Low- and no-cost tools that win customer loyalty

Whether you're setting up shop or already have your business off the ground, you need proven marketing strategies that get new customers in the door and keep them coming back. The Ultimate Small Business Marketing Toolkit gives you the resources to do just that, with a wide variety of cost-effective marketing techniques you can use to turn your business vision into reality.

Packed with dozens of worksheets, real-life examples, and step-by-step instructions, this all-in-one resource guides you through eight easy-to-follow marketing milestones. Armed with the tools in this book and on the CD-ROM, you'll be ready to

• Develop targeted customer profiles using affordable market research techniques
• Get inside the heads of customers and learn what makes them tick
• Navigate your marketplace and turn obstacles into opportunities
• Establish winning partnerships that support your company's growth
• Sell your brand to the world using brochures, Web sites, direct mail, and advertising

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Introduction

Dedication

Acknowledgements

Author?s Note

Introduction and Overview

Milestone One: How Well Do You Know Yourself and Your Customers?

Chapter One: Are You Ready? Business Vision & the Entrepreneur

Chapter Two: Developing a Customer Profile

Chapter Three: Determining Customer Lifetime Value Milestone Two: Research On an Entrepreneur?s Budget

Chapter Four: Turning Data Into Knowledge

Chapter Five: Primary Research: Surveys Get You to the Source

Chapter Six: Improving the Reliability of Your Data

Milestone Three: Looking Outward Then In

Chapter Seven: Secondary Research: What?s Happening in Your World?

Chapter Eight: Everybody?s Got Options: Competition, Substitutes & Inertia

Chapter Nine: What Are You Really Good at Doing?

Milestone Four: Seize the Opportunities

Chapter Ten: Identifying Partnership Strategies

Chapter Eleven: Breaking New Ground

Milestone Five: Pick Your Tools: The Marketing Mix

Chapter Twelve: Building a Brand: Perception Is Reality

Chapter Thirteen: Marketing in Action

Chapter Fourteen: The Power of the Web

Milestone Six: Why Entrepreneurs Must Know How to Sell

Chapter Fifteen: Personal Selling Skills

Chapter Sixteen: Networking

Chapter Seventeen: Elevator Pitches

Milestone Seven: Relationship Management

Chapter Eighteen: The Sales Process: Tips and Strategies for Success

Chapter Nineteen: Managing Your Sales Cycle

Milestone Eight: Turning Your Business Vision Into Reality

Chapter Twenty: Laying a Foundation: Your Marketing Plan

Chapter Twenty-One: Passion As a Strategy

Conclusion: Execute, Execute, Execute About the Author