Small Business Marketing for Dummies

Introduction.PART I: Getting Started in Marketing.Chapter 1: A Helicopter View of the Marketing Process.Chapter 2: All about Customers: Your Reason for Being.Chapter 3: Your Product: Seeing It through Your Customers' Eyes.Chapter 4: Sizing Up Competitors and Growing Your Share of the Market.Chapter 5: Setting Goals, Objectives, and Strategies.PART II: Sharpening Your Marketing Focus.Chapter 6: Taking a Business Impression Inventory.Chapter 7: Establishing Your Position and Brand.Chapter 8: Getting Strategic Before You Get Creative.Chapter 9: Getting Help for Your Marketing Program.PART III: Getting the Word Out.Chapter 10: Mastering the Basics of Advertising and Media Planning.Chapter 11: Creating Ads for Newspapers, Magazines, and Directories.Chapter 12: Broadcasting Your Message on Radio and TV.Chapter 13: Mailing Direct to Your Market.Chapter 14: Brochures, Promotions, Trade Shows, and Other Communication Tools.Chapter 15: Getting Ink and Air: Public Relations and Publicity.PART IV: Marketing Online.Chapter 16: Putting the Internet to Work for Your Business.Chapter 17: Answering the Web Question: To Make a Site or Not?Chapter 18: Building Your Web Site.Chapter 19: Driving Traffic to Your Web Site.PART V: The Part of Tens.Chapter 20: Ten Questions to Ask Before You Choose a Name.Chapter 21: Nine Truths and Ten Tips about Customer Service.Chapter 22: Ten Steps to a Marketing Plan.Appendix A: Where to Find More Information.Appendix B: Glossary of Marketing Terms.Index.Book Registration Information.Schenck, Findlay is the author of 'Small Business Marketing for Dummies' with ISBN 9780764553097 and ISBN 0764553097.