"Marketing Without Advertising. Easy Ways to Build a Business Your Customers Will Love&Recommend" by M.Phillips, S.Rasberry

The 6th edition is completely rewritten with and updated with real world examples and resources. It also discusses the latest marketing trends, such as international Internet marketing and blogs.

Marketing Without Advertising teaches small business owners practical strategies to: encourage customers to spread the good word about your business attract new customers and gain their trust turn dissatisfied customers into loyal supporters list your products or services widely and inexpensively plan marketing events that will keep customers involved encourage the media to comment positively on your business



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.

Table of Contents
Your Marketing Companion
1 Advertising: The Last Choice in Marketing
The Myth of Advertising’s Effectiveness
Why Customers Lured by Ads Are Often Not Loyal
Why Dependence on Advertising Is Harmful
Advertisers: Poor Company to Keep
Honest Ads
Branding
Listings: “Advertising” That Works
2 Personal Recommendations: The First Choice in Marketing
Cost-Effectiveness
Overcoming Established Buying Habits
Basing Your Marketing Plan on Personal Recommendations
When Not to Rely on Word of Mouth for Marketing
3 The Physical Appearance of Your Business
Conform to Industry Norms
Your Business’s Appearance
Fantasy: A Growing Part of Retail Marketing
The Test of Time
4 Pricing
Easy-to-Understand Prices
Complete Prices
Giving Customers Choice About Price
Internet Pricing
5 How You Treat the People Around You
Tracking Reputations via the Grapevine
How Employees Spread the Word
Common Employee Complaints
Handling Employee Complaints
Finding Out What Employees Are Thinking
Suppliers
Business Friends and Acquaintances
Individuals Who Spread Negative Word of Mouth About Your Business
Your Behavior in Public
6 Openness: The Basis of Trust
Financial Openness
Physical Openness
Openness in Management
Openness With Information
Openness With Ideas
7 Deciding How to Educate Potential Customers
What Does Your Business Do?
Defining the Domains in Which Your Business Operates
Providing Information on Businesses in Established Fields
Businesses in New or Obscure Fields
Whom to Educate
8 How to Let Customers Know Your Business Is Excellent
Tell Them Yourself
Help Customers Judge for Themselves
Giving Customers Authority for Your Claims
9 Helping Customers Find You
Finding Your Business
Convenience of Access
Signs
Telephone Accessibility
Listing Your Services Creatively and Widely
Getting Referrals From People in Related Fields
Trade Shows and Conferences
10 Customer Recourse
Elements of a Good Recourse Policy
Designing a Good Recourse Policy
Telling Customers About Your Recourse Policy
Putting Your Recourse Policy in Writing
11 Marketing on the Internet
Business Uses of the Internet: Demystified
The Geographic Reach of the Internet
What to Put on Your Site
Designing an Internet Site
Interactivity and Customer Screening
How to Help People Find You Online
International Marketing
12 Dynamic Interactive Marketing
Beginning Architecture
Attracting Customers
The Look and Feel of Your Site
Pricing
eBay and Supplemental Outlet Sites
Customer Education
Customer Comments
Security
Podcasting
Video Clips
13 Designing and Implementing Your Marketing Plan
Your Marketing List: The “Who” of Your Marketing Plan
How to Evaluate Your List
Marketing Actions and Events: The “What” of Your Marketing Plan
Direct Marketing Actions
Parallel Marketing Actions
Peer-Based Marketing Actions
14 Creating a Calendar of Events
Marketing Calendar for an Interior Design Firm
Marketing Calendar for Jerry and Jess’s New Chiropractic Clinic
Marketing Calendar for Lolly & Criggles—an eBay Children’s Boutique Clothing Website
A Appendix
Index







–-