Big Business Marketing for Small Business Budgets
"Big Business Marketing for Small Business Budgets" is based on research the author did while working for American Express, where she developed a program that measures the direct correlation between marketing and consumer purchasing. This toolkit provides small businesses and entrepreneurs the tools to truly understand their customers and develop a marketing plan to effectively and continually appeal to their emotional and physical needs, keeping them for life.
- Paperback | 256 pages
- 188 x 233 x 15mm | 548g
- 01 Apr 2003
- McGraw-Hill Education - Europe
- McGraw-Hill Inc.,US
- New York, United States
- English, Multiple languages
Table of contents
Big Business Marketing For Small Business Budgets Part 1: Understanding the Principles and Value of Lifetime Marketing 1. Why So Many Plans Fail-Eight Primary Reasons 2. Mass Advertising versus Lifetime Advertising 3. The Principles of Lifetime Marketing Part 2: Getting to Know Your Customers-Inside and Out 4. First Things First 5. Understanding Consumer Decision Processes 6. Identifying and Connecting with Your Best Customers Part 3: Harnessing the Power of Communications to Build Relationships 7. Getting Personal in a Big Way 8. Using the Power of the Web for Lifetime Marketing 9. What's Missing in Marketing's Four Ps Part 4: Building Your Lifetime Marketing Plan 10. Applying Lifetime Marketing Techniques to Traditional Communications Vehicles 11. Writing and Executing a Customer-Oriented Marketing Plan 12. Conclusion
About Jeanette Thomas McMurtry
For nearly 20 years, Jeanette Thomas McMurtry has been helping business of all sizes develop and execute successful marketing strategies for building brand equity and lifetime sales among key customers. Her experience includes positions at American Express, Ketchum Communications Worldwide, DDB Needham, Intermountain Health Care and most recently a high-tech start-up in the elearning industry. McMurtry now is the principal of Thomas McMurtry & Associates, a marketing consultancy, which provides strategic and tactical marketing support to such clients as American Express and Arthur Andersen, as well as several medium and small businesses in various fields. She frequently presents at national trade shows and conferences, most recently the Computer Training World 2000 in San Francisco. She has earned accreditation in public relations by the Public Relations Society of America.