Big Business Marketing

For Small Business Budget

Jeannette Maw McMurtry

304 pages, parution le 05/05/2003

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Résumé

Techniques smaller businesses can use to stretch their marketing dollars--and keep customers loyal for a lifetime

Traditionally, the competitive ace -in -the hole for smaller businesses has been their ability to provide more personalized service than their larger, arm's-length competitors. However, CRM initiatives and Web-based technologies now allow global businesses to appear and behave much "smaller" than in the past, leaving local businesses scrambling to uncover new areas of differentiation and competitive advantage.

Big Business Marketing for Small Business Budgets shows small business owners how to make the most of their limited marketing dollars by capturing the lifetime loyalty of their most valuable customers. This hands-on, how-to-do-it book features tricks and techniques of global marketers from Amazon.com to American Express that operations of all sizes can use to quickly and inexpensively:

Develop precise, personalized marketing programs
Incorporate the Internet with existing marketing activities
Collect and utilize valuable customer preference data for marketing "individually" to customers

In today's price-driven, "What's in it for me?" marketplace, developing and sustaining long-term customer relationships has become increasingly difficult for smaller businesses--but not impossible. Let Big Business Marketing for Small Business Budgets show you how to compete with your largest competitors--and adopt and adapt their well-researched tips and techniques to gain lifetime customers.

Contents

Understanding the Principles and Value of Lifetime Marketing

Why so many Marketing plans Fail-- Eight Primary Reasons
Mass Advertising versus Lifetime Advertising
The Principles of Lifetime Marketing

Getting to Know Tour Customers-Inside and Out

First thing first
Understanding Consumer Decision Processes
Identifying and connecting with Your Best Customers

Harnessing the Power of Communications to Build Relationships

Getting Personal in a Big Way
Using the Power of the Web for Lifetime Marketing
What's Missing in Marketing Four Ps

Building Your Lifetime Marketing Plan

Applying Lifetime Marketing Techniques to Traditional Communications Vehicles
Writing and Executing a Customer-Oriented Marketing Plan
Conclusion

L'auteur - Jeannette Maw McMurtry

Jeannette Maw McMurtry, MBA, is the principal of The McMurtry Group, which provides strategic and tactical marketing and public relations support to large and small businesses. McMurtry has been nationally recognized for innovative and results-generating campaigns that have helped businesses market for a lifetime by building brand equity and customer loyalty. Her work spans winning strategies and programs for organizations from sole proprietorships to Fortune 100 companies.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	Jeannette Maw McMurtry
Parution	05/05/2003
Nb. de pages	304
Format	18,5 x 23
Couverture	Broché
Poids	545g
Intérieur	Noir et Blanc
EAN13	9780071405973