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Marketing starts with putting together the best, most promotable message possible that truthfully represents the "goods" you have. And that message has to highlight a "USP" — a unique selling proposition. The Ultimate Marketing Plan will equip readers with the tools they need to find their own "USP" for all their products, services, or businesses and teach them which delivery methods are the best for their situation.
The Ultimate Marketing Plan has been updated to include new marketing techniques, including voice mail services, the Internet, e-mail, and broadcast faxing.
Through success stories, examples and handson "Think Sheets" readers will learn how to:
— Research the competition
— Build customer interest
— Create their own publicity department with little or no budget
— And more!
What does it take to turn ideas into action? What are the elements of a perfect pitch? How do you win the war for talent? How do you establish a brand without bucks? These are some of the issues everyone faces when starting or revitalizing any undertaking, and Guy Kawasaki, former marketing maven of Apple Computer, provides the answers.
The Art of the Start will give you the essential steps to launch great products, services, and companies-whether you are dreaming of starting the next Microsoft or a not-for-profit that's going to change the world. It also shows managers how to unleash entrepreneurial thinking at established companies, helping them foster the pluck and creativity that their businesses need to stay ahead of the pack. Kawasaki provides readers with GIST-Great Ideas for Starting Things-including his field-tested insider's techniques for bootstrapping, branding, networking, recruiting, pitching, rainmaking, and, most important in this fickle consumer climate, building buzz.
At Apple, Kawasaki helped turn ordinary customers into fanatics. As founder and CEO of Garage Technology Ventures, he has tested his iconoclastic ideas on real- world start- ups. And as an irrepressible columnist for Forbes, he has honed his best thinking about The Art of the Start.
From Publishers Weekly
Kawasaki (Rules for Revolutionaries) draws upon his dual background as an evangelist for Apple's Macintosh computer and as a Silicon Valley venture capitalist in this how-to for lau Read more... 


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