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Small Business Marketing For Dummies (For Dummies (Computer/Tech)) Paperback – April 15, 2001


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Product Details

  • Series: For Dummies (Computer/Tech)
  • Paperback: 384 pages
  • Publisher: For Dummies; 1 edition (April 15, 2001)
  • Language: English
  • ISBN-10: 0764553097
  • ISBN-13: 978-0764553097
  • Product Dimensions: 7.5 x 0.9 x 9.2 inches
  • Shipping Weight: 1.6 pounds
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (16 customer reviews)
  • Amazon Best Sellers Rank: #2,985,765 in Books (See Top 100 in Books)

Editorial Reviews

Review

"Must-reads...This book is extremely comprehensive, easy to follow and filled with practical solutions for small-business owners." -- Jane Applegate, Entrepreneur.com, July 1, 2001

...The Bible, the Constitution, and the Bill of Rights receive five stars...This book gets four stars..."Buy It!" -- Paul Tulenko for Scripps Howard News Service, July 9, 2001

Schenck writes with authority...Marketing issues are presented as real-world problems with real-world solutions.... -- BusinessWeek Online, June 28, 2001

From the Publisher

Praise for Small Business Marketing for Dummies

"Barbara Schenck's Small Business Marketing For Dummies threads the needle between sky-high strategy and ground-level tactics..."
--Gene Kincaid, Instructor, Department of Advertising, University of Texas at Austin

"Barbara’s effervescent, can-do spirit permeates this book, which is like a 4-year degree in marketing..."
--Bob Boylan, Executive Presentation Consultant and Author, President/Owner of Successful Presentations

"Go ahead, clear your shelf of all other marketing books. From now on you only need one and this is it!"
-- Robert L. Newhart II, CEO, Oregon Innovation Center

"It’s fun to read Barbara Schenck. But more than fun, it’s enlightening to read Barbara Schenck."
-- Dan Lufkin, Co-founder, Donaldson, Lufkin & Jenrette, Inc.

"Business is war. The book gives entrepreneurs the ammunition they need to survive -- and thrive."
-- Riva Lesonsky, Entrepreneur Magazine


More About the Author

Barbara Findlay Schenck is the author of top-selling business books and a strategist and presenter on marketing and business growth issues. For more information and for links to articles, columns, videos, and podcasts, visit www.bizstrong.com and follow Barbara @Bizstrong on Twitter and at Facebook.com/Bizstrong.

Customer Reviews

Great book with a ton of information.
D. Dorn
This one is great even if you work for a large company...but it's specifically for small business owners.
Amazon Customer
This book is empowering, informative, inspirational.
lifjoy

Most Helpful Customer Reviews

41 of 42 people found the following review helpful By George Engebretson on April 25, 2001
Format: Paperback
As a card-carrying dummy, I opened "Small Business Marketing for Dummies" with high hopes. I wasn't disappointed: in great detail and in plain English, Barbara Findlay Schenck has produced an exhaustive, fact-packed, thoroughly enjoyable guide to marketing. While I've picked up a few tricks of the trade during my ten years in retail/distribution, both as a sole proprietor and in a partnership, Schenck's book shows me how much more I have to learn in this wide and fascinating arena. Besides serving as a powerful motivator, "Small Business Marketing for Dummies" is long on specifics: the hows and whys of reaching customers and bringing them back for more. The book's Internet chapters, for example, are chock full of Web sites and strategies completely new to me. Having read many other marketing resources over the years, I can say without equivocation that this one comes closest to being a bible of the genre. Even the most clueless among us can use the book as a kind of in-house consultant, an easy, expert guide through the labyrinth of marketing a small business.
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21 of 22 people found the following review helpful By lifjoy on November 16, 2001
Format: Paperback
Don't let the title mislead you. Even if you already have a background in marketing, you'll love this book-- I did.
Barbara Schenck clearly explains the jargon, terminology, value, and implementation details of each facet of marketing, using real-world (and often humorous) examples. This book is so accessible to non-marketeers that our company has made Chapter 21 (Customer Service) required reading for each member of our team.
This book is empowering, informative, inspirational. If you're rethinking your marketing (and what business isn't constantly obsessed with satisfying their customers), then make this book your road map. As instructed by the simple exercises in each chapter, I took notes while making my way through the book. Then following the instructions in the final chapters, I was able to create a Marketing Plan in just a few hours. I found the process invigorating, and our clients can already feel our enthusiasm-- and we haven't even started implementing yet!
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18 of 20 people found the following review helpful By A Customer on June 7, 2001
Format: Paperback
Barbara Findlay Schenck has FINALLY brought us what we've all, as small business owners and entrepreneurs been in need of, the consummate book of wisdom and guidance for marketing concerns A-Z. I had not a single question remaining in my mind when I closed the back cover. She's thought of it all. Absolutely invaluable information, in fact, perhaps priceless.Excellent investment.
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16 of 19 people found the following review helpful By SJW on February 21, 2002
Format: Paperback
I really liked this book overall. It brought a lot of things together for me. But, I think too much of the book is dedicated to advertising, which a really small business or startup may not have the funds to do. I think more on promotion and "guerilla" tactics would have made this a really outstanding book.
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9 of 11 people found the following review helpful By Jeff Lippincott VINE VOICE on April 15, 2007
Format: Paperback
I purchased this book back in 2005 when it was hot off the presses. I skimmed it back then, and thought it was a good book. Last year I started working as a SCORE volunteer, and about the same time I started reviewing some of the business books I own. Since this book does not set my world on fire regarding small business marketing, I have not made it a priority to post a review. It's raining and miserable outside right now. So I've found some time to write this review and post it.

I enjoyed reading this book, and I think it has some very good content. Many of my clients at SCORE are so new to writing business plans and understanding small business mechanics that they would benefit greatly from reading this book. It covers the topics of (1) advertising, (2) public relations, (3) publicity, (4) online marketing, and (5) customer service. I think it was missing some information on the "sixth topic" called self promotion that includes such techniques as writing articles, writing books, and doing talks, presentations, seminars, and workshops. Then, of course, there is also the topic of networking that could have been included.

In her bio the author says she has a background in writing, public relations, and advertising. With a background like that I suspect she could have written a better book on how to market nonprofits rather than a book aimed at helping small business. But that's just a hunch of mine.

When I counsel my SCORE clients I rarely even discuss advertising as a marketing option. I really don't see a place for advertising in a small business owner's marketing arsenal. The exception to this rule is when the client runs or wants to run a retail business.
Read more ›
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3 of 3 people found the following review helpful By Amazon Customer on July 21, 2008
Format: Paperback
I'm a big fan of this line of books. This one is great even if you work for a large company...but it's specifically for small business owners. I liked it becaue it offered easy to implement ideas and suggestions for marketing your business and growing sales. Marketing can be incredible fun if you let yourself enjoy it and this book offers some sound advice for those who want to try integrating things themselves without paying an outside consultant big bucks.
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3 of 3 people found the following review helpful By sweet pee on August 26, 2011
Format: Paperback Verified Purchase
Small Business Marketing for Dummies, Second Edition

this book is information about small business marketing at its simplest level. It touches basic information. For people without any knowledge of subject. I found it a helpful.
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