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Small Business Marketing For Dummies, by Barbara Findlay Schenck
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Having your own business isn’t the same as having customers, and one is useless without the other. Whether your business is a resale store or a high-tech consulting firm, a law office or a home cleaning service, in today’s competitive environment, strategic marketing is essential.
Small Business Marketing For Dummies, Second Edition is updated from the original version that won rave reviews and inspired thousands of small businesses on their way to becoming big businesses. Updates include more information on online marketing, a whole new section on getting and keeping customers, new cost-effective, fast-acting ideas for instant impact, and more. The book covers:
- Marketing basics that prepare you to rev up your business and jumpstart your marketing program
- Information to help you define your business position and brand
- Advice on bringing in professionals
- A quick-reference guide to mass media and a glossary of advertising jargon
- How-tos for creating print and broadcast ads that work
- Ideas for getting the word out without advertising, including information on direct mail, brochures, publicity, promotions, and more
- Ten steps to follow to build your own easy-to-assemble marketing plan
With pages of ideas for low-cost, high-impact marketing from author Barbara Findlay Schenck, a marketing consultant with more than 20 years experience with clients ranging from small businesses to Fortune 500 companies, Small Business Marketing For Dummies, Second Edition helps you reach and keep new customers. Whether you’re running a home office, a small firm, a family business, a nonprofit organization, or a retail operation, you’ll discover how to:
- Custom design your own marketing program
- Create effective marketing messages
- Produce marketing communications that work
No matter what field you’re in, Small Business Marketing For Dummies, 2nd Edition will help you make your dreams come true. If you buy it, read it, and implement some of the marketing strategies discussed, customers will come.
- Sales Rank: #517193 in Books
- Brand: Brand: For Dummies
- Published on: 2005-02-04
- Original language: English
- Number of items: 1
- Dimensions: 9.22" h x .85" w x 7.40" l, 1.23 pounds
- Binding: Paperback
- 384 pages
- Used Book in Good Condition
Review
"...easy-to-implement solutions. 4 1/2 stars." -- Paul Tulenko, Scripps Howard News Service, August 7, 2005
From the Publisher
Praise for Small Business Marketing for Dummies
"Barbara Schenck's Small Business Marketing For Dummies threads the needle between sky-high strategy and ground-level tactics..."
--Gene Kincaid, Instructor, Department of Advertising, University of Texas at Austin
"Barbara’s effervescent, can-do spirit permeates this book, which is like a 4-year degree in marketing..."
--Bob Boylan, Executive Presentation Consultant and Author, President/Owner of Successful Presentations
"Go ahead, clear your shelf of all other marketing books. From now on you only need one and this is it!"
-- Robert L. Newhart II, CEO, Oregon Innovation Center
"It’s fun to read Barbara Schenck. But more than fun, it’s enlightening to read Barbara Schenck."
-- Dan Lufkin, Co-founder, Donaldson, Lufkin & Jenrette, Inc.
"Business is war. The book gives entrepreneurs the ammunition they need to survive -- and thrive."
-- Riva Lesonsky, Entrepreneur Magazine
From the Back Cover
Use the Internet to spread the word about your business
Harness the power of marketing and watch your business grow
If you want your small business to grow, you need a marketing strategy that works. But how do you get people to notice your business without spending a fortune? Packed with savvy tips for low-cost, high-impact campaigns, this friendly guide is your road map to a great marketing campaign, from ads and direct mail to public relations and the Internet.
Discover how to:
- Develop the right marketing strategy
- Establish your position and brand
- Create effective advertising campaigns
- Generate publicity and word-of-mouth
- Maximize Internet marketing opportunities
Most helpful customer reviews
41 of 42 people found the following review helpful.
Take it from a dummy: This book works!
By George Engebretson
As a card-carrying dummy, I opened "Small Business Marketing for Dummies" with high hopes. I wasn't disappointed: in great detail and in plain English, Barbara Findlay Schenck has produced an exhaustive, fact-packed, thoroughly enjoyable guide to marketing. While I've picked up a few tricks of the trade during my ten years in retail/distribution, both as a sole proprietor and in a partnership, Schenck's book shows me how much more I have to learn in this wide and fascinating arena. Besides serving as a powerful motivator, "Small Business Marketing for Dummies" is long on specifics: the hows and whys of reaching customers and bringing them back for more. The book's Internet chapters, for example, are chock full of Web sites and strategies completely new to me. Having read many other marketing resources over the years, I can say without equivocation that this one comes closest to being a bible of the genre. Even the most clueless among us can use the book as a kind of in-house consultant, an easy, expert guide through the labyrinth of marketing a small business.
21 of 22 people found the following review helpful.
Not just for dummies!
By lifjoy
Don't let the title mislead you. Even if you already have a background in marketing, you'll love this book-- I did.
Barbara Schenck clearly explains the jargon, terminology, value, and implementation details of each facet of marketing, using real-world (and often humorous) examples. This book is so accessible to non-marketeers that our company has made Chapter 21 (Customer Service) required reading for each member of our team.
This book is empowering, informative, inspirational. If you're rethinking your marketing (and what business isn't constantly obsessed with satisfying their customers), then make this book your road map. As instructed by the simple exercises in each chapter, I took notes while making my way through the book. Then following the instructions in the final chapters, I was able to create a Marketing Plan in just a few hours. I found the process invigorating, and our clients can already feel our enthusiasm-- and we haven't even started implementing yet!
3 of 3 people found the following review helpful.
Great guide for marketing your services
By Amazon Customer
I'm a big fan of this line of books. This one is great even if you work for a large company...but it's specifically for small business owners. I liked it becaue it offered easy to implement ideas and suggestions for marketing your business and growing sales. Marketing can be incredible fun if you let yourself enjoy it and this book offers some sound advice for those who want to try integrating things themselves without paying an outside consultant big bucks.
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