How small business owners can identify and reach their core customers Based on 12 marketing principles, this book shows how to find and keep essential core customers by recognizing their needs and responding to changes in buying habits. And who better qualified to offer these techniques than a marketing professional who has counseled over 1,400 entrepreneurs and small business owners? * Cites real world small business examples, including Norris Stores, Yogurt Connection, and Carter Lake Auto Supply JON TRIVERS (Medford, Oregon) was president of Abbey Carpet Company, America's largest floor covering franchiser, and is now adjunct professor at the School of Business at Southern Oregon College.

Table of Contents

MARKETING. The Quiet Revolution: The Changing Customer. The Loud Revolution: The Changing Retailer. The Smart Marketing Definition. What Marketing Is Not. Your Marketing Know-How. MARKETING PRINCIPLES. The 12 Retail Marketing Principles That Work. A Marketing Success Story. FINDING CUSTOMERS. Finding Customers: The Three Steps. Markets: Understanding Your Different Customers. Segmenting Markets: Finding Your Core Customers. Building Markets and Creating Benefits. KEEPING CUSTOMERS. Keeping Customers: Three Best Ways. Avoid at All Costs: Delusions of Adequacy. Don't be Overserviced. Act Direct, Be Direct. Index.

Author Biography

JONATHAN TRIVERS was president of Abbey Carpet Company, the largest floor-covering franchiser in the United States. He is currently adjunct professor at the School of Business at Southern Oregon State College. Mr. Trivers lives in Medford, Oregon.