Fool-Proof Marketing: 15 Winning Methods for Selling Any Product or Service in Any Economy
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- Wiley
More About This Title Fool-Proof Marketing: 15 Winning Methods for Selling Any Product or Service in Any Economy
English
BOB BLY is a copywriter and consultant who specializes in business-to-business and direct marketing. He has over twenty years of experience writing marketing materials for such clients as AT&T, IBM, and Lucent Technologies. He is also the author of over fifty books, including The Complete Idiot's Guide to Direct Marketing, The Copywriter's Handbook, and the classic The Elements of Technical Writing.
English
Acknowledgments.
Introduction.
PART I. PERSONAL STRATEGIES.
Chapter 1. Improve Your Interpersonal and Communication Skills.
Chapter 2. Use Your Time Productively.
Chapter 3. Be Positive.
PART II. MARKETING.
Chapter 4. Reactivate Dormant Accounts.
Chapter 5. Reactivate Old Leads.
Chapter 6. Generate New Business from Existing Accounts.
Chapter 7. Shift Your Marketing into High Gear.
Chapter 8. Repackage Your Offers.
Chapter 9. Select Your Best Customers and Occasionally Lower Your Standards.
PART III. BUSINESS STRATEGIES.
Chapter 10. Cut Overhead and Operating Costs.
Chapter 11. Use the Internet to Cut Costs and Attract Customers.
Chapter 12. Quote Competitive, Affordable Fees in Bid Situations.
PART IV. CUSTOMER SERVICE.
Chapter 13. Take Customer Service to the Next Level.
Chapter 14. Deliver More Value to Your Customers.
Chapter 15. Cement Customer Loyalty with Low-Cost Extras.
Appendix: Sales and Marketing Web Sites.
About the Author.
Index.
Introduction.
PART I. PERSONAL STRATEGIES.
Chapter 1. Improve Your Interpersonal and Communication Skills.
Chapter 2. Use Your Time Productively.
Chapter 3. Be Positive.
PART II. MARKETING.
Chapter 4. Reactivate Dormant Accounts.
Chapter 5. Reactivate Old Leads.
Chapter 6. Generate New Business from Existing Accounts.
Chapter 7. Shift Your Marketing into High Gear.
Chapter 8. Repackage Your Offers.
Chapter 9. Select Your Best Customers and Occasionally Lower Your Standards.
PART III. BUSINESS STRATEGIES.
Chapter 10. Cut Overhead and Operating Costs.
Chapter 11. Use the Internet to Cut Costs and Attract Customers.
Chapter 12. Quote Competitive, Affordable Fees in Bid Situations.
PART IV. CUSTOMER SERVICE.
Chapter 13. Take Customer Service to the Next Level.
Chapter 14. Deliver More Value to Your Customers.
Chapter 15. Cement Customer Loyalty with Low-Cost Extras.
Appendix: Sales and Marketing Web Sites.
About the Author.
Index.
