Small Business Marketing Kit For Dummies, 3rd Edition

Introduction

Marketing is the process through which you win and keep customers. That fact was true long before my first book, Small Business Marketing For Dummies, was first published in 2001, and it remains true as this updated and expanded version, Small Business Marketing Kit For Dummies, 3rd Edition, goes to press.

But while the definition of marketing is cast in concrete, everything about how businesses market has changed.

A growing number of customers now meet businesses online long before they venture through their doors. Increasingly, they form opinions based not on marketer-produced messages but on what others — or what Google — tell them about a product or business. They read online reviews more carefully than they read business brochures. And they’re not hesitant to share their love or lack thereof for the companies and products they encounter, passing on their opinions not just to those within earshot but to any of the 2 billion-plus Internet users worldwide who come across their posts.

Welcome to marketing in today’s screen-connected, customer-empowered world.

And welcome to Small Business Marketing Kit For Dummies, 3rd Edition, which has been updated on every page to prepare your small business to succeed in the exciting, fast-changing marketing world around you. From updated techniques for using traditional advertising and communication approaches to all-new advice for shifting marketing emphasis toward digital communications, count on the upcoming 350-plus pages ...