The Dynamic Manager's Guide To Marketing: How To Create And Nurture Your Best Customers

Chapter 21 Speaking Up For Your Business “It’s good for business because the more information and knowledge you give your customers, the more they appreciate it.” Chapter 22 Tune Your Company’s Publicity Machine To Stay In The News “Dealing with paparazzi and signing autographs is a small price to pay for frequent press coverage that will help build your company’s business.” About Dave Donelson

Chapter 17 Social Media Marketing Three Ways: Facebook, Twitter, and LinkedIn “Your business can establish a two-way dialogue with customers that reinforces your marketing message.”

Chapter 18 Specialty Market Case Study: Automotive Aftermarket “You can use tried-and-true marketing tactics like showing off your work to car owners at neighborhood cruise-ins but the main thing is to go after the business.” Chapter 19 Specialty Market Case Study: Sports Team Sponsorships Rewards and Regrets “The marketing essence of sponsorships--whether you put your money into race teams or the PTA bake sale--is the endorsement value that the investment gives you.” Chapter 20 Business To Business Marketing - Beyond the Price Sheet “You should market to other companies much the same way you market to consumers: with a combination of advertising and personal selling.”

Chapter 14 Specialty Market Case Study: Sportswear, Speedwear, and Other Profitable Threads “Making a profit in the rag trade isn’t automatic.” Chapter 15 Marketing in Cyberspace: Not A Buck Rogers Idea “The website is essentially another complete business location.” Chapter 16 Blogging And Social Media—Other Online Marketing Options “If putting your business into cyberspace has seemed like more trouble than it’s worth, maybe now is the time to reconsider your decision.”

Chapter 11 The Magic of Pricing “Setting prices is part art and part science with maybe a little management magic thrown in for good measure.” Chapter 12 Specialty Market Case Study: Artists And Their Prices “There may be a price so high the customer won’t pay it, but patrons seldom buy a piece of art just because it’s cheap.” Chapter 13 Two Ways To Compete Without Chopping Prices “As long as we’re promoting quality and being fair about pricing, I don’t worry too much about our competitors.”