Book 5

Marketing and Promotion

Contents at a Glance

1. Chapter 1: Optimizing Your Marketing Program
   1. Know Yourself, Know Your Customer
   2. Finding Your Marketing Formula
   3. Controlling Your Marketing Program
   4. Refining Your Marketing Expectations
   5. Revealing More Ways to Maximize Your Marketing Impact
2. Chapter 2: Laying a Foundation for Growth
   1. Measuring the Growth Rate of Your Market
   2. Responding to a Flat or Shrinking Market
   3. Finding Your Best Growth Strategies
   4. Growing a Market Segmentation Strategy
   5. Developing a Market Share Strategy
   6. Designing a Positioning Strategy
   7. Growth Hacking to Build Leads and Market Share
   8. Selling Innovative Products
3. Chapter 3: Taking Stock of Your Business Image
   1. Making First Impressions
   2. Auditing the Impressions Your Business Makes
4. Chapter 4: Forging Your Brand
   1. Recognizing What Brands Are and What They Do
   2. Building a Powerful Brand
   3. Your Market Position: The Birthplace of Your Brand
   4. Conveying Your Position and Brand through Taglines
   5. Balancing Personal and Business Brands
   6. Maintaining and Protecting Your Brand
5. Chapter 5: Creating Marketing Communications That Work
   1. Starting with Good Objectives
   2. Developing Effective Marketing Communications
   3. Making Media Selections
   4. The Making of a Mass Media Schedule
   5. Evaluating Your Efforts
6. Chapter 6: Social Marketing: Facebook, Twitter, Instagram, LinkedIn, and Pinterest
   1. Using Facebook for Engagement That Builds Sales
   2. Building Your Twitter Presence
   3. Igniting Your Social Presence on Instagram
   4. Expanding Your Network through LinkedIn
   5. Promoting Your Brand with Pinterest