MARC Record from Library of Congress

LEADER: 02125cam a22002538a 4500
001 2007004626
003 DLC
005 20070227144518.0
008 070201s2008 nyu 000 0 eng
010 $a 2007004626
020 $a0071477187 (alk. paper)
040 $aDLC$cDLC$dDLC
050 00 $aHF5415.13$b.G58 2008
082 00 $a658.8$222
100 1 $aGoldstein, Beth.
245 14 $aThe ultimate small business marketing toolkit /$cby Beth Goldstein.
260 $aNew York :$bMcGraw-Hill,$cc2008.
263 $a0709
300 $ap. cm.
505 0 $aIntroduction 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.
650 0 $aMarketing$xManagement.
650 0 $aSmall business$xMarketing.
856 42 $3Contributor biographical information$uhttp://www.loc.gov/catdir/enhancements/fy0708/2007004626-b.html
856 42 $3Publisher description$uhttp://www.loc.gov/catdir/enhancements/fy0708/2007004626-d.html