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Techniques smaller businesses can use to stretch their marketing dollars--and keep customers loyal for a lifetime Traditionally, the competitive ace -in -the hole for smaller businesses has been their ability to provide more personalized service than their larger, arm's-length competitors. However, CRM initiatives and Web-based technologies now allow global businesses to appear and behave much "smaller" than in the past, leaving local businesses scrambling to uncover new areas of differentiation and competitive advantage. "Big Business Marketing for Small Business Budgets shows small business owners how to make the most of their limited marketing dollars by capturing the lifetime loyalty of their most valuable customers. This hands-on, how-to-do-it book features tricks and techniques of global marketers from Amazon.com to American Express that operations of all sizes can use to quickly and inexpensively: Develop precise, personalized marketing programs Incorporate the Internet with existing marketing activities Collect and utilize valuable customer preference data for marketing "individually" to customers In today's price-driven, "What's in it for me?" marketplace, developing and sustaining long-term customer relationships has become increasingly difficult for smaller businesses--but not impossible. Let "Big Business Marketing for Small Business Budgets show you how to compete with your largest competitors--and adopt and adapt their well-researched tips and techniques to gain lifetime customers.

With the race for globalization in the international business community progressing at a heated pace, America hosts some 41 million international visitors who spend over $50 billion dollars here each year. Long-term success in international business means forming a solid, lasting business relationship. But developing that rapport with clients and colleagues from abroad isn’ t as simple as sealing a big deal. Business people hosting international visitors can gain an edge on their competitors by making their guests’ visits to America as comfortable, easy, and pleasant as possible. In Do’ s and Taboos of Hosting International Visitors, bestselling author Roger E. Axtell shows you the ins and outs of hosting international business visitors. From general business protocol to the tiny details that make the difference between a good and a great host, Do’ s and Taboos of Hosting International Visitors shows you why hosting is an increasingly important business skill. You’ ll learn more than which wine to serve your French guests or how to make small talk with an Arab. The book gives you solid business information designed to make you a world-wise executive and business negotiator. You’ ll discover: How to work effectively through foreign language interpretersHow to defuse loaded and antagonistic questions about U.S. foreign policyHow to be especially adroit at conducting business with the Japanese, the British, and CanadiansHow to use negotiating tactics tailored to the culture sitting across the bargaining tableAnd much more!Do’ s and Taboo’ s of Hosting International Visitors helps you prepare for entertaining, dining, and drinking with internationalvisitors. You’ ll find appropriate gifts for and curious customs of your guests, plus quick reference lists of religions predominant in each country and their popular sports and national toasts.

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