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Big business marketing for small business budgets

Author: Jeanette Maw McMurtry
Publisher: New York : McGraw-Hill, ©2003.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
"Big Business Marketing for Small Business Budgets" is based on research the author did while working for American Express, where she developed a program that measures the direct correlation between marketing and consumer purchasing. This toolkit provides small businesses and entrepreneurs the tools to truly understand their customers and develop a marketing plan to effectively and continually appeal to their  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
McMurtry, Jeanette Maw.
Big business marketing for small business budgets.
New York : McGraw-Hill, ©2003
(DLC) 2002152444
(OCoLC)50919865
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Jeanette Maw McMurtry
ISBN: 007142556X 9780071425568 0071405976 9780071405973 1280301252 9781280301254 6610301255 9786610301256
OCLC Number: 53206576
Description: 1 online resource (xiv, 304 pages)
Contents: Big Business Marketing For Small Business Budgets Part 1: Understanding the Principles and Value of Lifetime Marketing 1. Why So Many Plans Fail-Eight Primary Reasons 2. Mass Advertising versus Lifetime Advertising 3. The Principles of Lifetime Marketing Part 2: Getting to Know Your Customers-Inside and Out 4. First Things First 5. Understanding Consumer Decision Processes 6. Identifying and Connecting with Your Best Customers Part 3: Harnessing the Power of Communications to Build Relationships 7. Getting Personal in a Big Way 8. Using the Power of the Web for Lifetime Marketing 9. What's Missing in Marketing's Four Ps Part 4: Building Your Lifetime Marketing Plan 10. Applying Lifetime Marketing Techniques to Traditional Communications Vehicles 11. Writing and Executing a Customer-Oriented Marketing Plan 12. Conclusion
Other Titles: Small business budgets
Responsibility: by Jeanette Maw McMurtry.

Abstract:

Provides small businesses and entrepreneurs the tools to understand their customers and develop a marketing plan to appeal to their emotional and physical needs, keeping them for life. This toolkit  Read more...

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