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<b>Introduction.</b> <p><b>Part I: Entering the World of Marketing.</b></p> <p>Chapter 1: Understanding the Marketing Process.</p> <p>Chapter 2: Putting Customers First.</p> <p>Chapter 3: Being Mindful of Market Forces.</p> <p>Chapter 4: Failing to Plan is Planning to Fail.</p> <p><b>Part II: Investing In Your Brand.</b></p> <p>Chapter 5: Brand Basics.</p> <p>Chapter 6: Creating Your Visual Brand Identity.</p> <p>Chapter 7: Brand You.</p> <p>Chapter 8: Creating a Grand Brand Experience.</p> <p><b>Part III: Getting Your Business in the Media.</b></p> <p>Chapter 9: Mastering the Basics of Advertising.</p> <p>Chapter 10: Developing Your Advertising Plan.</p> <p>Chapter 11: Getting the Message Out.</p> <p>Chapter 12: Mastering the Basics of Publicity.</p> <p>Chapter 13: Planning for Publicity Success.</p> <p><b>Part IV: Relationship Marketing.</b></p> <p>Chapter 14: Introducing Relationship Marketing.</p> <p>Chapter 15: Putting Relationship Marketing to Work.</p> <p><b>Part V: Marketing Online.</b></p> <p>Chapter 16: Discovering e-Marketing.</p> <p>Chapter 17: Developing a Great Website.</p> <p>Chapter 18: Driving Traffi c to Your Website.</p> <p><b>Part VI: The Part of Tens.</b></p> <p>Chapter 19: Ten Hypothetical Answers to the Customer Value Proposition Model.</p> <p>Chapter 20: Ten (or So) Marketing Do’s and Don'ts.</p> <p>Chapter 21: Ten Nifty Marketing Ideas That Won’t Bankrupt You.</p> <p><b>Part VII: Appendixes.</b></p> <p>Appendix A: Marketing Plan Template.</p> <p>Appendix B: Marketing Budget Template.</p> <p><b>Index.</b></p>

<p>Carolyn Tate is a small-business marketing expert with a passion for making marketing real for business owners. As a small-business operator herself, she's tried all the tactics in this book, so she knows what works and what doesn't. To find out more, visit www.connectmarketing.com.au.</p>

<p>Attract customers and ensure the ongoing success of your small business with this no-nonsense guide</p> <p>Whether you own a bakery or a boutique, a plumbing or a finance business, this book gives you straightforward strategies to find more prospects, build your customer base and secure market share. Small-business guru Carolyn Tate empowers you to apply hundreds of high-impact and creative ways to market your business without breaking the bank.</p> <ul> <li> <p>Know your target market — identify your ideal customers, and what, how and why they buy</p> </li> <li> <p>Develop business and marketing plans — learn how to create them and why they're so important</p> </li> <li> <p>Build effective databases — develop a database that creates business for you, without the headaches</p> </li> <li> <p>Solidify your branding — create a unique brand and keep it fresh and exciting</p> </li> <li> <p>Understand the power of advertising — assess if it's right for your business and how to pick the right strategies</p> </li> <li> <p>Master publicity — get your business in the media with the right message</p> </li> <li> <p>Implement relationship marketing — develop and maintain networks to create new opportunities</p> </li> <li> <p>Embrace websites and online marketing — build a website that drives customers to you, and use online tools and search engines to generate business</p> </li> </ul> <p>Open the book and find:</p> <ul> <li> <p>Easy steps to create a marketing plan</p> </li> <li> <p>Smart models to keep your marketing efforts focused</p> </li> <li> <p>Hypotheticals and true stories to demonstrate marketing tactics</p> </li> <li> <p>Great ways to develop and perfect your branding</p> </li> <li> <p>Methods to create fantastic advertisements</p> </li> <li> <p>Techniques to generate great publicity</p> </li> <li> <p>Clever ideas to build your business relationships</p> </li> <li> <p>Straightforward explanations of online marketing strategies</p> </li> </ul> <p>Learn to:</p> <ul> <li> <p>Create a great marketing plan for your small business</p> </li> <li> <p>Develop a powerful brand that's instantly recognisable</p> </li> <li> <p>Use advertising and publicity to grow your business</p> </li> <li> <p>Make the most of networking and online marketing</p> </li> </ul>

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