Small business solutions
Article Abstract:
Small businesses can use direct marketing techniques to enhance their customer base, although many small business owners believe direct marketing is inefficient and costly. Business owners must carefully analyze possible direct marketing costs before starting mail-order, telemarketing and other services. Business owners can save money by creating a marketing database system to track and analyze customer trends. Small businesses can also negotiate volume discounts with printers, data processing and other services.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1993
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Combating 'Goliath Phobia'; big suppliers strive to better serve small customers
Article Abstract:
Large service firms which want to serve small customers need to be aware of and understand 'Goliath Phobia,' the fear of small business owners of dealing with big companies, which makes them sensitive to degrees of responsiveness. According to the most recent survey, small business owners tend to think that large service companies are less responsive to their needs than in previous years.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1993
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Four tips for getting the right creative fit
Article Abstract:
Four tips are given to business-to-business managers to enable them to undertake more creative and effective direct marketing activities. One tip involves making sure that one's mail and not that of anybody else will be opened. AT and T has done this by mailing an outer envelope in the shape of an airplane. Another is mailing a brochure that embodies the results of a product's operation.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1995
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