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Marketing and Sales : Article

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Strategies for Carving Your Niche in a Specialty Business
Seyfert Valorie
4/15/2004
Article Resource
Summary:

Carving a niche in a specialty business entails listening to customers for specific needs and becoming known in the industry as an expert or insider, says the cofounder of a broker-dealer that serves credit unions.

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Spreading the News
Henry Shannon
1/4/2007
Article Resource
Summary:

Shannon Henry, former writer of The Washington Post's "The Download" column, gives advice as a journalist to entrepreneurs about working with the media to generate publicity. This includes researching the publications you're interested in and making sure to give reporters a "news hook" about your firm.

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Selling Your Soul: The Personal Sacrifices of the Entrepreneur
Jagemann Paula L
1/4/2007
Article Resource
Summary:

The author illustrates how a vigorous public relations campaign-more than any marketing effort-helped establish her company's growth track, especially through publicity of the entrepreneur herself and her firm's board of directors.

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Secondary Market Research Resources
Marchand Nikki
4/1/2007
Article Resource
Summary:

Understanding your industry, competitors, and customers is necessary for any entrepreneur. Primary research helps gather specific data, but secondary market research is also helpful. This article outlines fundamental, secondary research resources, which are either accessible online or at your local library.

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Questions to Answer When Analyzing Competition
Warner Bill
4/1/2007
Article Resource
Summary:

Your basic business strategy and product plan needs to be rooted in an understanding of what it takes beat the competition. To do so, this author says you must have a realistic understanding of what you are up against, and he lays out a method to do smart market research.

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Publicity
FastTrac
1/25/2007
Article Resource
Summary:

Publicity is known as "free advertising" but can be expensive in terms of the time and resources you invest. This article will discuss how to make publicity work for you.

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Public Relations: Hosting a Major Event
Kuhn Steve
1/8/2007
Article Resource
Summary:

When the author's company was selected to host an event featuring the President of the United States, a lot of hard work was required to pull it off. The PR benefit of hosting such an event, however, was a critical factor in helping fuel the company's continued growth.

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Public Relations More than Press Releases
Kraus Margery
1/4/2007
Article Resource
Summary:

Quality public relations is not a tactic but is an essential part of entrepreneurial success. Investing in public relations builds "return on reputation" (ROR) along with your products' "return on investment" (ROI) to build company value for the long term.

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Public Relations During a Crisis: Balancing Truths
Taffel Alan
1/4/2007
Article Resource
Summary:

Most entrepreneurs at some point experience crises in their businesses, which require crisis communication strategies. The key is developing a crisis management strategy that is up-front about the problem at hand and also focuses on maintaining the firm's long-term viability.

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Promotions
FastTrac
1/25/2007
Article Resource
Summary:

Promoting your products and services is a great way to stay in front of the potential or existing customers and to create interest to buy again.

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