tailieunhanh - Small Business Marketing for Dummies Second Edition by Barbara Findlay Schenck_2

Tham khảo tài liệu 'small business marketing for dummies second edition by barbara findlay schenck_2', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | _Introduction 3 through the essential steps of setting your marketing goals objectives strategies and budgets. In short Part I helps you shape your business s future. Part 11 Sharpening Your Marketing Focus This part takes an unbiased look at your marketing to help uncover gaps that may exist between what people believe about your business and what you think or wish they believed. Then it looks at what you ve been saying or not saying to lead to misperceptions. With all that in mind it steers you through the process of defining your business position and brand including explanations of what those terms mean. Finally it offers advice on when and how to bring in professionals to help you implement your marketing program. Part 111 Creating and Placing Ads Part III takes you on a tour of the world of advertising complete with a quickreference guide to mass media a glossary of advertising jargon how-to s for creating print and broadcast ads that work and step-by-step instructions for planning and buying ad space and time. Part IV Getting the Word Out without Advertising Part IV is packed with information on the tactics small businesses use most including direct mail brochures publicity promotions and online communications. In the first edition of this book Part IV was dedicated to the then-new topic of online marketing. Over a few fast years though businesses have adopted Internet marketing so completely that in this edition you ll find online advice integrated throughout the book along with a fact-filled Chapter 16 dedicated entirely to online marketing ideas and information. Part V Winning and Keeping Customers A widely cited study by the . Department of Commerce found that it takes five times more effort to get a new customer than it does to keep one. This part gives you priceless tips on how to do both. It begins with the process of capturing the interest of prospects and turning these prospects into .