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Srong marketing is criti-cal to increasing visibility and achieving bottom-line results-but how can you maximize sales on a shoestring marketing budget?Streetwise Low-Cost Marketing shows you how to get the most bang for your buck with dozens of inexpensive marketing strate-gies that really work.

Tight budget?No problem!Streetwise Low-Cost Mardeting has plenty of effective techniques,tools,and tactics that are just rihgt for your budget.Exhaustively researched and packed with resources,Streewise Low-Cost Marketing shows you how to create buzz with exceptional customer service,strong promo-tional materials,and money-saving ideas that get maximum results.

Acknowledgments

Preface

Part1 Putting the Customer First

Chapter 1 The Exxential Principle:"What's in It for Me?"

Chapter 2 USP and AIDA;Formulas for Success

Chapter 3 Benefits Versus Features

Chapter 4 Test and Track Continually

Chapter 5 Repeat Customers

Part2 Planning for Success

Chapter 6 Planning Your Marketing;As Easy as 1,2,3

Chapter 7 Research Sharpens Focus

Chapter 8 Creating a Marketing Plan

Chapter 9 Implementing Your Marketing Plan

Chapter 10 Ask and Listen

Part3 Proven Solutions

Chapter 11 Soft Stuff:People-Oriented Marketing

Chapter 12 Hard Stuff:Marketing Collateral

Chapter 13 Conceptual Stuff:The Psychological Edge

Chapter 14 Low-Cost Advertising

Chapter 15 Media Coverage:The Best and Lowest-Cost Advertising

Part4 Innovative Solutions

Chapter 16 Innovative Low-Cost Techniques

Chapter 17 It's Not Junk Mail When…

Chapter 18 Low-Cost Marketing Tolls

Chapter 19 Low-Cost Marketing Tactics

Chapter 20 People Need People

Part5 Getting Out Your Message

Chapter 21 Develop Personal Speaking Skills

Chapter 22 Do You Need a Web Site?

Chapter 23 E-mail:The Ubiquitous Communication

Chapter 24 Internet Networking

Chapter 25 Online Advertising:Millions of Potential Viewers

Appendix 1 Resources

Appendix 2 Software

Appendix 3 The Twenty Best Low-Cost Marketing Tips

Index

Mark Landsbaum,a former award-winning Los Angeles Times investigative reporter,has operated his own marketing communications business since 1995.He also runs the Small Bustiness Resource Web site,which features more than 500 page of how-to articles on sub

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