Marketing Without Advertising: Easy Ways to Build a Business Your Customers Will Love & Recommend

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Marketing Without Advertising: Easy Ways to Build a Business Your Customers Will Love & Recommend

Format:  Paperback,

398 pages

Edition: Revised

Publisher: Ingram Pub Services

Publish Date: Jun 2008

ISBN-13: 9781413306323

ISBN-10: 1413306322

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Book Information

The following content was provided by the publisher.
Make your business stand out without the cost of advertising

The best marketing you can do for your business is to concentrate on creating a high-quality operation that customers, employees and other businesspeople will trust, respect and recommend.

Marketing Without Advertising" teaches small business owners practical strategies to:

    encourage customers to spread the good word about your business attract new customers and gain their trust turn dissatisfied customers into loyal supporters list your products or services widely and inexpensively plan marketing events that will keep customers involved encourage the media to comment positively on your business

    The 6th edition is completely rewritten with and updated with real world examples and resources. It also discusses the latest marketing trends, such as international Internet marketing and blogs.

Specifications

Author:
Author:
Publisher: Ingram Pub Services
Publish Date: Jun 2008
ISBN-13: 9781413306323
ISBN-10: 1413306322
Format: Paperback
Number of Pages: 398
Shipping Weight (in pounds): 2.0
Product in Inches (L x W x H): 6.98 x 0.86 x 9.06

Chapter outline

Your Marketing Companionp. 1
Advertising: The Last Choice in Marketingp. 3
The Myth of Advertising's Effectivenessp. 5
Why Customers Lured by Ads Are Often Not Loyalp. 13
Why Dependence on Advertising Is Harmfulp. 14
Advertisers: Poor Company to Keepp. 16
Honest Adsp. 21
Brandingp. 23
Listings: "Advertising" That Worksp. 24
Personal Recommendations: The First Choice in Marketingp. 31
Cost-Effectivenessp. 33
Overcoming Established Buying Habitsp. 38
Basing Your Marketing Plan on Personal Recommendationsp. 39
When Not to Rely on Word of Mouth for Marketingp. 42
The Physical Appearance of Your Businessp. 47
Conform to Industry Normsp. 49
Your Business's Appearancep. 52
Fantasy: A Growing Part of Retail Marketingp. 60
The Test of Timep. 64
Pricingp. 67
Easy-to-Understand Pricesp. 68
Complete Pricesp. 70
Giving Customers Choice About Pricep. 74
Internet Pricingp. 77
How You Treat the People Around Youp. 81
Tracking Reputations via the Grapevinep. 82
How Employees Spread the Wordp. 84
Common Employee Complaintsp. 88
Handling Employee Complaintsp. 91
Finding Out What Employees Are Thinkingp. 93
Suppliersp. 97
Business Friends and Acquaintancesp. 102
Individuals Who Spread Negative Word of Mouth About Your Businessp. 106
Your Behavior in Publicp. 108
Openness: The Basis of Trustp. 111
Financial Opennessp. 113
Physical Opennessp. 117
Openness in Managementp. 119
Openness With Informationp. 120
Openness With Ideasp. 123
Deciding How to Educate Potential Customersp. 127
What Does Your Business Do?p. 128
Defining the Domains in Which Your Business Operatesp. 136
Providing Information on Businesses in Established Fieldsp. 139
Businesses in New or Obscure Fieldsp. 143
Whom to Educatep. 152
How to Let Customers Know Your Business Is Excellentp. 163
Tell Them Yourselfp. 165
Help Customers Judge for Themselvesp. 171
Giving Customers Authority for Your Claimsp. 184
Helping Customers Find Youp. 189
Finding Your Businessp. 191
Convenience of Accessp. 194
Signsp. 198
Telephone Accessibilityp. 198
Listing Your Services Creatively and Widelyp. 207
Getting Referrals From People in Related Fieldsp. 210
Trade Shows and Conferencesp. 213
Customer Recoursep. 219
Elements of a Good Recourse Policyp. 221
Designing a Good Recourse Policyp. 224
Telling Customers About Your Recourse Policyp. 228
Putting Your Recourse Policy in Writingp. 231
Marketing on the Internetp. 235
Business Uses of the Internet: Demystifiedp. 237
The Geographic Reach of the Internetp. 240
What to Put on Your Sitep. 243
Designing an Internet Sitep. 249
Interactivity and Customer Screeningp. 254
How to Help People Find You Onlinep. 257
International Marketingp. 263
Dynamic Interactive Marketingp. 271
Beginning Architecturep. 272
Attracting Customersp. 273
The Look and Feel of Your Sitep. 274
Pricingp. 276
eBay and Supplemental Outlet Sitesp. 280
Customer Educationp. 280
Customer Commentsp. 282
Securityp. 282
Podcastingp. 286
Video Clipsp. 286
Designing and Implementing Your Marketing Planp. 289
Your Marketing List: The "Who" of Your Marketing Planp. 290
How to Evaluate Your Listp. 292
Marketing Actions and Events: The "What" of Your Marketing Planp. 294
Direct Marketing Actionsp. 297
Parallel Marketing Actionsp. 310
Peer-Based Marketing Actionsp. 317
Creating a Calendar of Eventsp. 325
Marketing Calendar for an Interior Design Firmp. 327
Marketing Calendar for Jerry and Jess's New Chiropractic Clinicp. 329
Marketing Calendar for Lolly & Criggles-an eBay Children's Boutique Clothing Websitep. 336
Appendixp. 341
Indexp. 389

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