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The Dynamic Manager's Guide To Marketing & Advertising: How To Grow Sales And Boost Your Profits Paperback – October 30, 2010
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From the Author
The most important skill I learned as a journalist was how to ask questions and truly listen to the answers. That skill helped me in my sales career, too, and was even more important when I became an entrepreneur. Listening to other business owners talk about their successes, failures, experiments and tried-and-true tactics helped me not only avoid repeating their mistakes but encouraged me to persevere and try new strategies. The stories and advice of hundreds of small business owners and managers inspired the Dynamic Manager Guides and Handbooks.
From the Back Cover
Businesses that thrive--and the manager's who run them--are good marketers. Dave Donelson distills the experiences of hundreds of business owners--and his own as an entrepreneur and consultant--into this guide to attracting customers, persuading them to buy, and turning them into customers for life.
- Market more effectively online--and off
- Beat the Big Box competition
- Find out what makes your customers tick
- Compete without chopping prices
- Tune up your publicity machine
- Learn the five rules of good advertising
- See seven ways to "Wow" your customers
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Top customer reviews
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The book is divided into three sections. The first covers marketing; figuring out who your best customer is and how to serve them. Donelson covers everything from employee conduct to pricing, with an emphasis on taking your cues from, and the importance of, the customers. The second section is about advertising, which is a vital function of marketing, elements of effective advertising and the nuts and bolts of how to do it are explained. The final section contains 23 sales promotions and ad campaigns that the reader can use.
Sprinkled throughout the book are case studies of several businesses that illustrate the principles contained in each section. These, combined with the interviews Donelson conducted with various entrepreneurs and managers, gave the book an extra dimension and added value.
from Harvey Karp
I also liked the book's organization. You don't have to sit and wade through a step-by-step outline of procedures (although you can, I guess). Instead, it's easy to find just the topic you want to explore and spend as much or as little time with it as you wish. Donelson writes about market research, buying media, creating ads, and other skills that small business owners may find a little daunting. There is even a section with several dozen advertising and marketing promotions that you can use for various occasions and situations.
This is a practical, useful book for novice and experienced marketers alike.