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Title: The Marketing Toolkit for Growing Businesses
Author: Jay B. Lipe
ISBN: 0972034501
Publisher: Chammerson Press
Genre: Business Management
Published: Aug. 2002
Paperback 254pp
$19.95
Highly Recommended
The book develops the marketing process in a simple, easy to understand methodology. Starting with a basic discussion of the marketing function, identifying the needs for the company and finally
developing a meaningful plan. Unlike books that present page after page of marketing theory, The Marketing Toolkit presents
easy to understand text with useful forms and exercises all through the book. There
are chapters dedicated to the subjects of identifying your market, marketing strategies, marketing tactics, budgets, implementation
and tracking.
While my interests are the small owner managed business, the book presents a wide view of marketing that can
be applied to any size business. For the new small business, there are discussions
of "So, Exactly What Is Marketing" and "Six Reasons Every Company Needs a Marketing Plan" to issues like "The Key To Branding
Your Company" for larger or more established organizations. This book addresses the
time-tested processes very well, but also addresses the current issues. The use
of the Internet and Websites as marketing tools are included as part of a complete plan. For
those who have been through a recession, there is an important chapter on how to market in that business environment.
The Marketing Toolkit for Growing Businesses is well written
with good worksheets to aid in the development of a meaningful plan. It provides
the tools to manage the plan and evaluate and revise it over time. I would highly recommend this book for marketing managers
and small business owners.
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