Publisher's Synopsis
Is This Book For You?"My business is slow and getting slower. I've tried a million ways to get new customers but I don't get any real results. I just don't understand why it's so hard to grow my business."Thousands of entrepreneurs and small businesses suffer from not understanding their customers. They don't what they are doing right that causes customers to come to them. And, importantly, they don't know why customers choose to shop a competitor instead. Essentially, they lack a clear understanding of the needs of their customers and prospects which, if exploited, would assuredly grow their business.Often ego or downright stubbornness prevents entrepreneurs or small-business executives from using market research. They think they know the needs of their customers better than the customers themselves. Frequently, they feel that marketing research is too expensive, complex or just won't provide new answers. As such, they plough blindly ahead, wasting money on dull or meaningless advertising, promotion or sales events or introducing irrelevant new products or services. They fail to understand that a small expenditure on marketing research could point them in the right direction.Market research is not a black box. It is not just for big companies. It can be used effectively andeconomically by any business or entrepreneur seeking to maximize the opportunities for success and minimize the costs of failures. Essentially, Guerrilla Marketing Research provides the hands on tools so that small and mid-size businesses can use marketing research to ensure success and prevent imminently preventable failures.Here's What It's About: Guerrilla Marketing Research-Marketing Research Techniques That Will Make Any Business More MoneyGuerrilla Marketing Research trades off the well-know Guerrilla Marketing franchise. It explains how to use market research as tool for more effectively developing marketing, sales promotion or new product endeavors. Importantly, it illustrates how big companies use market research to make money and how small companies can do the same at a fraction of the cost. In doing so, it explains to small and mid-size companies and entrepreneurs, and even larger businesses that don't employ market research professionals, how marketing research can add to their bottom line.
