Average Reviews:
(More customer reviews)The authors begin the fourth edition of their book with a declarative statement: "Marketing means running a first-rate business and letting people know about it. Every action your company takes sends a marketing message." Clever ads, the authors suggest, are a waste of resources. Advertising is not effective for business building, customers lured by ads are fickle, and there are better ways to invest resources for business building. That said (Chapter 1: Advertising: The Last Choice in Marketing), the authors proceed to give us a comprehensive, practical, in-depth journey through a wide range of marketing strategies.
Topics covered include the physical appearance of your business, pricing, people treatment, openness and trust, educating prospective customers, demonstrating expertise, helping customers find you, dynamic interactive marketing, and use of the internet. A valuable section of this book deals with designing and implementing a marketing plan, the all-important work of organizing your strategy.
An appendix includes recommended reading, how to contact the authors for consulting help, and 21 worksheets to help you evaluate how you're doing. Good index. This book covers a lot of information-strategies and techniques-that will be valuable to any small or mid-sized business. I mention this broad-base value since the book is published by a firm that specializes in law books. Obviously, there's great value to law firms in these pages, but readers should not expect the book to be exclusive. In fact, the chapter on Creating a Calendar of Events uses examples of an interior design firm and a chiropractic clinic. Questionnaires and call-out boxes throughout the book help readers get the message and understand it.
The only negative I would share, which is minor, is the unusual page numbering system. Instead of starting with page 1 and continuing, as most books do, this book numbers the pages by chapters. Example 9/15, indicating the 15th page in chapter 9.
Useful as a read-through and as a reference book. A worthwhile read for anyone seeking to build a business without dumping a ton of money into advertising that won't produce a return.
Click Here to see more reviews about: Marketing Without Advertising: Inspire Customers to Rave About Your Business to Create Lasting Success, Fourth Edition
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:*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 businessThe 4th edition includes a new chapter on using interactive websites for marketing and selling online, and provides the latest marketing trends. It also covers "stealth marketing," building customer trust through openness and developing your customer base through personalized marketing efforts.
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