Table Of Content

by Barbara Findlay Schenck Marketing Consultant Small Business Marketing FOR DUMmIES ‰ 2ND EDITION 01_578391 ffirs.qxd 12/28/04 8:55 PM Page v 01_578391 ffirs.qxd 12/28/04 8:55 PM Page iv Praise for “Small Business Marketing For Dummies” “Schenck writes with the authority of a woman who has been advising clients for 20 years. . . . Marketing issues are presented as real-world problems with real-world solutions. Entrepreneurs of all sizes should be able to identify strategies they can use immediately.” — Business Week “Barbara Schenck’s Small Business Marketing For Dummies threads the needle between sky-high strategy and ground-level tactics — the space every small business owner experiences daily and sometimes hourly. Most importantly, Barbara isn’t afraid to drive stakes in the ground with business ratios, average costs, and response rates that deliver practical value at both levels.” — Gene Kinkaid, Instructor, Department of Advertising, University of Texas at Austin “Barbara’s book is like a 4-year degree in marketing packaged by a person who has been there, done that. Her understandable and realistically actionable advice gives you the street smart steps to do the right things. This book is a shining testimony to clarity, crispness, and advice you can remember and act on.” — Bob Boylan, Executive Presentation Consultant and Author, President/Owner of Successful Presentations “Go ahead, clear your shelf of all other marketing books. From now on you only need one, and this is it! The accuracy and detail of this concise volume is remarkable. This book reads like you’re getting the real scoop from a trusted friend — only this friend is a knowledgeable marketing pro. Give it to your marketing people and ad agency; they could use it as well.” — Robert L. Newhart II, CEO, Innovation Center 01_578391 ffirs.qxd 12/28/04 8:55 PM Page i “It’s fun to read Barbara Schenck. But more than fun, it’s enlightening to read Barbara Schenck. It’s profitable as well to read Barbara Schenck. That’s a lot to pack into 384 pages. But it’s all there; if you don’t believe me, just read it!” — Dan Lufkin, Co-Founder, Donaldson, Lufkin & Jenrette, Inc. “Business is war. The book gives entrepreneurs the ammunition they need to survive — and thrive.” — Rieva Lesonsky, Senior Vice President and Editorial Director, Entrepreneur Media, Inc. “This book gets four stars, which means ‘Buy It!’” — Scripps Howard News Service “...Extremely comprehensive, easy to follow, and filled with practical solutions for small business owners.” — Jane Applegate, “Must-Reads for the Business Owner Who Never Sleeps,” Entrepreneur.com “Besides serving as a powerful motivator, Small Business Marketing For Dummies is long on specifics — the hows and whys of reaching cus- tomers and bringing them back for more.” — George Engebretson, President, Watermark Publishing 01_578391 ffirs.qxd 12/28/04 8:55 PM Page ii Small Business Marketing FOR DUMmIES ‰ 2ND EDITION 01_578391 ffirs.qxd 12/28/04 8:55 PM Page iii 01_578391 ffirs.qxd 12/28/04 8:55 PM Page iv by Barbara Findlay Schenck Marketing Consultant Small Business Marketing FOR DUMmIES ‰ 2ND EDITION 01_578391 ffirs.qxd 12/28/04 8:55 PM Page v Small Business Marketing For Dummies®, 2nd Edition Published by Wiley Publishing, Inc. 111 River St. Hoboken, NJ 07030-5774 www.wiley.com Copyright © 2005 by Wiley Publishing, Inc., Indianapolis, Indiana Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400, fax 978-646-8600. Requests to the Publisher for permission should be addressed to the Legal Department, Wiley Publishing, Inc., 10475 Crosspoint Blvd., Indianapolis, IN 46256, 317-572-3447, fax 317-572-4355, e-mail: