“Brains Over Bucks.”

BY-THE-BOOK - MARKETING
SMART ANSWERS
Karen E. Klein

You’ll find no shortage of marketing advice in your local library, where the real dilemma may prove to be which to heed.

Q: Is there a terrific book on marketing, hopefully including lots of examples for small businesses, that your experts can recommend?
— G.G., New York City.

A: We couldn’t get our experts to agree on one title, but we did get several recommendations for good marketing books. Pick up one or all of them at the bookstore, or purchase the one that seems the most promising and then check the rest out of your local library .

HERE, THERE, EVERYWHERE. Several experts recommended Street Fighter Marketing for retailers, and How To Get Clients for all sizes and kinds of business enterprises. Both titles are the work of marketing-guru brothers Jeff and Marc Slutsky, and include discussions of various kinds of marketing efforts, including direct-mail, events, outdoor promotions, and media advertising. There are also examinations of the pros and cons of various approaches featuring reallife ex.

Have a question about your business? Ask our small-business experts. Send us an e-mail at Smart Answers, or write to Smart Answers, BW Online, 45th Floor, 1221 Avenue of the Americas, New York, N.Y. 10020. Please include your real name and phone number in case we need more information; only your initials and city will be printed. Because of the volume of mail, we won't be able to respond to all questions personally .

Karen E. Klein is a Los Angeles-based writer who covers entrepreneurship and small-business issues .