The Unofficial Guide to Marketing Your Small Business (Unofficial Guides) - Softcover

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MARCIA LAYTON TURNER received an MBA from the University of Michigan and worked at the Eastman Kodak Company before founding her own marketing consulting firm, Layton & Co. She serves as the small business expert for Small Business Advantage, hosted at the BusinessWeek website. She has written for and been featured in such publications as Money, Entrepreneur, USA Weekend, and Black Enterprise, and she is the author of several books, including Kmart's Ten Deadly Sins, Emeril! Inside the Amazing Success of Today's Most Popular Chef, and, most recently, The Unofficial Guide to Starting a Small Business, Second Edition.

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The inside scoop... for when you want more than the official line!

Whether you own an upscale boutique or a plumbing company, a design studio or a dog walking service, a wholesale business or a homey cafe, marketing is critical to your success. This guide helps you create a cost-effective, targeted marketing plan with a consistent image and message to build your customer base and your business. It covers traditional print and broadcast advertising, but since most small businesses can't afford spots in the Super Bowl, it turns you on to practical alternatives ranging from online marketing to on-site marketing, and from stuffers to telemarketing to sales promotions. This guide helps you determine how to get maximum marketing impact for minimum marketing dollars with:

• Vital Information on defining your target market and knowing your customers
• Money-Saving Techniques, including capitalizing on public relations and networking opportunities
• Time-Saving Tips for delegating selected marketing projects
• The Latest Trends in branding and in online marketing, including using e-zines, blogs, and podcasts
• Handy Checklists and Charts to help you implement and evaluate various marketing tactics