"This remarkable book will be a milestone for all marketers, educators, and communicators who still ask the fundamental question: how can we connect with consumers today? For the first time, a smart, clear, and essential guide to the changing habits and digital needs of contemporary audiences. It is a must-read for all of our staff." Bob Witeck CEO of Wireck-Combs Communications Coauthor of Business Inside Out: Capturing Millions of Brand-Loyal Gay Consumers<BR><BR>"A Must-have handbook for local retailers in their everyday David vs. Goliath battle with the Big Boys. Each chapter lays out step-by-step how to enhance the shopping experience of your core customers and how to enlist them to attract even more shoppers to your store. Building Buzz to Beat the Big Boys shows you how to leverage your natural competitive strength, your closeness to your customers. Level the playing field with the Big Boys and gain the competitive edge." Arthur R. Tauder Former Vice-Chairman of McCann WorldGroup, Founder-Thunder House Enterprises<BR><BR>"While a single profile no longer fits all affluent consumers, the market for luxury goods is a global one in which shoppers seek relevance, value, and fun. Drawing on their own research, Michman and Mazze examine this booming market, who constitutes it, and how businesses can meet lifestyle-based desires. They examine the strategies of companies from Tiffany and Co. to Wal-Mart for attracting wealtheir seniors and others in the segmented market who cross-shop at both." Reference & Research Book News<BR><BR>According to the Wall Street Journal, 572,900 new businesses were started in the United States in 2003---and 554,800 businesses failed that same year. Perhaps that dismal statistic comes from the fact that more than 95 percent of all small, new businesses make one or more of the four major marketing strategy mistakes identified in this book.<BR><BR>Starting and growing a small business is not easy, especially in a difficult economy. Creating a Successful Marketing Strategy for Your Small New Business will help entrepreneurs load the odds in their favor with a four-part, step-by-step procedure for creating a marketing strategy that works---and avoid the four major marketing strategy mistakes that can spell disaster.<BR><BR>Readers will come away understanding how to create a complete, synergistic marketing strategy with the characteristics and elecments associated with successful startups, as well as an understanding of the sophisticated marketing strategy characteristics that lead to longevity in the marketplace. They will learn how to avoid errors that create lengthy delays in revenue generation or prematurely drain cash, and how to defend against large, well-established competitors. Numerous real-world examples are used throughout to assure maximum clarity. Note: This book is not aimed at mom-and-pop start-ups, but at serious entrepreneurs with high potential ideas who dream of creating sizable businesses.