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

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 4 How Niche Is Your Market? “Serving a special market successfully requires paying particular attention to customer communication.” Chapter 5 Seven Ways To Wow Your Customers “Surprises work really well when they come later, after the customer has started to forget the last time they did business with you.” Chapter 6 Specialty Market Case Study: Selling To Off-Roaders “The amount of time we spend with the customer is our competitive advantage.”

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.”

Chapter 10 Case Study: Schweser’s Little Stores On The Prairie “In today’s big-box world, the 125-year-old chain of women’s clothing stores has beaten the odds by staying true to its roots.”