List $24.95

Written by Debra Koontz Traverso - Audio book narrated by Anna Fields - Unabridged Nonfiction - 1 MP3 COMPACT DISC

Publisher, Blackstone Audio (October 2001)

ALERT! YOUR CD PLAYER MUST BE MP3 COMPATIBLE! MP3 audiobooks on compact disc can be played on newer CD players that support MP3 technology and accept a 4.75" diameter disc, and on any personal computer that has Microsoft's Media Player or similar software.

"Traverso gives small businesses far more than a slingshot. She gives them a lush arsenal of marketing weapons and insights that they can use to defeat the giants." —Jay Conrad Levinson, Author of the Guerilla Marketing book series.

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.