Big Business Marketing For Small Business Budgets [Paperback]

Jeanette Maw McMurtry (Author)

Book Description

Publication Date: March 26, 2003

"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.

Editorial Reviews

From the Back Cover

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.

About the Author

Jeannette Maw McMurtry, MBA, is the principal of The McMurtry Group, which provides strategic and tactical marketing and public relations support to large and small businesses. McMurtry has been nationally recognized for innovative and results-generating campaigns that have helped businesses market for a lifetime by building brand equity and customer loyalty. Her work spans winning strategies and programs for organizations from sole proprietorships to Fortune 100 companies.

Product Details

• Paperback: 256 pages
• Publisher: McGraw-Hill; 1 edition (March 26, 2003)
• Language: English
• ISBN-10: 0071405976
• ISBN-13: 978-0071405973
• Product Dimensions: 9.2 x 7.4 x 0.9 inches
• Shipping Weight: 1.1 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (6 customer reviews)
• Amazon Best Sellers Rank: #1,700,319 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

6 of 6 people found the following review helpful:

5.0 out of 5 stars Great for all types of small business!, June 13, 2003

By 

m. calder (S. Jordan, UT United States) - See all my reviews

This review is from: Big Business Marketing For Small Business Budgets (Paperback)

Running a private music studio can be challenging, especially when it comes to the business end of things. Even though I have no employees, I found Ms. McMurtry's book immensely helpful. I especially appreciated the tips on identifying and connecting with my best customer. Learning how to write a marketing plan to support what I wanted from my business enabled me to keep my focus. The book helped me attract the type of students that best fit my needs while running my studio as an efficient, profit generating entity. I highly recommend it to sole practitioners, like myself.

5 of 5 people found the following review helpful:

5.0 out of 5 stars GREAT MARKETING PERSPECTIVE, May 7, 2003

By 

S Genova (Denver, CO) - See all my reviews

This review is from: Big Business Marketing For Small Business Budgets (Paperback)

This book offers both the beginning and experienced marketing professional with a good overview of basic and advanced marketing concepts. Good examples and case studies. McMurtry's passion for lifetime marketing is contagious and should excite and inspire business owners. Highly recommended.

4 of 4 people found the following review helpful:

5.0 out of 5 stars Practical Advice with Immediate Value, May 16, 2003

By 

Rebecca "Rebecca" (St Petersburg, FL USA) - See all my reviews

Amazon Verified Purchase

This review is from: Big Business Marketing For Small Business Budgets (Paperback)

While most books tell you what needs to be done, this one gives specific detail on *HOW* to do it. Within 10 minutes of cracking open this book I found several tools that will help my company determine the value of various customer segments - something we've managed on gut feel rather than actual customer data. The author also provides multiple checklists to help with taking a company's key management through processes to identify where marketing programs need improvement. Like many companies, we're undergoing a significant change in our business strategy due to geopolitical change and her tools will undoubtedly help us manage the change more wisely.