Whether you're setting up shop or already have your business off the ground, you need proven marketing strategies that get new customers in the door and keep them coming back. The Ultimate Small Business Marketing Toolkit gives you the resources to do just that, with a wide variety of cost-effective marketing techniques you can use to turn your business vision into reality. Packed with dozens of worksheets, real-life examples, and step-by-step instructions, this all-in-one resource guides you through eight easy-to-follow marketing milestones. Armed with the tools in this book and on the CD-ROM, you'll be ready to: Develop targeted customer profiles using affordable market research techniques, Get inside the heads of customers and learn what makes them tick, Navigate your marketplace and turn obstacles into opportunities, Establish winning partnerships that support your company's growth, Sell your brand to the world using brochures, Web sites, direct mail, and advertising. Book jacket. Distributed by Syndetic Solutions, Inc.

Beth Goldstein, founder of Marketing Edge Consulting Group, LLC Distributed by Syndetic Solutions, Inc.

Acknowledgments	v
Author's Note	vii
Introduction	ix
Milestone 1 How Well Do You Know Yourself and Your Customers?	1
Chapter 1 Are You Ready? Business Vision and the Entrepreneur	2
Chapter 2 Developing a Customer Profile	18
Chapter 3 Determining Customer Lifetime Value	34
Milestone 2 Research on an Entrepreneur's Budget	51
Chapter 4 Turning Data Into Knowledge	52
Chapter 5 Primary Research: Surveys Get You to the Source	69
Chapter 6 Improving the Reliability of Your Data	82
Milestone 3 Looking Outward, Then In	101
Chapter 7 Secondary Research: What's Happening in Your World?	102
Chapter 8 Everybody's Got Options: Competition, Substitutes, and Inertia	121
Chapter 9 What Are you Really Good at Doing?	133
Milestone 4 Seize the Opportunities	149
Chapter 10 Identifying Partnership Strategies	150
Chapter 11 Breaking New Ground	164
Milestone 5 Pick Your Tools: The Marketing Mix	175
Chapter 12 Building a Brand: Perception is Reality	176
Chapter 13 Marketing in Action	188
Chapter 14 The Power of the Web	204
Milestone 6 Why Entrepreneurs Must Know How to Sell	217
Chapter 15 Personal Selling Skills	218
Chapter 16 Networking	230
Chapter 17 The Elevator Pitch	246
Milestone 7 Relationship Management	257
Chapter 18 The Sales Process: Tips and Strategies for Success	258
Chapter 19 Managing your Sales Cycle	272
Milestone 8 Turning Your Business Vision into Reality	285
Chapter 20 Laying the Foundation for a Marketing Plan	286
Chapter 21 Passion as a Strategy	305
Conclusion	315
Index	317

Distributed by Syndetic Solutions, Inc.