How to find - and keep - your essential core customers? With the increasing number of factory outlets, price clubs, and megastores in today's marketplace, how can small business owners effectively compete for customers? In this practical, straightforward new book, Jonathan Trivers, a marketing professional who has counseled over 1,400 entrepreneurs and small businesses, offers a complete guide to creating and implementing a marketing plan designed to help Main Street retailers - like you - successfully compete against the big guns . Based on 12 marketing principles, One Stop Marketing shows you how to identify and keep essential core customers by recognizing their needs and responding to changes in their buying habits. With practical tips, invaluable advice, and real-world examples from actual businesses, here's where you'll find: keys to narrowing your product assortment; steps for increasing the value of your products and services; tips on keeping your customer happy long after the sale; methods for promoting to your core customer; and, special Getting Down to Business sections that help you determine how to apply each marketing principle to your store.