Description
In today's "What's in it for me?" world, developing and sustaining long-term customer relationships is as difficult as it is essential. Big Business Marketing for Small Business Budgets is the first fully integrated workbook/website package for identifying lucrative customers, categorizing them according to both needs and purchase readiness, and then creating specific marketing messages to capitalize on those needs. This hands-on, "how to do it" book provides small business owners and entrepreneurs with sample direct mail pieces, surveys, and more that can be adapted to virtually any situation or market. Readers will learn how to: -- Collect and manage valuable customer data -- Develop pinpoint personalized marketing programs -- Measure the effectiveness of specific marketing activities -- Skillfully incorporate the Internet with existing marketing activities
