Barbara Findlay Schenck 
Small Business Marketing Kit For Dummies [EPUB ebook] 

Introduction 1
Part I: Getting Your Marketing Bearings 7
Chapter 1: Framing the Marketing Process 9
Chapter 2: All about Customers 19
Chapter 3: Seeing Your Product through Your Customers’ Eyes 35
Chapter 4: Sizing Up Competitors and Staking Out Market Share 53
Chapter 5: Setting Your Goals, Objectives, Strategies, and Budgets 63
Part II: Laying the Foundation for Marketing Success 75
Chapter 6: Taking Stock of Your Business Image 77
Chapter 7: Forging Your Brand 91
Chapter 8: Creating Marketing Communications That Work 107
Chapter 9: Hiring Help When You Need It 125
Part III: Marketing in a Screen-Connected World 139
Chapter 10: Establishing an Online Presence 141
Chapter 11: Getting Interactive with Social Media 159
Chapter 12: Packaging Your Message for Blogs and Other Online Channels 179
Part IV: Getting the Word Out with Ads, Mailers, Promotions, and Publicity 193
Chapter 13: Creating and Placing Print and Outdoor Ads 195
Chapter 14: Broadcasting Your Message on Radio, TV, and Online 213
Chapter 15: Snail-Mailing and E-Mailing Your Customers Directly 227
Chapter 16: Brochures, Promotions, Trade Shows, and More 245
Chapter 17: Public Relations and Publicity 265
Part V: Winning and Keeping Customers 281
Chapter 18: Making Impressions through Networking and Presentations 283
Chapter 19: Making the Sale 295
Chapter 20: Enhancing Customer Service and Developing Loyalty 307
Part VI: The Part of Tens 323
Chapter 21: Ten Questions to Answer before Choosing a Business Name 325
Chapter 22: Ten Ways to Attract People to Your Business Online 329
Chapter 23: Ten Steps to a Great Marketing Plan 335
Appendix: About the CD 341
Index 349

Barbara Findlay Schenck has been a marketing consultant for more than 20 years, with clients ranging from small businesses to Fortune 500 companies. In addition to her experience as a small business strategist, she’s also a bestselling author and nationally syndicated columnist. Visit her website at www.bizstrong.com.