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.

Index.