Effective marketing techniques lie within the reach of both large and small companies with limited marketing budgets. is a comprehensive guide to developing workable and affordable marketing strategies for such firms. After discussing modifications in the marketing mix that could benefit low-budget firms, the book provides practical information on such specific topics as the organization of marketing departments, do-it-yourself public relations techniques, problems of using standard direct marketing tools, the recruitment and training of sales people, price structures, and market research. In addition, an appendix contains valuable materials such as sample phone scripts, releases, and reply cards.