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Marketing Without Advertising (2nd Ed.) epub

by Salli Rasberry,Mary Randolph,Michael Phillips


Marketing Without Advertising (2nd Ed.) epub

ISBN: 0873373693

ISBN13: 978-0873373692

Author: Salli Rasberry,Mary Randolph,Michael Phillips

Category: Business books

Subcategory: Marketing & Sales

Language: English

Publisher: Nolo; Subsequent edition (June 1, 1998)

Pages: 240 pages

ePUB book: 1424 kb

FB2 book: 1493 kb

Rating: 4.9

Votes: 419

Other Formats: txt doc azw lit





Marketing Without Advertising (2nd E. Paperback – June 1, 1998. If you do decide to go it alone you will find your local bookstore or library has shelves full of books that claim to guide you through the stormy seas of the business world.

Marketing Without Advertising (2nd E. by. Michael Phillips (Author). Find all the books, read about the author, and more. Are you an author? Learn about Author Central. This book is somewhat unique in that it takes the view you can, and in many cases that you should, do your marketing without advertising. The authors feel that many of the claims of the American advertising industry are, in fact, monstrous myths.

This book teaches small business owners to the secrets to making a business dazzle. it provides practical advice on how to attract new customers, satisfy the regulars, and turn dissatisfied one-timers into loyal supporters. It details strategic methods for effective pricing, customer education, improving store appearance, "spreading the word" and utilizing the internet - both for marketing and direct sales. A must-have for any small business owner!" Download (pdf, 951 Kb) Donate Read. Epub FB2 mobi txt RTF. Converted file can differ from the original.

Michael Phillips, Salli Rasberry, Mary Randolph, Mary Randolph. No book, software or other published material is a substitute for personalized advice from a knowledgeable lawyer licensed to practice law in your state. New printings reflect minor legal changes and technical corrections.

Arthur C. Nelson P. FAICP, John Randolph PhD, James M. McElfish J. Joseph M. Schilling, Jonathan Logan, LLC Newport Partners - Environmental Regulations and Housing Costs. Dr. Arthur C. Schilling, Jonathan Logan, LLC Newport Partners. Читать pdf. John Randolph PhD, Gilbert M. Masters - Energy for Sustainability - Technology, Planning, Policy.

Поиск книг BookFi BookSee - Download books for free. Michael Phillips, Salli Rasberry, Mary Randolph, Mary Randolph. Marketing Without Advertising: Easy Ways to Build a Business Your Customers Will Love and Recommend. Michael Phillips, Salli Rasberry. 951 Kb. The Magnetic Field of the Earth: Paleomagnetism, the Core, and the Deep Mantle (1996)(2nd e. (en).

Marketing Without Advertising: Inspire Customers To Rave About Your Business & Create Lasting Success. by Michael Phillips and Salli Rasberry.

Michael Phillips, Salli Rasberry. Marketing Without Advertising: Easy Ways to Build a Business Your Customers Will Love and Recommend by. A must-have for any small business owner!" Categories: Business\Marketing: Advertising. Издание: 2nd. Язык: english. by Michael Phillips, Salli Rasberry. ISBN 9780873373692 (978-0-87337-369-2) Softcover, Nolo, 1998.

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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:

* attract new customers and build trust * encourage customer recommendations * improve customer service and turn even dissatisfied customers into active supporters of the business * list products and services widely and inexpensively * plan marketing events that will keep customers involved * use the Internet to market services and products

This essential book will help you market your business with common sense, not piles of cents.

I'm already a fan of the authors. Timeless advice.
It is often observed that creative people, such as inventors and entrepreneurs, seem to have been cast in a mold different from the mold that produces successful business people. Therefore, when creative people decide to market their own product, it is wise to have at least one associate who is business wise.

If you do decide to go it alone you will find your local bookstore or library has shelves full of books that claim to guide you through the stormy seas of the business world. This book is somewhat unique in that it takes the view you can, and in many cases that you should, do your marketing without advertising.

The authors feel that many of the claims of the American advertising industry are, in fact, monstrous myths. They support their claim by citing that of the 11 million non-farm businesses in the United States, 36% do no advertising at all, but rely on "personally knowing their customers, on their reputation, and sometimes on salespeople or commissioned representatives". Another 70% are one-person firms that rely mainly on personal recommendations. It should be noted that the authors, for the purposes of this book, exclude yellow page listings, directories, and trade shows from their definition of "advertising."

They caution that with a retailer or wholesaler that "it is almost never worth signing an exclusive agreement of any sort". They assert: "Never let short-term greed get in the way of long-term good business practices".

On the subject of intellectual property, such as patents, copyrights, designs, and trade secrets, it is often better to license, share the ownership, than to attempt to maintain a monopoly. They cite how often even the largest and most powerful firms have lost out when firms, such as Phillips for example, gave reasonable licenses to almost anyone manufacturing audio tapes.

The chapter on marketing on the Internet cautions that we, as Americans, have a boundless faith in the future of technology and therefore seduce ourselves into believing the Internet will solve all our marketing problems. After all, is it not "free" and it makes your message available to the entire world?

They point out some products and some people may not fit the Web site method of marketing. For example, you may have a product that must be physically examined to make the sale or you may have a service that is so specialized that your clients seek you out. They urge you "to keep in mind that for many businesses having a Web site is like having vanity plates for your car".

If you do decide on going the Internet route, they suggest you consider two key facts. One, you may be one of 30 listed in your local yellow pages, but you may be one of 9,000 on the Internet. To stand out they suggest imagining trying to "make it into The Guiness Book of World Records", that is, make yourself unique and desirable above all others. Two, if the nature of your business is necessarily local, point it out clearly by a map and with words.

While the cost of a net site can be low, they caution gimmicks can be costly in time and money. They quote one expert in the field as advising that it is better to have a "few thousand loyal customers" than "a million new people visit each month and never return".

The authors give suggestions on how to get covered by search engines. They especially note the importance of selecting good key words to avoid being lost in the oceans of words spewed out by hundreds of thousands of firms in similar fields.

The appendix of this book contains 21 worksheets that will help you analyze your business, your customers, and will aid you in planning your marketing efforts. This book is a down-to-earth, hands-on book, by two people with vast small business experience and they have the ability to convey their hard-earned knowledge without pretentious theories, graphs, and other technobabble.

A real pleasure to read, a very low price, and a chance to view marketing and advertising from a different perspective than the conventional one.
The first couple of chapters set the tone for this novel book. Chapter 1 is called "Advertising: The Last Choice in Marketing." Chapter 2 is called "Personal Recommendation: The First Choice in Marketing." Need we say more? Probably not, but it is refreshing to see a marketing book that deals with such basic elements as trust, helping people, and educating customers. Particularly for the small business, these discussions are invaluable. Yes, there's also the (sigh) chapter on Internet marketing, and chapter on the marketing plan. Even those items are put in the proper perspective. One would think the authors, with 50,000 copies in print of the first edition of their book, might have some say in the title. But no, the publishers rejected the author's choice of title: "It Worked for Jesus!" Copyright 1998,Michael Pellecchia.
Put your customers to work they will love doing--singing your praises to their circles of influence.
Read this book to build your word-of-mouth business referrals. The authors offer solid common sense coaching on how to run the kind of business that attracts customers from first impression to lasting impression.
Methodically, from the inside out, they coach you to analyze every aspect of your business image and take the action necesary to reach the level of quality and service that brings in the coveted word-of-mouth referrals that are the lifeblood of successful businesses.
The authors of this book cut right to the chase. This isn't just a book about marketing. They tell you what common mistakes people make when running a small business and how to fix them.
I attended a presentation by Terry Matthews, the CEO of March Networks and one of the wealthiest men in Canada. It was interesting to hear him describe many of the same techniques outlined in this book and how he used them in the 70's to make his fortune manufacturing telephone equipment.
The book is written in such a way that it only takes a few hours to read, but the concepts stay with you for a long time.
Yes, this book does have good ideas on each page as others have stated; however, many are neither unique nor original. I got more out of Levinson's books.
This was written in 1997, and needs to be updated. Truly a disappointment.