| Introduction.
Part I: Getting Started in Marketing.
Chapter 1: A Helicopter View of the Marketing Process.
Chapter 2: All About Customers.
Chapter 3: Seeing Your Product through Your Customers’ Eyes.
Chapter 4: Sizing Up Competitors and Staking Out Market Share.
Chapter 5: Goals, Objectives, Strategies, and Budgets.
Part II: Sharpening Your Marketing Focus.
Chapter 6: Projecting the Right Image.
Chapter 7: Establishing Your Position and Brand.
Chapter 8: Getting Strategic before Getting Creative.
Chapter 9: Hiring Help for Your Marketing Program.
Part III: Creating and Placing Ads.
Chapter 10: Mastering Advertising Basics and Media Planning.
Chapter 11: Creating Print Ads.
Chapter 12: Broadcasting Ads on Radio and TV.
Part IV: Getting the Word Out without Advertising.
Chapter 13: Mailing Direct to Your Market.
Chapter 14: Brochures, Promotions, Trade Shows, and More.
Chapter 15: Public Relations and Publicity.
Chapter 16: Tapping the Internet’s Marketing Power.
Part V: Winning and Keeping Customers.
Chapter 17: Making the Sale.
Chapter 18: Enhancing Customer Service.
Chapter 19: Fortifying Customer Relationships.
Part VI: The Part of Tens.
Chapter 20: Ten Questions to Ask Before You Choose a Name.
Chapter 21: Ten Ideas to Embrace and Ten to Avoid.
Chapter 22: Ten Steps to a Great Marketing Plan.
Appendix: Where to Find More Information.
Index.
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