Streetwise Low-Cost Marketing

    Srong marketing is criti-cal to increasing visibility and achieving bottom-line results-but how can you maximize sales on a shoestring marketing budget?Streetwise Low-Cost Marketing shows you how to get the most bang for your buck with dozens of inexpensive marketing strate-gies that really work.
Tight budget?No problem!Streetwise Low-Cost Mardeting has plenty of effective techniques,tools,and tactics that are just rihgt for your budget.Exhaustively researched and packed with resources,Streewise Low-Cost Marketing shows you how to create buzz with exceptional customer service,strong promo-tional materials,and money-saving ideas that get maximum results.

    Mark Landsbaum,a former award-winning Los Angeles Times investigative reporter,has operated his own marketing communications business since 1995.He also runs the Small Bustiness Resource Web site,which features more than 500 page of how-to articles on subjects such as business management,market-ing ,Internet commerce,and publicity.Mr.Landsbaum lives in Diamond Bar,CA.

Acknowledgments
Preface
Part1 Putting the Customer First
Chapter 1 The Exxential Principle:"What's in It for Me?"
Chapter 2 USP and AIDA;Formulas for Success
Chapter 3 Benefits Versus Features
Chapter 4 Test and Track Continually
Chapter 5 Repeat Customers
Part2 Planning for Success
Chapter 6 Planning Your Marketing;As Easy as 1,2,3
Chapter 7 Research Sharpens Focus
Chapter 8 Creating a Marketing Plan
Chapter 9 Implementing Your Marketing Plan
Chapter 10 Ask and Listen
Part3 Proven Solutions
Chapter 11 Soft Stuff:People-Oriented Marketing
Chapter 12 Hard Stuff:Marketing Collateral
Chapter 13 Conceptual Stuff:The Psychological Edge
Chapter 14 Low-Cost Advertising
Chapter 15 Media Coverage:The Best and Lowest-Cost Advertising
Part4 Innovative Solutions
Chapter 16 Innovative Low-Cost Techniques
Chapter 17 It's Not Junk Mail When…
Chapter 18 Low-Cost Marketing Tolls
Chapter 19 Low-Cost Marketing Tactics
Chapter 20 People Need People
Part5 Getting Out Your Message
Chapter 21 Develop Personal Speaking Skills
Chapter 22 Do You Need a Web Site?
Chapter 23 E-mail:The Ubiquitous Communication
Chapter 24 Internet Networking
Chapter 25 Online Advertising:Millions of Potential Viewers
Appendix 1 Resources
Appendix 2 Software
Appendix 3 The Twenty Best Low-Cost Marketing Tips
Index