your key to success in the specialty coffee industry

Effective and Essential Marketing for the Specialty Coffee Retailer

Bruce Milletto

2005 winner of the Specialty Coffee Association of America's "Best New Educational Product" award.

Serving the best coffee in town won't help your business if no one knows about it! In Effective & Essential Marketing for the Specialty Coffee Retailer, Bruce Milletto gives you access to his vast knowledge of the specialty coffee industry and explains how thoughtful attention to promoting your business can mean the difference between becoming your community's third place and being in third place.

Effective marketing creates awareness of [and loyalty to] your brand in your community, even when the mega chains come to town. This book gives you the tools you need to use your passion for coffee and your distinct advantage as a local business to compete effectively against the corporate giants.

A successful marketing program doesn't have to be the brainchild of a highly trained professional. Nor do you need to throw big advertising dollars in front of potential customers with the hope they will stumble over them and into your store. With some expert guidance and your own commitment to success, you can develop a loyal clientele and outwit the competition, without breaking the bank.

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