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Marketing Without Advertising: Easy Ways to Build a Business Your Customers Will Love and Recommend | 
 enlarge | Authors: Michael Phillips, Salli Rasberry
Publisher: NOLO
Category: Book
List Price: $20.00
Buy New: $12.41
You Save: $7.59 (38%)
New (18) Used (6) from $12.41
Avg. Customer Rating:  3 reviews
Sales Rank: 264694
Media: Paperback
Edition: 6
Number Of Items: 1
Pages: 398
Shipping Weight (lbs): 1.3
Dimensions (in): 8.8 x 6.9 x 1
ISBN: 1413306322
Dewey Decimal Number: 658.8
EAN: 9781413306323
ASIN: 1413306322
Publication Date: June 5, 2008
Availability: Usually ships in 1-2 business days
Condition: Absolutely Brand New & In Stock. 100% 30-Day Money Back. Direct from our warehouse. Ships by USPS. 1+ million customers served-In business since 1986. Happy Customers is Our #1 Goal. Toll Free Support
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Book Description
Make your business stand out without the cost of advertising!
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 business
The 6th edition is completely rewritten with and updated with real world examples and resources. It also discusses the latest marketing trends, such as international Internet marketing and blogs.
Download Description
"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 business List of Forms Physical Appearance That Develops Trust Evaluating Your Pricing Policy Employee Questionnaire Questionnaire for Suppliers How Open Is Your Business? What My Business Does The Domains in Which Your Business Operates Do People Know What You Do? Do You "Tell Them Yourself"? How Customers Can Evaluate Your Business Referrals Customer Referrals Phone Accessibility Checklist Mail Accessibility Checklist Walk-In Accessibility Checklist Listing Questionnaire Customer Recourse Policies and Practices Your Marketing List Designing Direct Marketing Events Designing Parallel Marketing Events Marketing Event Worksheet"
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| Customer Reviews:
 Paid advertising can often be the most expensive and least effective method of marketing goods and services August 11, 2008
Paid advertising can often be the most expensive and least effective method of marketing goods and services to the public. Now in a significantly updated and expanded sixth edition, "Marketing Without Advertising: Easy Ways To Build A Business Your Customers Will Love & Recommend" by the team of Michael Phillips and Salli Rasberry (both of whom are recognized pioneers in 'values-based' business models) is a thoroughly 'user friendly' and practical instruction manual for high-impact, low-cost marketing strategies that offer a wealth of tips and techniques for developing repeat customers, creating word-of-mouth publicity, transforming dissatisfied customers into a loyal clientele, planning and executing low-cost marketing events, utilizing the Internet and the World Wide Web, attracting media attention, and a whole lot more. Focusing on such essential issues as the physical appearance of the business, pricing, customer education, and marketing plan design, "Marketing Without Advertising" can be considered to be a complete, comprehensive, and invaluable instructional that will enable even the most novice entrepreneur and business manager to succeed in today's volatile marketplace and competitive economic environment no matter what the product or service they are seeking to promote.
 Good resource May 14, 2007
2 out of 5 found this review helpful
I think that this is a complete guideline of non-traditional approaches to moving any company or product into more of a felt part of the community, rather than an ideal merely thrust into the memory. Good POV.
Great Book, A Small Business Probably Should Not Advertise July 20, 2005
31 out of 32 found this review helpful
Having been involved with many small businesses for many years I picked up this book with some skepticism. Then I turned to the first chapter. It's called Advertising: The Last Choice in Marketing. And it was dead on right -- To be sure there is a place for advertising, Pepsi up against Coke has no choice (which isn't to say that they do it well). They have no choice because they can't do the kinds of things this book talks about. They can't produce a new product -- Remember New Coke?
In any case, this book isn't about Coke, it's about marketing a small business or service. That means you need to market locally. Effectively you can't advertise. I was recently involved in promoting a play for a local community theater. We had posters all over town, both supermarkets, half the business windows on main street, three articles in our local paper plus announcements every issue in their Community Calendar, there was a twenty minute interview program on the local radio station -- all the kinds of things this book talks about. The play was a great success, both performances sold out, standing ovations for the performers. Afterwards a great number of people came up and said, "I heard you put on a play, I didn't know anything about it, tell me about it when you do another." What possible good would advertising do?
If I had run a few thousand dollars of advertising do you think any of these people would have noticed? If they didn't read the articles, see the calendar or tune in the radio. What else could I have done?
Marketing now is a different matter. We marketed, it worked. We paid very little money out. Did we do everything the book said? No. We didn't do internet for instance. This was a local play to a local audience in the back room of a local restaurant. The book talks about the internet. And yes, I have to agree the internet is excellent for some kinds of marketing, not for every situation. A small business with a specialty product for which you couldn't possibly find enough customers in a local community couldn't do better than the net. Example -- crystal radio kit. You might could sell one in our little town. You could make a business of selling them world wide.
Great book. If you're just starting out or need to improve marketing the ideas expressed here can be agreat help.
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