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

     
    What works and why in small business marketing campaigns.
    4/22/2002
    "No hard and fast rules exist for creating a small business marketing campaign," writes Warrillow, who heads up a Toronto strategy and research firm that assists Fortune 500 companies in serving small business owners. No rules perhaps, but there are some tricks of the trade that can help marketers explore the nuances of a category that includes businesses as diverse as big-name photography studios and mom-and-pop dry cleaning operations. Warrillow describes how to segment and aggregate the small business market, and how to understand and communicate with entrepreneurs. One bonus here is the section "Small Business Marketing Campaigns that Resonate," which presents nine case studies of real campaigns, illuminating tactics that worked and why.
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