Big Business Marketing for Small Business Budgets [Paperback]

"Big Business Marketing for Small Business Budgets" is based on research the author did while working for American Express, where she developed a program that measures the direct correlation between marketing and consumer purchasing. This toolkit provides small businesses and entrepreneurs the tools to truly understand their customers and develop a marketing plan to effectively and continually appeal to their emotional and physical needs, keeping them for life.

Techniques smaller businesses can use to stretch their marketing dollars and keep customers loyal for a lifetime

Traditionally, the competitive ace -in -the hole for smaller businesses has been their ability to provide more personalized service than their larger, arm's-length competitors. However, CRM initiatives and Web-based technologies now allow global businesses to appear and behave much "smaller" than in the past, leaving local businesses scrambling to uncover new areas of differentiation and competitive advantage.

Big Business Marketing for Small Business Budgets shows small business owners how to make the most of their limited marketing dollars by capturing the lifetime loyalty of their most valuable customers. This hands-on, how-to-do-it book features tricks and techniques of global marketers from Amazon.com to American Express that operations of all sizes can use to quickly and inexpensively:

-Develop precise, personalized marketing programs
-Incorporate the Internet with existing marketing activities
-Collect and utilize valuable customer preference data for marketing "individually" to customers

In today's price-driven, "What's in it for me?" marketplace, developing and sustaining long-term customer relationships has become increasingly difficult for smaller businesses but not impossible. Let Big Business Marketing for Small Business Budgets show you how to compete with your largest competitors and adopt and adapt their well-researched tips and techniques to gain lifetime customers.

For nearly 20 years, Jeanette Thomas McMurtry has been helping business of all sizes develop and execute successful marketing strategies for building brand equity and lifetime sales among key customers. Her experience includes positions at American Express, Ketchum Communications Worldwide, DDB Needham, Intermountain Health Care and most recently a high-tech start-up in the elearning industry. McMurtry now is the principal of Thomas McMurtry & Associates, a marketing consultancy, which provides strategic and tactical marketing support to such clients as American Express and Arthur Andersen, as well as several medium and small businesses in various fields. She frequently presents at national trade shows and conferences, most recently the Computer Training World 2000 in San Francisco. She has earned accreditation in public relations by the Public Relations Society of America.