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"Marketing Without Advertising. Easy Ways to Build a Business Your Customers Will Love and Recommend" by Michael Phillips, Salli Rasberry

6th Edition

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

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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

with TOC BookMarkLinks

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