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Index
Cover
Table of Contents
Title Page
Introduction
Part I: Designing a Great Marketing Program
Chapter 1: Optimizing Your Marketing Program
Chapter 2: Strengthening Your Marketing Strategy
Chapter 3: Writing a Marketing Plan
Part II: Leveraging Your Marketing Skills
Chapter 4: Researching Your Customers, Competitors, and Industry
Chapter 5: Engaging Your Marketing Imagination
Chapter 6: Pumping Up Your Marketing Communications
Part III: Advertising for Fun and Profit
Chapter 7: Perfecting Your Printed Materials
Chapter 8: Signing On to Outdoor Advertising
Chapter 9: Broadcasting Your Message
Part IV: Finding Powerful Alternatives to Advertising
Chapter 10: Maximizing Your Web Marketing
Chapter 11: Making a Positive Impression in Low-Cost Ways
Chapter 12: Leveraging Face-to-Face Marketing Opportunities
Chapter 13: Going Direct with Your Marketing
Part V: Selling Great Products to Anyone, Anytime, Anywhere
Chapter 14: Making Your Brand Stand Out
Chapter 15: Finding the Right Pricing Approach
Chapter 16: Distributing Your Product Where Your Customers Are
Chapter 17: Succeeding in Sales and Service
Part VI: The Part of Tens
Chapter 18: Ten Common Marketing Mistakes (And How to Avoid Them)
Chapter 19: Ten Ways to Launch Guerilla Marketing Attacks
Chapter 20: Ten (Or So) Ways to Survive Sales Downturns
Chapter 21: Ten (Plus One) Tips for Boosting Web Sales
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