TY  - BOOK
AU  - Goldstein,Beth
TI  - The ultimate small business marketing toolkit: all the tips, forms, and strategies you'll ever need 
SN  - 0071477187 (alk. paper)
U1  - 658.8 22
PY  - 2007///
CY  - New York
PB  - McGraw-Hill
KW  - Marketing
KW  - Management
KW  - Small business
N1  - Includes index; Introduction -- Milestone 1: How well do you know yourself and your customers? -- Are you ready? business vision and the entrepreneur -- Developing a customer profile -- Determining customer lifetime value -- Milestone 2: Research on an entrepreneur's budget -- Turning data into knowledge -- Primary research: surveys get you to the source -- Improving the reliability of your data -- Milestone 3: Looking outward, then in -- Secondary research: what's happening in your world? -- Everybody's got options: competition, substitutes, and inertia -- What are you really good at doing? -- Milestone 4: seize the opportunities -- Identifying partnership strategies -- Breaking new ground -- Milestone 5: pick your tools: the marketing mix -- Building a brand: perception is reality -- Marketing in action -- The power of the web -- Milestone 6: Why entrepreneurs must know how to sell -- Personal selling skills -- Networking -- The elevator pitch -- Milestone 7: Relationship management -- The sales process: tips and strategies for success -- Managing your sales cycle -- Milestone 8: Turning your business vision into reality -- Laying the foundation for a marketing plan -- Passion as a strategy -- Conclusion
UR  - http://www.loc.gov/catdir/toc/ecip0710/2007004626.html
UR  - http://www.loc.gov/catdir/enhancements/fy0708/2007004626-b.html
UR  - http://www.loc.gov/catdir/enhancements/fy0708/2007004626-d.html
ER  -