000			01620nam a22001937a 4500
008			120831t xxu||||| |||| 00| 0 eng d
020			_a0075604698
050			_aHG5415.13.R67
100			_aRoss, S.J
245			_aSmart marketing on a small budget: create the plan, write the copy and develop the designs that deliver sales. / _cS.J Ross
260			_aNew York: _bMcGraw- Hill, _c1999.
300			_aviii, 270 p.: _bill.; _c24cm.
500			_aIncludes index.
505			_aContents: The Strategy: The Foundation:your base of success -- The Guidepost: know where you're going to get what you want -- The Communications: the means to the end -- The Evaluation: your continuous improvement plan -- The Communications: News kits and news releases: affordable publicity -- Sales and marketing letters: mailed persuasion -- Sales and marketing brochures: your paper sales force -- Print advertisement: reach out and sell -- Web sites: compete in the big league -- The Words: The Fast and easy writing formula: five easy steps -- Writing style and usage: speak and be heard -- Editing and proofing: search and correct -- The Design: Look and layout: a place for everything and everything in its place -- Fonts: Characters and character -- Visuals, color and paper: designing for dollars -- The Events: Trade shows: marketing by mouth -- Sales presentations and speeches: write the words that get the sale -- Media liaison: meet the press -- The Worksheets -- Appendix.
650			_aMarketing _xCost control.
650			_aSmall business _x Management.
650			_aMarketing _xCost-effectiveness
942			_2lcc _cBK
999			_c2271 _d9771