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CITATION

McMurtry, Jeanette Maw. Big Business Marketing For Small Business Budgets. McGraw-Hill, 2003.

Big Business Marketing For Small Business Budgets

Authors: Jeanette Maw McMurtry

Published:  March 2003

eISBN: 9780071425568 007142556X | ISBN: 9780071405973
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  • Copyright
  • Contents
  • Acknowledgments
  • Introduction
  • Part 1 Understanding the Principles and Value of Lifetime Marketing
  • 1 Why So Many Marketing Plans Fail—Eight Primary Reasons
  • Eight Common Mistakes
  • Marketing That Gets Results
  • Reversing the Telescope
  • Why Are Relationships Important?
  • Getting Started—Lifetime Marketing Checklist
  • Worksheet: Is Your Marketing Program Set Up to Fail or Succeed?
  • 2 Mass Advertising versus Lifetime Advertising
  • The Fallacies of Mass Advertising
  • Advertising Waste
  • The Lifetime Marketing Difference
  • Getting Started—Lifetime Marketing Checklist
  • Worksheet: Is Your Advertising Generating Results?
  • 3 The Principles of Lifetime Marketing
  • Why Lifetime Marketing?
  • Becoming a Lifetime Business
  • Components of Lifetime Marketing
  • Calculating Lifetime Value (LTV)
  • The Power of Lifetime Marketing
  • Getting Started—Lifetime Marketing Checklist
  • Worksheet: How Close Are You to Becoming a Lifetime Business?
  • Part 2 Getting to Know Your Customers—Inside and Out
  • 4 First Things First
  • Analyzing Current Customers
  • Conducting Affordable Market Research
  • Learning from Relevant Reward Programs
  • Hosting Win-Win Special Events
  • Tracking Customer Information
  • Getting Started—Lifetime Marketing Checklist
  • Worksheet: Getting to Know Your Customers
  • 5 Understanding Consumer Decision Processes
  • Consumer Decision Process
  • Decision Involvement Levels
  • Influencing the Decision Process in Your Favor
  • Getting Started—Lifetime Marketing Checklist
  • Worksheet: Are You Directing Customers’ Decision Processes toward Your Brand or Waiting to See What Comes Your Way?
  • 6 Identifying and Connecting with Your Best Customers
  • Segmentation Methods
  • Dissecting the Segments
  • Getting Started—Lifetime Marketing Checklist
  • Worksheet: Create a Profile Matrix for Your Most Profitable and Valuable Segments
  • Part 3 Harnessing the Power of Communications to Build Relationships
  • 7 Getting Personal in a Big Way
  • Getting Personal with Service
  • Getting Personal with Rewards
  • Getting Personal with Promotions
  • Getting Personal with Communications
  • Personalizing Your Brand Image
  • Getting Started—Lifetime Marketing Checklist
  • Worksheet: How Personal Is Your Business?
  • 8 Using the Power of the Web for Lifetime Marketing
  • Personalization
  • Relevance
  • Value
  • Step 1: Defining Objectives
  • Step 2: Planning
  • Step 3: Developing a Strategy
  • Step 4: Integrating e-Commerce
  • Step 5: Personalizing Online Shopping
  • Step 6: Incorporating Loyalty-Building Strategies
  • Step 7: Tracking Visitors and Identifying Trends
  • e-Mail Marketing
  • Personalizing e-Mail
  • General e-Mail Tips
  • Getting Started—Lifetime Marketing Checklist
  • Worksheet: Defining Your Web Strategy
  • 9 What’s Missing in Marketing’s Four Ps?
  • Product
  • Place
  • Price
  • Promotion
  • Getting Started—Lifetime Marketing Checklist
  • Worksheet: How Customer-Oriented Is Your Business?
  • Part 4 Building Your Lifetime Marketing Plan
  • 10 Applying Lifetime Marketing Techniques to Traditional Communications Vehicles
  • Mass Advertising Guidelines
  • Public Relations
  • Direct Marketing
  • Getting Started—Lifetime Marketing Checklist
  • 11 Writing and Executing a Customer-Oriented Marketing Plan
  • Situation Analysis
  • Strengths, Weaknesses, Opportunities, Threats
  • Competitive Analysis
  • Marketing Goals
  • Objectives
  • Target Markets
  • Positioning
  • Key Messages
  • Actions
  • Measurement
  • Getting Started—Lifetime Marketing Checklist
  • 12 Conclusion
  • Quality
  • Integrity
  • Service
  • Employees
  • Communities
  • References
  • About the Author
  • Index