{"product_id":"2940169603477","title":"Outsmarting Goliath: How to Achieve Equal Footing with Companies that are Bigger, Richer, Older, and Better Known","description":"\u003cdiv\u003e \u003cp\u003e\u003cem\u003eOutsmarting Goliath\u003c\/em\u003e 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eChoosing a name and location that bolster consumer confidence\u003c\/li\u003e \u003cli\u003eProjecting a big image without hiring more employees\u003c\/li\u003e \u003cli\u003eCapitalizing on the Internet as an equalizer\u003c\/li\u003e \u003c\/ul\u003e \u003c\/div\u003e","brand":"Blackstone Audio, Inc.","offers":[{"title":"Default Title","offer_id":47114596417776,"sku":"2940169603477","price":16.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/2940169603477_p0.jpg?v=1769897318","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/2940169603477","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}