Small Business Marketing For Dummies

Introduction  1 Part I: Getting Started with Small Business Marketing  9 Chapter 1: Framing the Marketing Process 11 Chapter 2: All About Customers 21 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 215 Chapter 15: Snail–Mailing and Emailing Your Customers Directly 229 Chapter 16: Brochures, Promotions, Trade Shows and More 247 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 293 Chapter 20: Enhancing Customer Service and Developing Loyalty 305 Part VI: The Part of Tens  321 Chapter 21: Ten Questions to Answer before Choosing a Business Name 323 Chapter 22: Ten Ways to Attract People to Your Business Online 329 Chapter 23: Ten Steps to a Great Marketing Plan 335 Index  341