| Introduction.
Part I: Tools for Designing Great Marketing Programs.
Chapter 1: Boosting Your Business with Great Marketing.
Chapter 2: Auditing Your Marketing to Achieve Your Business Goals.
Chapter 3: Marketing Plans.
Part II: Boosting Your Marketing Skills.
Chapter 4: The Customer Research Workshop.
Chapter 5: The Creativity Workshop.
Chapter 6: Writing Well for Marketing and Sales.
Chapter 7: Using Testimonials and Customer Stories.
Part III: Advertising Management and Design.
Chapter 8: Planning and Budgeting Ad Campaigns.
Chapter 9: Shortcuts to Great Ads.
Part IV: Power Alternatives to Advertising.
Chapter 10: The Basics: Branding through Business Cards and Letterhead.
Chapter 11: Essential Brochures, Catalogs, and Spec Sheets.
Chapter 12: Planning Coupons and Other Sales Promotions.
Chapter 13: Spreading the Word with Newsletters.
Chapter 14: Taking Advantage of Publicity.
Part V: Sales and Service Success.
Chapter 15: Mastering the Sales Process.
Chapter 16: How to Close the Sale.
Chapter 17: The Sales Success Workshop.
Chapter 18: Dealing with Difficult Customers.
Part VI: The Part of Tens.
Chapter 19: Ten Great Marketing Strategies.
Chapter 20: Ten Ways to Make Marketing Pay.
Chapter 21: Ten-Plus Ways to Market on the Web.
Appendix: About the CD.
Index.
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