A practical compendium of the best, inexpensive marketing techniques for small businesses and service firms. Presents useful ideas in a straightforward, step-by-step manner. Features suggestions for selling, advertising, publicity, promotion and customer service—all designed for low-cost but effective implementation. This edition contains thorough coverage of the latest methods in the age of the PC, fax, E-mail and laser printer plus a new chapter, Beyond Market Niching, which emphasizes how to anticipate what"s next within the markets you"ve targeted and becoming the only viable alternative to meet your customers" needs.