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Acknowledgments v
Author's Note vii
Introduction ix
How Well Do You Know Yourself and Your Customers? 1
Are You Ready? Business Vision and the Entrepreneur 2
Developing a Customer Profile 18
Determining Customer Lifetime Value 34
Research on an Entrepreneur's Budget 51
Turning Data Into Knowledge 52
Primary Research: Surveys Get You to the Source 69
Improving the Reliability of Your Data 82
Looking Outward, Then In 101
Secondary Research: What's Happening in Your World? 102
Everybody's Got Options: Competition, Substitutes, and Inertia 121
What Are you Really Good at Doing? 133
Seize the Opportunities 149
Identifying Partnership Strategies 150
Breaking New Ground 164
Pick Your Tools: The Marketing Mix 175
Building a Brand: Perception is Reality 176
Marketing in Action 188
The Power of the Web 204
Why Entrepreneurs Must Know How to Sell 217
Personal Selling Skills 218
Networking 230
The ElevatorPitch 246
Relationship Management 257
The Sales Process: Tips and Strategies for Success 258
Managing your Sales Cycle 272
Turning Your Business Vision into Reality 285
Laying the Foundation for a Marketing Plan 286
Passion as a Strategy 305
Conclusion 315
Index 317
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