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Find & Keep Customers For Your Small Business from CCH Provides Step-By-Step Guidance For Successful Marketing
From Market Analysis and Product Development, to Packaging and
Promotion, New Book is a Must for Entrepreneurs Who Want to Take Advantage of Their Size
(Riverwoods, ILL., August 20, 1999) For any business, long-term success
requires strong marketing and sales strategies and techniques. However, for small
businesses, often operating on shoe-string budgets, effective marketing often is a
make-or-break necessity: they have to be faster, smarter, more focused with their
marketing programs, according to CCH INCORPORATED, a leading provider of small
business information and publisher of Find & Keep Customers for Your Small
"For many small business owners, strapped for time and resources, marketing means
advertising and selling," according to Alice Magos, a CCH small business analyst and
a co-author of Find & Keep Customers for Your Small Business. "But a more
successful and sustainable marketing advantage comes from taking a big-picture approach:
analyzing your products or services and your business in relation to your competition,
your customers and trends and conditions in the marketplace, and then implementing a
marketing program that reflects these unique attributes."
Now available in retail and Internet bookstores nationwide, Find & Keep
Customers for Your Small Business provides practical steps, useful tools and a
comprehensive approach for developing and implementing effective marketing programs
specifically for small businesses. Plus, the book is supplemented by online information,
business services and guidance from the team of small office/home office experts who
created CCH Business Owners Toolkit (www.toolkit.cch.com, AOL Keyword: CCH and Compuserve: Go CCH).
Developing a Marketing Mindset
Divided into two key sections, the first section of Find & Keep Customers for
Your Small Business focuses on developing an effective marketing program. This
includes tools for analyzing the competitive environment and cultural trends small
business owners need to examine in order to assess their businesss place in the
market. For example, the book provides thorough guidance for understanding who the
competition is, and their strengths and weaknesses, as well as identifying target
customers and their purchasing behaviors.
Also described in detail are helpful steps for finding the right market and building a
plan to reach that market segment, including market research techniques, with an emphasis
on those that will be most useful and affordable to smaller businesses. The book also
looks in-depth at creating a marketing plan and outlining a realistic marketing budget.
"Often times, small businesses are more nimble and can act more quickly than can
their larger competitors," said Magos. "While this can be a significant
advantage, it also can be devastating if they dont have a clear marketing
foundation. Thats why having the fundamentals of marketing covered clearly
understanding their product, business, competitors and customers is so crucial to
From Plans to Actions
The second section of the book provides an in-depth discussion on implementing
effective marketing programs. Key areas addressed include product development and
refinement, emphasizing the importance of providing unique products or services that will
meet customers needs as well as a process small business owners can use to develop
new products from their business.
Packaging, pricing and distribution strategies also are addressed in detail, including
tips on package design, developing profitable pricing programs and evaluating the pros and
cons of different distribution channel alternatives for delivering products or services to
An in-depth discussion of sales and customer relations helps small businesses pinpoint
their sales philosophy. The guide also illustrates how to build effective customer service
programs, including tips for developing successful sales presentations, how to effectively
leverage emerging e-commerce sales and customer service opportunities, and creating total
quality management programs for customer service initiatives.
Chapters on promotions, advertising and media and community and professional relations
present steps for effectively planning and budgeting marketing communications programs,
using key promotional tactics and evaluating various advertising media, including print
ads, signage, Internet marketing and direct mail. Also addressed is how to target
appropriate stakeholders, including the press, community and professional contacts and
develop communication programs that effectively reach these key audiences.
Applying the Book's Lessons Online
Small business owners are encouraged to use the book together with CCHs free
Internet service, CCH Business Owners Toolkit (www.toolkit.cch.com), and the experts who developed
the site and created the BOT small business book series. The site offers special business
services and tools that can assist the business owner in preparing and implementing a
successful marketing program. Through BOT, users can affordably conduct customer,
prospect and competitive research, write and distribute press releases and find support
for carrying out other marketing and business-related activities.
CCH Business Owners Toolkit, which was recently named one of the 100 best
sites for entrepreneurs by Entrepreneur magazine, is constantly updated to ensure
small businesses have quick access to current information. For example, the service
includes daily news specifically geared toward the specialized needs of a small
office/home office business owner. Entrepreneurs can think of Find & Keep Customers
for Your Small Business as a book they can talk to. Co-author Alice
also known as Ask Alice, answers individual questions on the site.
Pricing and Availability
Find & Keep Customers for Your Small Business (ISBN 0-8080-0354- 2) is
available in major bookstores nationwide, on amazon.com, via the Business Owners
Toolkit Book Store (www.toolkit.cch.com, AOL Keyword: CCH, CompuServe: Go CCH) or by
calling 1-800-248-3248. The book is 224 pages, with soft cover. Single copy price is
$16.95, plus applicable shipping, handling or tax. Quantity discounts are available.
About CCH INCORPORATED
CCH INCORPORATED, headquartered in Riverwoods, Ill., was founded in 1913 and has
served four generations of business professionals and their clients. The company produces
more than 700 electronic and print products for the tax, legal, securities, human
resources, health care and small business markets. CCH is a wholly owned subsidiary of
Wolters Kluwer U.S. The CCH web site can be accessed at www.cch.com.
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EDITORS NOTE: An editorial review copy of Find & Keep Customers for Your
Small Business is available by contacting Mary Dale Walters at 847-267-2038 or email@example.com.