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Outsmarting Goliath: How to Achieve Equal Footing with Companies That Are Bigger, Richer, Older, and Better Known
Contributor(s): Traverso, Debra Koontz (Author), Fields, Anna (Read by)
ISBN: 0786196068     ISBN-13: 9780786196067
Publisher: Blackstone Audiobooks
OUR PRICE:   $22.46  
Product Type: MP3 CD - Other Formats
Published: June 2001
Qty:
Temporarily out of stock - Will ship within 2 to 5 weeks
Additional Information
BISAC Categories:
- Business & Economics | Marketing - Research
Dewey: 658.022
 
Descriptions, Reviews, Etc.
Publisher Description:
Outsmarting Goliath confronts this paradox: Many of today's consumers--potential customers--turn automatically to brand name products and services, forgetting that the well-advertised brontosauruses often deliver one-of-our-sizes-fits-all service and impersonal sales help. Yet a single phone call, a cleverly crafted letter, a stunning catalog, winning ad, or a well-prepared face-to-face presentation can change a customer's perception. In those crucial situations, the small up-starter can use the tips in this book to capture more clients and give Goliath a headache. Highlights include: Choosing a name and location that bolster consumer confidence Projecting a big image without hiring more employees Capitalizing on the Internet as an equalizer

Contributor Bio(s): Fields, Anna: -

Anna Fields (1965-2006), winner of more than a dozen Earphones Awards and the prestigious Audie Award in 2004, was one of the most respected narrators in the industry. Trained at the Actors Theatre of Louisville, she was also a director, producer, and technician at her own studio, Cedar House Audio.

Traverso, Debra Koontz: -

Debra Koontz Traverso teaches crisis management and prevention as an adjunct professor at Harvard University. She is a small-business consultant serving as the small-business expert for Workingwoman.com. Her book, Outsmarting Goliath, provides strategies to help small businesses defeat larger competitors. Traverso is copresident of WriteDirections.com, a company that offers consulting and teleclasses in business and personal writing. She lives in the Washington, DC, area.