90 Days to Success as a Small Business Owner

ISBN-10: 1435459261
ISBN-13: 9781435459267
Edition: 2012
Authors: Barry Thomsen
List price: $19.99
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Description: While successful businesses may begin with a great idea,, they need more than a great idea to grow and prosper;; they need 90 DAYS TO SUCCESS AS A SMALL BUSINESS OWNER. Built upon the principle that a keen understanding of business and marketing  More...

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Book details

List price: $19.99
Copyright year: 2012
Publisher: Course Technology
Publication date: 3/14/2011
Binding: Paperback
Pages: 288
Size: 6.00" wide x 9.00" long x 1.00" tall
Weight: 1.276
Language: English

While successful businesses may begin with a great idea,, they need more than a great idea to grow and prosper;; they need 90 DAYS TO SUCCESS AS A SMALL BUSINESS OWNER. Built upon the principle that a keen understanding of business and marketing principles is vital to small business success,, the book will offer you the essential tools for gaining a solid understanding of these core concepts. Topics range from product positioning,, pricing,, and advertising to employee management,, customer service,, and brand loyalty. With an emphasis on proven methods and concrete action items,, the book also includes quick--reference checklists and other handy features that will quickly make this an invaluable addition to the library of any business owner.

Introduction
In the Beginning
Getting Creative Ideas
What Are You Waiting For?
What Does It Take?
The Goals of Marketing
The Commandments of Business Marketing
Join Up
Common Business Mistakes
Action Plan
Smart Guide to Startup
Home Business Setup
Small Office Startup
Your New Retail Store Location
Mission Statement
What's Your Marketing Plan?
Naming a New Business
Merchant Services for Credit Cards
Startup Blues: Nothing Will Happen without Marketing
Jump-Starting Your New Business before It Opens
Making a Wish List
Making a Bigger Impression
Working with Suppliers
Finding New Suppliers
Pursuing New Customers
Action Plan
Franchises
What Franchise Should You Choose?
Where Do You Find a Franchise?
Questions about Buying a Franchise
The Franchise Agreement
The Franchise Manual
The Training Period
Big Brother Is Watching
Is There Any Risk?
Action Plan
Advertising
Setting an Advertising Budget
Advertising to Four Levels
Print Ad Copy Questions
Headlines
Hot Words
Where's My Ad?
Is It an Ad?
Competitors' Advertising
An Advertising Agency
Where's Your Business Card?
Sign of the Times
Do It Outdoors
Your Moving Billboard
TV Direct Response
Let's Try an Infomercial
Message on Hold
Piggyback-Cheap!
Co-Op Advertising
A Final Thought on Advertising
Action Plan
Publicity
Publicity versus Advertising
Press the Press
Tips for Getting Publicity
If a Reporter Calls
On-the-Air Publicity
Publicity by Speaking
Publicity by Writing
Do Something Outrageous!
Action Plan
Direct Mail
Mail Your Customers
Effective Direct Mail
Mailing Lists
Consumer Targets
Consumer Direct Mail
Business Direct Mail
Layout and Design
Evaluate Your Response
Direct Mail Timing
Co-Op Direct Mail
Action Plan
Business Promotions'
Coupons versus Rebates
Show Off Your Logo
Collaborate with Your Strip Mall Neighbors
Special Discount Days and Nights
Fast-Food Delivery Convenience
Stick with Magnets
Sponsor a Nonprofit
Nonprofit Your Way to Profits
Cross-Promotions
Have a Contest
Don't Be Unoccupied
Celebrate Your Anniversary
A Weekend at the Mall
Some Other Fun, Profitable, and Outrageous Promotions
Action Plan
The Website
Purpose of Your Website
Some Design Ideas
Website Don'ts
Promoting Your Site
Lure Visitors Back with Interesting Bait
Order Follow-Up
Getting Attention
Don't Let Your Site Get Stale
Be Charitable
Social Media
Blogs
Don't Quit Your Day Job
Asking Permission First
Action Plan
Pricing Strategies
Pricing Headaches
Higher Prices!
Raising Prices
Lowering Prices
Pricing Strategies
Offer Platinum, Gold, and Silver Levels
Being the High-Priced Brand
Loss Leaders
Customer Quotes
Price and Quality
Prices on Window Items?
Action Plan
Face-to-Face Selling
What Is a Sales Professional?
The Decision Maker
Ears before Mouth
Some Good Things to Know
Don't Ignore the Advisors
Closing Signals
Make Lunch Pay off
The Honeymoon Is Over?
Should You Take the Small Order?
Ready to Buy?
Your Personal Billboard
Break the Ice!
Play Your Cards Right
Dress for a Sale
Qualify the Buyer
Sales Rejection
I'm Still Waiting
Ace in the Hole
Don't Lose More Than the Sale
No Ceiling on Sales Commission
Reduce Your Sales Staff
Be a Yankee Peddler
Action Plan
Retail Sales
Why Should Customers Shop at a Small Store?
Finding Retail Employees
Hiring Part-Time Employees
Entice Customers to Visit the Store
Be Customer Friendly
Customer Satisfaction
So You Want to Have a Sale
Overstocks, Deals, and Consignments
When Goliath Moves into Town
Why Offer a Discount?
Use Gift Cards
Offer a Big Selection
Senior Sales
The Unfriendly Customer
The Indecisive Customer
Impulse Buyers
Slow-Day Marketing Ideas
Hey, I've Got a Coupon!
Get Visitors' Business
Retail Payment Choices
Let Their Fingers Do the Walking
Store within a Store
Keep It Clean
Free Displays and Signs
Action Plan
Business-to-Business Sales
Finding New Business
Respond Quickly
You Score Better in Your Ballpark
You Must Follow Up
The Lowest Bidder?
Be Their Associate Buyer
Reorder Reminders
All Your Eggs in One Basket
Taking the Order and Billing
Late Deliveries and Problems
Coupons, Bells, and Whistles
Host a Seminar
Letters of Recommendation
Problem Customers
Action Plan
Tradeshows
Finding the Right Shows
Reasons for Exhibiting
Tradeshow Expenses
Selecting a Space
Getting Your Exhibit/Display
Generate Tradeshow Traffic
Working Your Booth
Lead a Seminar
After the Show
Getting the Most out of Attending a Tradeshow
Action Plan
Telemarketing
Inbound Telemarketing
Outbound Telemarketing
Hiring Telemarketing Employees
Planning and Making the Call
Telesales Lead Finders
Cold-Call Fears
Voicemail Smarts
Is Telemarketing Paying Off?
Check the Laws
Some Final Telemarketing Don'ts
Action Plan
Customer Loyalty
Get Close to Your Customers
Ways to Create Loyalty
Ways to Destroy Loyalty
Your Business Personality
What's Your Brand?
Customer Cards and Tracking
Loyalty Breeds Referrals
Tell How or Tell Who
A Doctor's Loyalty
Action Plan
Customer Sorvice
Keep Your Customers
Wear Your Customers' Shoes
The Customer Is Angry
Customer Service Don'ts
Look Down to See the Profits
Rally the Troops
Reward Great Service
Employee of the Month
Don't Lock 'Em Out
Pay Attention
One-Hundred Percent Satisfaction
Transaction Time
The Good, the Bad, and the Real
Action Plan
Financial Crisis
Financial Crisis Planning
Know What You Need
Unemployment Numbers and You
Banks and Small Business
Hold Your Prices
Defer Debt
Reduce Fixed Expenses
Sell Off Anything
Keep Marketing
Network, Network, Network
Contingency Plans
Action Plan
In the End
Know Your Competitors
Cultivate Your Ideas
Risk Taking
Small-Business Networking
Cornucopia of Information
Buy Your Umbrella When the Sun Is Shining
Why Businesses Fail
Strength in Numbers
A Final Thought
Myths of Small Business
Additional Resources
Index

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