Small Business Marketing Kit for Dummies (Paperback, 3, Revised)

Introduction 1

Part I: Getting Your Marketing Bearings 7

Chapter 1: Framing the Marketing Process 9

Chapter 2: All about Customers 19

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 213

Chapter 15: Snail-Mailing and E-Mailing Your Customers Directly 227

Chapter 16: Brochures, Promotions, Trade Shows, and More 245

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 295

Chapter 20: Enhancing Customer Service and Developing Loyalty 307

Part VI: The Part of Tens 323

Chapter 21: Ten Questions to Answer before Choosing a Business Name 325

Chapter 22: Ten Ways to Attract People to Your Business Online 329

Chapter 23: Ten Steps to a Great Marketing Plan 335

Appendix: About the CD 341

Index 349