Books
A Crash Course In Marketing
by David H. Bangs
Sure, good marketing builds good business. But this simple rule is not so simple to follow when you're a small business owner facing multiple demands on your time and money. A Crash Course in Marketing will streamline your efforts. It serves as a complete how-to for beginners, and a succinct refresher those who want to stay on track. As the authors remind us, marketing is doing what you already know you should do: know yourself, know your market, know your customers. But how to focus your efforts? Each of the 15 chapter titles asks a question of the reader, and the text is filled with exercises to provoke thoughtful and practical replies, as well as specific strategies on how to apply them. Bangs and Axman draw on their own experience, but the bulk of the material is collected from research, marketing materials, and the advice of experts. Every page contains at least one example from those who've been there, whether it's from the management at Coca-Cola, Amazon.com, or The Brick Store in Bath, NH. The book's tone is conversational, but not meandering -- to-the-point advice that's just right for a small business owner who must make smart decisions about where to put precious resources.
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