Read e-book online The Unofficial Guide to Marketing Your Small Business PDF

By Marcia Layton Turner

ISBN-10: 0470105917

ISBN-13: 9780470105917

ISBN-10: 0471799076

ISBN-13: 9780471799078

From the writer of the profitable The Unofficial consultant to advertising what you are promoting, this useful advisor offers targeted details on cost-efficient, high-impact advertising ideas that produce near-immediate effects. Small companies want a quickly go back on their advertising investments, and this booklet exhibits the simplest how you can in attaining it. Small enterprise specialist Marcia Layton Turner places her wealth of industrial wisdom to paintings for company vendors who want effects now. The Unofficial advisor to advertising and marketing what you are promoting offers complete, undemanding assurance of every thing small and massive companies want to know concerning the important fundamentals of potent marketing.Marcia Layton Turner (Rochester, new york) is the founding father of her personal advertising consulting enterprise and a small company professional who has been profiled or quoted in such courses as funds, Entrepreneur, and united states Weekend. She is usually the writer of The Unofficial consultant to beginning a Small enterprise (0-7645-7285-7), from Wiley.

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Gov: Scan filings from public companies using the Securities and Exchange Commission’s EDGAR database. edu: Businesses interested in exploring opportunities, as well as competitors, outside the United States should check out this Web site for global guidance from Michigan State University’s Center for International Business Education and Research. Leonard Fuld, author of the book Competitor Intelligence, considered the bible of the field, suggests the following additional sources: ■ Industry directories ■ State corporate filings ■ Management biographies ■ Trade shows ■ Environmental-impact statements ■ Classified/help-wanted ads ■ Research and development sources ■ Buyers’ guides ■ City directories Keep in mind that it’s unlikely you’ll find exactly what you’re looking for all in one place—rarely is it that easy.

That’s important information for marketers, who may be overly focused on meeting customer needs. Obviously, consumers are buying for reasons other than just need. In fact, increasingly, people are buying experiences more than they are buying products or services. They aren’t just buying a car to get them from point A to point B, they’re buying a feeling of safety or luxury or prestige. Likewise, they don’t just buy a stuffed animal, they buy the experience of creating it and helping it come to life, as Build-a-Bear Workshops provide.

The first step in studying your competition is to create a list of all the companies you know or suspect may compete with you for your target customers. In fact, if you’re starting a new business, it may help to start with a list of types of businesses you think compete with yours, and then seek out company names within those categories—the phone book (in print or online) is always a good place to start if you are locally focused. Your competitors may be in the same industry or they may be in a totally different type of business but also offer your particular service or products.

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The Unofficial Guide to Marketing Your Small Business (Unofficial Guides) by Marcia Layton Turner


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