Edited by Joanne Y. Cleaver and the CCH Consumer Media Group
222 pages -- 7" x 10"
Creating loyal customers is the top priority for small business owners. Find & Keep Customers for Your Small Business addresses this situation by providing readers with clear-language, no-nonsense information on how to find a profitable niche; research and develop a realistic marketing plan; sell, price, communicate and compete in today's rapidly changing marketplace; and understand the advantages and requirements of electronic commerce.
This useful book from the award-winning, online CCH Business Owner’s Toolkit™ series guides small business owners through the entire marketing cycle of successfully creating and keeping new customers.
Through hundreds of practical tips, examples and ideas, readers will learn to:
Simply put, the key to finding and keeping customers is solving customers' problems and getting them to see the benefits of using your solutions. By using this book, you will learn how to target your time, money and energy toward those prospects who will offer you the highest chances for long-term success.
Table of Contents
PART I: DEVELOPING A MARKETING MINDSET
Chapter 1: Overview: The Marketing Challenge
Chapter 2: Analyzing the Market Environment
Chapter 3: Finding Your Target Market
Chapter 4: Building a Plan To Reach Your Market
PART II: FROM PLANS TO ACTIONS
Chapter 5: Developing, Refining and Branding Your Product
Chapter 6: Packaging and Pricing Your Product
Chapter 7: Choosing Distribution Methods
Chapter 8: Sales and Customer Relations
Chapter 9: Promotions and Advertising
Chapter 10: Media, Community and Professional Relations
Chapter 11: Are You Getting What You're Paying For?