PRACTICAL MARKETING AND PR FOR THE SMALL BUSINESS

PRACTICAL MARKETING AND PR FOR THE SMALL BUSINESS

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Description

Addressing the needs of small businesses and those with limited budgets, this handbook provides full coverage of all aspects of marketing and PR. It is written in a jargon-free style so that the non-expert can achieve maximum benefit.show more

Product details

  • Book | 320 pages
  • Kogan Page Ltd
  • London, United Kingdom
  • 0749426861
  • 9780749426866

Table of contents

Getting to grips with the concepts; who are your customers?; what is your product?; what is your market?; how to develop a competitive edge; image, identity and branding; the price is right; developing a public relations and marketing strategy; using the media; organizing a PR event; selling for profit; planning and writing effective promotional material; how to produce stunning publicity in-house; planning a local or trade campaign; putting photography into focus; getting the best from trade fairs, stalls and exhibitions; how to make a promotional video; press and other advertising opportunities; taking the junk out of direct mail; the Internet; other promotional tools and how to select the right one; market research; how to establish a customer care culture; how to have excellent internal and external communication; how to choose and use a public relations consultant; getting the best out of a designer; getting the best deal from a printer; using a market research consultancy; choosing an advertising agency.show more