TY  - BOOK
AU  - Goldstein,Beth
TI  - The ultimate small business marketing toolkit: all the tips, forms, and strategies you'll ever need ; includes CD-ROM with 50 customizable forms 
SN  - 0071477187 (alk. paper)
U1  - 658.8 
PY  - 2007///
CY  - New York [u.a.]
PB  - McGraw-Hill
KW  - Marketing
KW  - Management
KW  - Small business marketing
N1  - Introduction and overview -- Milestone one: How well do you know yourself and your customers? -- Are you ready? business vision & the entrepreneur -- Developing a customer profile -- Determining customer lifetime value -- Milestone two: Research on an entrepreneur's budget -- Turning data into knowledge -- Primary research: surveys get you to the source -- Improving the reliability of your data -- Milestone three: Looking outward then in -- Secondary research: what's happening in your world? -- Everybody's got options: competition, substitutes & inertia -- What are you really good at doing? -- Milestone four: seize the opportunities -- Identifying partnership strategies -- Breaking new ground -- Milestone five: pick your tools: the marketing mix -- Building a brand: perception is reality -- Marketing in action -- The power of the web -- Milestone six: Why entrepreneurs must know how to sell -- Personal selling skills -- Networking -- Elevator pitches -- Milestone seven: Relationship management -- The sales process: tips and strategies for success -- Managing your sales cycle -- Milestone eight: Turning your business vision into reality -- Laying a foundation: your marketing plan -- Passion as a strategy -- Conclusion: execute, execute, execute -- About the author
UR  - http://catdir.loc.gov/catdir/enhancements/fy0708/2007004626-b.html
UR  - http://www.gbv.de/dms/hbz/toc/ht015287865.pdf
UR  - http://catdir.loc.gov/catdir/enhancements/fy0708/2007004626-d.html
UR  - http://catdir.loc.gov/catdir/toc/ecip0710/2007004626.html
ER  -