E-Book Overview
The best marketing you can do for your business is to concentrate on creating a high-quality operation that customers, employees and other businesspeople will trust, respect and recommend.
Marketing Without Advertising teaches small business owners practical strategies to:
* attract new customers and build trust * encourage customer recommendations * improve customer service and turn even dissatisfied customers into active supporters of the business * list products and services widely and inexpensively * plan marketing events that will keep customers involved * use the Internet to market services and products
This essential book will help you market your business with common sense, not piles of cents.
E-Book Content
3rd edition Marketing Without Advertising by Michael Phillips & Salli Rasberry edited by Peri Pakroo An Important Message to Our Readers This product provides information and general advice about the law. But laws and procedures change frequently, and they can be interpreted differently by different people. For specific advice geared to your specific situation, consult an expert. No book, software or other published material is a substitute for personalized advice from a knowledgeable lawyer licensed to practice law in your state. 3rd edition Marketing Without Advertising by Michael Phillips & Salli Rasberry edited by Peri Pakroo Keeping Up-to-Date To keep its books up-to-date, Nolo issues new printings and new editions periodically. New printings reflect minor legal changes and technical corrections. New editions contain major legal changes, major text additions or major reorganizations. To find out if a later printing or edition of any Nolo book is available, call Nolo at 510549-1976 or check our website at http://www.nolo.com. To stay current, follow the “Update” service at our website at http://www.nolo.com/ update. In another effort to help you use Nolo’s latest materials, we offer a 35% discount off the purchase of the new edition of your Nolo book when you turn in the cover of an earlier edition. (See the “Special Upgrade Offer” in the back of the book.) This book was last revised in: April 2001. THIRD Edition Editor Cover Design Book Design Production Proofreading Index Printing APRIL 2001 PERI PAKROO TONI IHARA TERRI HEARSH SARAH HINMAN SHERYL ROSE NANCY MULVANY BERTELSMANN SERVICES, INC. Phillips, Michael, 1938Marketing without advertising / by Michael Phillips & Salli Rasberry.--3rd ed. p. cm. Includes index. ISBN 0-87337-608-0 1. Marketing. 2. Small business--Management. I. Rasberry, Salli. II. Title. HF5415 .P484 2000 658.8--dc21 00-056863 Copyright © 1986, 1997 and 2001 by Michael Phillips and Salli Rasberry. ALL RIGHTS RESERVED. Printed in the U.S.A. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise without prior written permission. Reproduction prohibitions do not apply to the forms contained in this product when reproduced for personal use. For information on bulk purchases or corporate premium sales, please contact the Special Sales Department. For academic sales or textbook adoptions, ask for Academic Sales. Call 800-955-4775 or write to Nolo, 950 Parker Street, Berkeley, CA 94710. Acknowledgments With special thanks to Soni Richardson and Michael Eschenbach, Daniel Phillips, Tom Hargadon and Mary Reid. Full Disclosure Note All the businesses and business owners mentioned in the book are real. The great majority operate under their own names in the cities indicated. However, because some of our examples are less than flattering, and for other reasons, including privacy, we have changed the names and/or locations of businesses in a few cases. In some cases, the businesses use