Drilling for Gold: How Corporations Can Successfully Market to Small Businesses - Hardcover

Warrillow, John

Hardcover

ISBN 10: 0471128902 ISBN 13: 9780471128908

Publisher: John Wiley & Sons, 2002

Synopsis

Unearth the lucrative opportunities of the small business market
The new entrepreneurial explosion has many Fortune 500 companies pinning their hopes for prosperity on the small business sector. But most blue chip behemoths simply don′t know how to reach small businesses–they don′t understand this segment′s diversity and how to effectively reach out to its various parts. Drilling for Gold will show the big companies just how small businesses tick. John Warrillow reveals the enormous size of the small business marketing opportunity and shows readers various ways to reach this vast, yet seemingly hidden sector. He covers how to address the small business market, managing cost control, and segmenting the customer base, along with numerous case studies.

About this title

From the Back Cover:

Get inside the head of a small business owner

Here′s what Fortune 500 marketers are saying about John Warrillow and his new book, Drilling for Gold: How Corporations Can Successfully Market to Small Businesses:

"Warrillow provides thought–provoking and entertaining insight about the passion of entrepreneurs and small business owners. Drilling for Gold provides excellent advice for companies targeting small businesses."
–S. Jay Nalli, Vice President, Americas Small Business, IBM

"John has successfully captured the knowledge he has gained from working with small business marketers and transformed it into a well–crafted and meaningful guidebook."
–Judy Hilvers, Senior Vice President, Corporate Marketing
Citicorp Diners Club Inc.

"Easy to read and easy to put into practice . . .this book should be read by anyone interested in increasing the effectiveness of their marketing (and selling) to small businesses."
–Elizabeth Weisser, Vice President, British Airways, USA

About the Author:

JOHN WARRILLOW is President of Warrillow & Co., a strategy and research firm that specializes in helping Fortune 500 companies get inside the head of small business owners. The firm counts twelve of the Fortune 100 and seven of the top ten business–to–business spenders in the United States as customers. Warrillow & Co.′s client list includes American Express, Bank of America, British Airways, Citibank, IBM, Microsoft, and Visa. John Warrillow studied at Queen′s University in Kingston, Ontario, and started Warrillow & Co. in Toronto, where he lives with his wife, Jennifer.

About this edition

• Publisher: John Wiley & Sons
• Publication date: 2002
• ISBN 10: 0471128902
• ISBN 13: 9780471128908
• Binding: Hardcover
• Number of pages: 232