’ts

　　Just the facts

Ⅵ Finding What Works and Sticking With It

　17 Choices, Choices

　　The top tier: Selecting the most important activities

　　Expanding with additional marketing tools

　　When to do it yourself; when to delegate

　　Just the facts

　18 Evaluating What’s Working and What’s Not

　　Tracking marketing methods

　　Testing your message(s)

　　Knowing when to stop

　　Just the facts

　19 Reuse, Recycle, Repurpose

　　One-shot deals are a waste

　　Integrated marketing is the most cost effective

　　Getting better results without breaking the bank

　　Just the facts

Ⅶ Appendices

　A Glossary

　B Resource Directory

　　Organizations

　　Web sites

　C Further Reading

Index

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From the author of the successful The Unofficial Guide to Marketing Your Small Business, this handy guide provides detailed information on low–budget, high–impact marketing techniques that produce near–immediate results. Small businesses need a quick return on their marketing investments, and this book shows the best ways to achieve it. Small business expert Marcia Layton Turner puts her wealth of business knowledge to work for business owners who need results now. The Unofficial Guide to Marketing Your Small Business provides comprehensive, straightforward coverage of everything small and large businesses need to know about the vital basics of effective marketing.

Marcia Layton Turner (Rochester, NY) is the founder of her own marketing consulting firm and a small business expert who has been profiled or quoted in such publications as Money, Entrepreneur, and USA Weekend. She is also the author of The Unofficial Guide to Starting a Small Business (0–7645–7285–7), from Wiley.