Entrepreneurs are great at coming up with new ideas and, often by sheer passion alone, getting their business started. But for long-term success they must be aware of the secrets of marketing. Even if they don't always market their product themselves, they need to understand the processes enough to ensure that the job is being done well.

The book identifies marketing as the entire process of researching, creating, distributing and selling the product or service. It isn't about theory and metrics; instead, it's a practical guide that starts with the basis of all marketing: the proper mindset.

The book:

• de-mystifies branding, showing how it is never a process undertaken for its own sake (or for creating sexy brochures or websites), but in order to burn the uniqueness of the business into the minds of customers.
• offers an extensive toolkit that includes the power of outsourcing and networking and the latest techniques in establishing rapport, communicating with the use of questions, and the power of language patterns in speech and written copy.
• shows how to use both new and old media to best effect, with special attention to blogs, podcasts, viral videos, and social networking sites.
• shows how to put all of these elements together into a marketing master plan that you can formulate a one-year plan and then break down into a six-month, three month, and one month segments.

About the Author

Jurgen Wolff is the author of the highly successful FOCUS and also Your Writing Coach and Do Something Different, a collection of 100 case studies of innovative marketing.He has also written many articles, including a personal development column for the Times Educational Supplement.

Jurgen teaches workshops on creative marketing, personal development, time management, and writing around the world. He lectured at the University of Southern California, for the Skyros Institute, the Academy for Chief Executives, the BBC, Fremantle Media, the London School of Journalism, the European Media programme, and at private workshops in the United States, England, Spain, Germany, Denmark, France, South Africa, Belgium, and the U.S. Virgin Islands.

Book Information
ISBN 9780273720911
Author Jurgen Wolff
Format Paperback
Page Count 280
Imprint Pearson Business
Publisher Pearson Education Limited
Weight(grams) 431g
Dimensions(mm) 216mm * 138mm * 18mm