Starting a Business All-In-One For Dummies

Book V

Marketing and Promotion

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Contents at a Glance

Chapter 1: Optimizing Your Marketing Program

Know Yourself, Know Your Customer

Finding Your Marketing Formula

Controlling Your Marketing Program

Refining Your Marketing Expectations

Revealing More Ways to Maximize Your Marketing Impact

Chapter 2: Strengthening Your Marketing Strategy

Finding and Riding a Growth Wave

Growing with a Market Expansion Strategy

Specializing with a Market Segmentation Strategy

Developing a Market Share Strategy

Designing a Positioning Strategy

Considering Other Core Strategies

Selling Innovative Products

Writing Down and Regularly Reviewing Your Strategy

Chapter 3: Taking Stock of Your Business Image

Making First Impressions

Auditing the Impressions Your Business Makes

Chapter 4: Forging Your Brand

What Brands Are and What They Do

Building a Powerful Brand

Your Market Position: The Birthplace of Your Brand

Conveying Your Position and Brand through Taglines

Balancing Personal and Business Brands

Maintaining and Protecting Your Brand

Chapter 5: Creating Marketing Communications That Work

Starting with Good Objectives

Developing Effective Marketing Communications

Making Media Selections

The Making of a ...