[IMG]h..p://i29.tinypic.com/2ljq5n5.jpg[/IMG] Marketing Without Advertising By Michael Phillips and Salli Rasberry
This book illustrates high impact, low cost marketing strategies that all small business owners can benefit from. Use the ideas in this book to inspire your customers to rave about your business and create lasting success. The suggestions in this book are no secret. Instead of spending a small fortune on advertising, it's far better to spend the same money improving your business and caring for your customers. Buy your copy today, start wowing your customers, and let them advertise your business for you! Marketing Without Advertising teaches small business owners practical strategies to: * Attract new customers and build trust * Encourage customer recommendations * Improve customer service and turn even dissatisfied customers into active supporters of the business * List products and services widely and inexpensively * Plan marketing events that will keep customers involved * Use the Internet to market services and products This essential book will help you market your business with common sense, not piles of cents. The 5th edition is completely updated, providing real world examples and resources throughout. It also discusses the latest marketing trends, such as international Internet marketing and blogs. The best marketing you can do for your business is to concentrate on creating a high-quality operation that customers, employees and other businesspeople will trust, respect and recommend. Table of Contents 1. Advertising: The Last Choice in Marketing A. The Myth of Advertising's Effectiveness B. Why Customers Lured by Ads Are Often Not Loyal C. Why Dependence on Advertising Is Harmful D. Advertisers: Poor Company to Keep E. Honest Ads F. Branding G. Listings: "Advertising" That Works 2. Personal Recommendations: The First Choice in Marketing A. Cost-Effectiveness B. Overcoming Established Buying Habits C. Basing Your Marketing Plan on Personal Recommendations D. When Not to Rely on Word of Mouth for Marketing 3. The Physical Appearance of Your Business A. Conform to Industry Norms B. Your Business's Appearance C. Fantasy: A Growing Part of Retail Marketing D. The Test of Time 4. Pricing A. Easy-to-Understand Prices B. Complete Prices C. Giving Customers Choice About Price D. Internet Pricing 5. How You Treat the People Around You A. Tracking Reputations via the Grapevine B. How Employees Spread the Word C. Common Employee Complaints D. Handling Employee Complaints E. Finding Out What Employees Are Thinking F. Suppliers G. Business Friends and Acquaintances H. Individuals Who Spread Negative Word of Mouth About Your Business I. Your Behavior in Public 6. Openness: The Basis of Trust A. Financial Openness B. Physical Openness C. Openness in Management D. Openness With Information E. Openness With Ideas 7. Deciding How to Educate Potential Customers A. What Does Your Business Do? B. Defining the Domains in Which Your Business Operates C. Providing Information on Businesses in Established Fields D. Businesses in New or Obscure Fields E. Whom to Educate 8. How to Let Customers Know Your Business Is Excellent A. Tell Them Yourself B. Help Customers Judge for Themselves C. Giving Customers Authority for Your Claims 9. Helping Customers Find You A. Finding Your Business B. Convenience of Access C. Signs D. Telephone Accessibility E. Listing Your Services Creatively and Widely F. Getting Referrals From People in Related Fields G. Trade Shows and Conferences 10. Customer Recourse A. Elements of a Good Recourse Policy B. Designing a Good Recourse Policy C. Telling Customers About Your Recourse Policy D. Putting Your Recourse Policy in Writing 11. Marketing on the Internet A. Business Uses of the Internet: Demystified B. The Geographic Reach of the Internet C. What to Put on Your Site D. Designing an Internet Site E. Interactivity and Customer Screening F. How to Help People Find You Online G. International Marketing H. Blogs for Your Business 12. Dynamic Interactive Marketing A. The What and How of Databases B. Beginning Architecture C. Attracting Customers D. The Look and Feel of Your Site E. Pricing F. Openness G. Customer Education H. Security 13. Designing and Implementing Your Marketing Plan A. Your Marketing List: The "Who" of Your Marketing Plan B. How to Evaluate Your List C. Marketing Actions and Events: The "What" of Your Marketing Plan D. Direct Marketing Actions E. Parallel Marketing Actions F. Peer-Based Marketing Actions 14. Creating a Calendar of Events A. Marketing Calendar for an Interior Design Firm B. Marketing Calendar for Jerry and Jess's New Chiropractic Clinic C. Marketing Calendar for Lolly & Criggle's—an eBay Children's Boutique Clothing Website Download: yxxp://rapidshare.com/files/125994737/Marketing_Without_Advertising_3rd_Edition.rar Send instant messages to your online friends http://asia.messenger.yahoo.com ------------------------------------ Yahoo! Groups Links <*> To visit your group on the web, go to: http://groups.yahoo.com/group/Id-ebook/ <*> Your email settings: Individual Email | Traditional <*> To change settings online go to: http://groups.yahoo.com/group/Id-ebook/join (Yahoo! ID required) <*> To change settings via email: mailto:[EMAIL PROTECTED] mailto:[EMAIL PROTECTED] <*> To unsubscribe from this group, send an email to: [EMAIL PROTECTED] <*> Your use of Yahoo! Groups is subject to: http://docs.yahoo.com/info/terms/
