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Introduction 1
Part I: Getting Your Marketing Bearings 7
Chapter 1: Framing the Marketing Process 9
Chapter 2: All about Customers 19
Chapter 3: Seeing Your Product through Your Customers' Eyes 35
Chapter 4: Sizing Up Competitors and Staking Out Market Share 53
Chapter 5: Setting Your Goals, Objectives, Strategies, and Budgets 63
Part II: Laying the Foundation for Marketing Success 75
Chapter 6: Taking Stock of Your Business Image 77
Chapter 7: Forging Your Brand 91
Chapter 8: Creating Marketing Communications That Work 107
Chapter 9: Hiring Help When You Need It 125
Part III: Marketing in a Screen-Connected World 139
Chapter 10: Establishing an Online Presence 141
Chapter 11: Getting Interactive with Social Media 159
Chapter 12: Packaging Your Message for Blogs and Other Online Channels 179
Part IV: Getting the Word Out with Ads, Mailers, Promotions, and Publicity 193
Chapter 13: Creating and Placing Print and Outdoor Ads 195
Chapter 14: Broadcasting Your Message on Radio, TV, and Online 213
Chapter 15: Snail-Mailing and E-Mailing Your Customers Directly 227
Chapter 16: Brochures, Promotions, Trade Shows, and More 245
Chapter 17: Public Relations and Publicity 265
Part V: Winning and Keeping Customers 281
Chapter 18: Making Impressions through Networking and Presentations 283
Chapter 19: Making the Sale 295
Chapter 20: Enhancing Customer Service and Developing Loyalty 307
Part VI: The Part of Tens 323
Chapter 21: Ten Questions to Answer before Choosing a Business Name 325
Chapter 22: Ten Ways to Attract People to Your Business Online 329
Chapter 23: Ten Steps to a Great Marketing Plan 335
Appendix: About the CD 341
Index 349
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Add Small Business Marketing Kit For Dummies, Harness the power of marketing and watch your business grow Having your own business isn't 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 o, Small Business Marketing Kit For Dummies to the inventory that you are selling on WonderClubX
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Add Small Business Marketing Kit For Dummies, Harness the power of marketing and watch your business grow Having your own business isn't 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 o, Small Business Marketing Kit For Dummies to your collection on WonderClub |