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Small Business Marketing For Dummies


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Table of Contents

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

About the Author

Paul Lancaster is a small business expert, consultant and inbound marketing specialist based in Newcastle upon Tyne. He held web and marketing roles for Sage, British Airways and Shell LiveWIRE. Paul is an active supporter of youth start-up and entrepreneurship programmes throughout the UK. Barbara Findlay Schenck has been a marketing consultant for more than 20 years, with clients ranging from small businesses to Fortune 500 companies. In addition to her experience as a small business strategist, she's also a bestselling author and columnist. Visit her website at

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