Big Business Marketing For Small Business Budgets

by Jeanette Maw McMurtry

Overview

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.

Product Details

ISBN-13:	9780071425568
Publisher:	McGraw Hill LLC
Publication date:	03/22/2003
Sold by:	Barnes & Noble
Format:	eBook
Pages:	256
File size:	4 MB

About the Author

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.

Table of 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