Small business marketing strategies all-in-one for dummies
6 Books in 1 Generate high-impact marketing campaigns There's more to a successful campaign than spinning the marketing wheel of fortune and hoping for the best. This all-encompassing guide shows you how to develop and execute winning plans that result in growth and revenue every time. Get rea...
| Autor Corporativo: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, NJ:
Wiley
c2016.
Hoboken, New Jersey : 2016. |
| Edición: | 1st edition |
| Colección: | --For dummies.
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009630342006719 |
Tabla de Contenidos:
- Title Page; Copyright Page; Table of Contents; Introduction; About This Book; Foolish Assumptions; Icons Used in This Book; Beyond the Book; Where to Go from Here; Book 1 Setting Up Your Marketing Foundation; Chapter 1 Framing the Marketing Process; Seeing the Big Picture; Following the marketing wheel of fortune; Understanding the relationship between marketing and sales; Jump-Starting Your Marketing Program; Marketing a start-up business; Growing your business; Scaling your marketing to meet your goal; How Small Business Marketing Is Different; Dollar differences; Staffing differences
- Creative differencesStrategic differences; The small business marketing advantage; Making Marketing Your Key to Success; Chapter 2 Defining Your Customers; Anatomy of a Customer: Knowing Who Your Customers Are; Collecting customer information; Geographics: Locating your market areas; Demographics: Collecting customer data; Psychographics: Customer buying behaviors; Determining Which Customers Buy What; Viewing your sales by market segment; Matching customers with distribution channels; Catering to screen-connected customers; Getting to Know Your Product: Seeing It through Your Customer's Eyes
- When service is your productYour product is what Google says it is; Illogical, Irrational, and Real Reasons People Buy What You Sell; Buying Decisions: Rarely about Price, Always about Value; Calculating the value formula; Riding the price/value teeter-totter; Evaluating your pricing; Raising prices; Presenting prices; The Care and Feeding of a Product Line; Enhancing the appeal of existing products; Raising a healthy product; Developing new products; Managing your product offerings; Chapter 3 Sizing Up the Market; Playing the Competitive Field; Speaking the language of competition
- Knowing what you're up againstUnderstanding how to compete; Winning Your Share of the Market; Defining your direct competition; Moving up the competitive ladder; Calculating Your Market Share; Sizing up your target market; Doing the math; Increasing Your Market Share; Chapter 4 Setting Your Goals; Where Are You Going, Anyway?; Understanding the "vision" thing; Knowing your statement of purpose; Looking for success stories; Defining Goals and Objectives Simply; Setting goals and objectives; Planning strategies; Putting goals, objectives, and strategies into action
- Combining a virtual storefront with a payment service
