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Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide [Englisch] [Gebundene Ausgabe]

John Jantsch
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Taschenbuch EUR 11,34  

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Produktinformation

  • Gebundene Ausgabe: 285 Seiten
  • Verlag: Thomas Nelson (27. April 2007)
  • Sprache: Englisch
  • ISBN-10: 078522100X
  • ISBN-13: 978-0785221005
  • Größe und/oder Gewicht: 21,3 x 15,9 x 2,7 cm
  • Durchschnittliche Kundenbewertung: 4.0 von 5 Sternen  Alle Rezensionen anzeigen (1 Kundenrezension)
  • Amazon Bestseller-Rang: Nr. 606.346 in Englische Bücher (Siehe Top 100 in Englische Bücher)

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Produktbeschreibungen

Synopsis

Talks about duct tape marketing, a small business marketing programme to treat marketing as an integrated system. This system includes a series of steps and strategies that various businesses, regardless of size can use to produce stunning returns from a consistent marketing effort.

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7 von 7 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen Gute How-To-Literatur 22. Juli 2009
Format:Gebundene Ausgabe
Der Autor schreibt das Buch an Geschäftsführer/Inhaber von Kleinst- und Kleinunternehmen, wie den lokalen Mahler oder Heizungsmonteur. Diese Zielgruppe hat so gut wie kein fundiertes Marketingwissen, wie der Autor es auch schreibt. Bei Kleinunternehmen kommt es zuerst auf die fachlichen Qualitäten an und erst sekundär werden die betriebswirtschaftlichen Fähigkeiten beachtet. Das Buch benötigt so gut wie kein Vorwissen. Alle Tipps, Tricks und Vorgehensweisen können sofort umgesetzt werden.

Mir haben die Tipps nichts gebracht, da ich mich schon besser in dem Thema auskenne und mehr Tiefgang erwartet habe. Um genau zu sein: Tiefgang darf gar nicht erwartet werden. Es wird nur geschrieben, wie es ist und was man tun kann, es wird nicht erklärt warum ein Sachverhalt so ist. Das Gute an diesem Buch ist, dass es trotz des amerikanischen Ursprungs fast 1:1 auf Europa/Deutschland übertragen werden kann. Die meisten Dinge gelten hier auch. Wenn als der Heizungsmonteur dem Englischen fähig ist, ist das Buch durchaus gut um sein Geschäft etwas auf trapp zu bringen. Das Buch ist einfachem Englisch geschrieben.

Man muss sich aber direkt von der Idee verabschieden alles umzusetzen in diesem Buch. Dafür hat man als Geschäftsführer keine Zeit in einem kleinen Betrieb. Hier mal ein paar Stichworte was in diesem Buch alles abgedeckt wird:

- Die richtigen Kunden finden (Fokus, nicht jeder Kunde ist ein guter Kunde)

- Kunden erziehen statt umwerben

- Für jede Kundenbeziehungsintensivität das richtige Werbematerial bereit halten

- Eine Webseite ist auch für lokale, kleine Unternehmen wichtig (Wichtig: Hier ist der Stand des Buchs 2006.
Lesen Sie weiter... ›
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Amazon.com: 4.6 von 5 Sternen  75 Rezensionen
32 von 33 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen A Complete Marketing System for Small Business Owners 6. Januar 2007
Von Bill Brelsford - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
I read a lot of business books, and in my opinion there are two things that make this book unique. The first is the focus on the needs of small business. Many marketing books have lessons that small business owners can apply to their business, but this book focuses squarely on the needs of the small business owner. As a result, you will find a lot of practical advice that you won't have to spend a fortune on to implement.

The second thing that I think is unique is the focus on marketing as a system. Many books address a particular aspect of marketing - defining your target market, lead generation, marketing metrics, product development, etc. This book focuses on creating a complete marketing system - from defining your marketing strategy to implementing that strategy in your day to day operations.

The first part of the book walks you through the steps of building a solid foundation. Beginning with the user friendly definition of marketing as "getting people to know, like, trust, buy from and refer you to others", the author shows you how to identify your target market, develop your core marketing message and then communicate that message with marketing materials that educate.

The second part of the book shows you how leverage the foundational work you did in part one by applying different marketing tactics (advertising, PR, direct mail, etc.) in order to attract more of your ideal customers.

The third part of the book discusses how to put your marketing on auto-pilot by systemizing your marketing tasks and creating a marketing plan, budget and calendar.

The appendixes are filled with additional resources to help you get started on your marketing plan. Appendix C is actually a bunch of discount offers for products and services that will help you implement the ideas in the book. A free marketing coaching session, web hosting on Yahoo!, logo design and a discount on the popular ACT! contact management software are some of the offers you will find in this section. Taking advantage of any one of these offers should cover the cost of the book.
44 von 48 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Filled with clever little points worth trying in your business. 12. März 2007
Von John Matlock - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
There are a series of books that I keep on a special - quite small - bookshelf. I try to reread each of them every year or so. While I've gotten to the point that I know what they say, but each time I go through one of them I get an idea or two to try in promoting my business.

This book has made it to that shelf.

It got a decision to be put there while I was reading it at the book store. On page 24 there's a story of a lady wanting to sell helmets in a state with no helmet law. So she started stocking children's helmets. When riders told her they didn't want a helmet she asked, 'What about one for the child, they aren't old enough to make that decision for themselves.' What daddy could resist? Then a month later they were back for a helmet for themselves after the kid was asking, 'Daddy, where's your helmet." So a sale for Daddy, little Jimmy and little Suzie. Three sales for one question.

Then on page 83 there's the advice:

Shoot your web designer if they:

Suggest flash intro pages

Suggest frame pages

Suggest templates.

Yes, Yes, Yes!

One point about the web I do not agree. Learn to do your web site yourself. You may hire a designer to do it at first, but then maintain it yourself. It isn't hard and you won't be nickled and dimed to death over every small change you want.

I could go on, but I'm sure you get the idea. All of his ideas won't be applicable, but if you get a good idea or two each time you read through it, the book is worth it's cost many times over.
23 von 23 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen Great resource for the novice 30. Juni 2008
Von Michael J. Stelly - Veröffentlicht auf Amazon.com
Format:Taschenbuch
Novice business owners, like me, will love this book. It lays out the foundation for marketing your business with no expectation of prior marketing experience. Great job, John.

My one gripe, and the reason I gave it 4 of 5, is that the author assumes that you, the business owner, have an established clientele. Start-up owners, like me, who want to kick off the marketing effort to establish a clientele, will have to "act as if" we do and fill in the blank spots with educated guesses.

John, if there's a sequel, please point out where start-ups differ from established small businesses and if we need to do something different to reach the same goal in that particular phase of marketing.

All in all, though, a great read.
29 von 33 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen One of the best books on marketing that a small business owner can read 3. August 2007
Von Manny Hernandez - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe|Von Amazon bestätigter Kauf
To say "Duct Tape Marketing" is a great book is an understatement. As an entrepreneur who has founded two small companies, I found John Jantsch's approach to help customers to know, like and trust you more to be intuitive, yet very powerful.

He got my undivided attention from the point he proposed having you first identify your ideal clients (as early as in page 5) and asking you to fire about 20 percent of your past customers, if they no longer fit into the picture of your current business. Now THAT makes sense and it is SO powerful: I could recall the occasions when I was spending time pursuing projects that were not a good fit for the goals of our company, but we still pursued them ("Hey! It's business!"). Since I read that section, I've felt more comfortable not pursuing distracting projects.

He then proceeds to walk you through the discovery and delivery of your marketing message in a way that speaks to the heart of those ideal customers you identified early on. The rest of the book is packed with tactics to get that message in front of your target audience and help them contact you and refer you.

These easily are the best 300 pages I have read since I became a small business.
35 von 42 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen This Book Has the "Right Stuff" 5. Februar 2007
Von Jill Konrath - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
John Jantsch knows what it takes to create marketing that sticks and ultimately leads to quantifiable results. His up-to-date advice shows small business owners numerous strategies they can implement to create a systematic approach to marketing. For companies selling into the business-to-business (B2B) marketplace, pay particular attention to these chapters:

(5) Produce Marketing Materials that Educate: Corporate decision makers today are turned off by self-serving promotional materials. This books points out numerous ways you can create high value, educational marketing collateral that will really make an impact.

(6) A Website that Works Day & Night & (12) Automate Your Marketing with Technology Tools: Most small business owners have no idea how valuable their website can be. Why not? Because they're not doing the right stuff. In this book, you'll learn the basics you need to know in order to maximize technology for business growth.

(10) Earned Media Attention and Expert Status: To crack into corporate accounts today, it's imperative to become a thought leader in your field - even if you're a one-person firm.

If you're just setting up a company, this book provides an excellent overview of how to get your marketing machine in gear. If you've been in business awhile, but you're working too darn hard for the amount of money coming in, this book will be a good refresher.

Finally, I'd like to add that John Jantsch practices what he preaches. Several years ago John invited me to be a part of his Duct Tape Marketing Blog which has numerous experts sharing their knowledge on small business marketing. When the blog received recognition from Forbes & Marketing Sherpa, he leveraged that to get even more media attention, which ultimately led to more opportunities for him to grow his business. I'd suggest you study his website and personal marketing initiatives to really learn how to implement these ideas.

Well-planned marketing can take your company to a whole new level with a lot less effort. If you haven't pulled together your strategic plan or started implementing, it's time!
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