Ahead of the game the marketing guide for small business

A persuasive and illuminating book on the value of marketing as a strategic business tool. It goes beyond preaching about customer and market awareness to show the reader what to do to stay one step ahead in today's highly competitive business world. 1 cannot think of a single business that would not reap benefits from this book. Jimmy Gilchrist, Managing Director, GP Plantscape and Vice President, Hamilton & Clydesdale Chamber of Commerce

Ahead of the Game doesn't assume that you have a large sales or marketing budget,, noir does it assume that you have plenty of time and staff to plan and implement promotional projects. lnstead, it takes a no-nonsense, fresh approach, looking beyond the traditional interpretation of marketing. It addresses issues such as how to monitor opportunities and trends and how to motivate your staff to go the extra mile.

Crammed full of real life examples, the book shows you how to:

• find the right and most profitable customers
• remain flexible and competitive
• build customer loyalty
• find the best marketing communications method for your business
• effectively respond to and resolve complaints
• price competitively and strategically
• present ideas to a broad range of audiences from financial
• institutions to potential new customers

Sommaire

• Introduction
• What Marketing Is AU About (and what it's not about)
• Who Is the Customer (and what do they really want)?
• Monitoring Your Business Environment: the why, the what and the how
• Getting Your Offer Right
• How to Set Prices
• Communication Plans: how to tell customers about you and your offer
• Buying and Selling
• The Art of Customer Service
• Building Customer Relationships to Encourage Loyalty
• Using the Web/Internet
• How to Present Your Ideas
• How to Motivate People Around You
• Places to Go for Help
• Summary - Staying Ahead of the Game
• Références
• Index