Chapter 21 Speaking Up For Your Business “It’s good for business because the more information and knowledge you give your customers, the more they appreciate it.” Chapter 22 Tune Your Company’s Publicity Machine To Stay In The News “Dealing with paparazzi and signing autographs is a small price to pay for frequent press coverage that will help build your company’s business.” About Dave Donelson
Chapter 17 Social Media Marketing Three Ways: Facebook, Twitter, and LinkedIn “Your business can establish a two-way dialogue with customers that reinforces your marketing message.”
Chapter 18 Specialty Market Case Study: Automotive Aftermarket “You can use tried-and-true marketing tactics like showing off your work to car owners at neighborhood cruise-ins but the main thing is to go after the business.” Chapter 19 Specialty Market Case Study: Sports Team Sponsorships Rewards and Regrets “The marketing essence of sponsorships--whether you put your money into race teams or the PTA bake sale--is the endorsement value that the investment gives you.” Chapter 20 Business To Business Marketing - Beyond the Price Sheet “You should market to other companies much the same way you market to consumers: with a combination of advertising and personal selling.”
Chapter 14 Specialty Market Case Study: Sportswear, Speedwear, and Other Profitable Threads “Making a profit in the rag trade isn’t automatic.” Chapter 15 Marketing in Cyberspace: Not A Buck Rogers Idea “The website is essentially another complete business location.” Chapter 16 Blogging And Social Media—Other Online Marketing Options “If putting your business into cyberspace has seemed like more trouble than it’s worth, maybe now is the time to reconsider your decision.”
Chapter 11 The Magic of Pricing “Setting prices is part art and part science with maybe a little management magic thrown in for good measure.” Chapter 12 Specialty Market Case Study: Artists And Their Prices “There may be a price so high the customer won’t pay it, but patrons seldom buy a piece of art just because it’s cheap.” Chapter 13 Two Ways To Compete Without Chopping Prices “As long as we’re promoting quality and being fair about pricing, I don’t worry too much about our competitors.”
Chapter 10 Case Study: Schweser’s Little Stores On The Prairie “In today’s big-box world, the 125-year-old chain of women’s clothing stores has beaten the odds by staying true to its roots.”
Chapter 7 First Impressions “Take a look around and try to see the place the way customers see it.” Chapter 8 Welcome All Newbies “Remember what it was like when you went onto the field for your very first Little League tryout?” Chapter 9 Beat The Big Box “Because you know your customers as people, you better understand exactly what turns them on.”
Chapter 4 How Niche Is Your Market? “Serving a special market successfully requires paying particular attention to customer communication.” Chapter 5 Seven Ways To Wow Your Customers “Surprises work really well when they come later, after the customer has started to forget the last time they did business with you.” Chapter 6 Specialty Market Case Study: Selling To Off-Roaders “The amount of time we spend with the customer is our competitive advantage.”
Chapter 3 Case Study: Conwin Carbonic Inflates An Industry “Conwin transformed itself from a product-driven industrial operation to a customer-driven marketing company.”
About This Book Chapter 1 Marketing With A Capital “P” “Before you make any decisions about price, or which products to sell, or what ads to run, take a good hard look at your customers as people.” Chapter 2 How Many Baskets For How Many Eggs? “An emotion-free analysis of each segment of the business is a good place to start.”