Brian Jud

Once you have a good grasp of who your customer is - or customers are - the next step is to identify which of your products and services (or combinations of products and services) your customers value. The emphasis remains on aligning the benefits you provide with the diverse needs of different customers.

Who is your customer? Are you sure?

Your first response is probably, "That is a pretty silly question." Of course, your customer is the person who buys your books. But if you interpret the question differently, your answer could have significant impact on your business future, since it determines your business model and where you will invest your resources.

Once the decision is made to conduct a promotional campaign, the process to find the best item begins by talking with potential suppliers (coffee mugs, apparel, hats, books) for their ideas and prices. Once the buyers have reduced the list to a final few, they may ask the finalists to offer something more. Those not familiar with the negotiation process usually offer a price concession, and thereby lose the sale. Here are Ten Tips for Choosing a Tiebreaker and Closing More Sales.

Why don't more publishers seek sales in non-bookstore markets where they can sell more books more profitably? One theory is that they are skilled at executing clearly defined strategies but are not comfortable applying out-of-the-box thinking. Or, when a new idea does emerge it is usually doomed because the publisher is organized to support one way of doing business and doesn't have the organization to support a new one, i.e., special sales. Here are Ten Ways to Search for New Business Opportunities and Still Stay in Your Comfort Zone

One buzzword in today's business world is "marketing."  However, people are often confused about what marketing really is. Well, here are Definitions of the Top Ten Marketing Terms.

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