内容

目次

Introduction.Part I: Designing a Great Marketing Program.Chapter 1:Maximizing Your Marketing Program.Chapter 2: Clarifying Your MarketingStrategy.Chapter 3: Writing a Marketing Plan.Part II: Leveraging YourMarketing Skills.Chapter 4: Researching Your Customers, Competitors, andIndustry.Chapter 5: Engaging Your Marketing Imagination.Chapter 6: Pumping UpYour Marketing Communications.Part III: Advertising for Fun andProfit.Chapter 7: Brochures, Print Ads, and Other Printed Materials.Chapter8: Billboards, Banners, Signs, and More.Chapter 9: Radio, Video, and TV.PartIV: Finding Powerful Alternatives to Advertising.Chapter 10: Marketing on theWeb.Chapter 11: Publicity, Giveaways, and Word of Mouth.Chapter 12: SpecialEvents, Trade Shows, and Other Face-to-Face Marketing Opportunities.Chapter13: Direct Marketing: Direct-Response Ads, Direct Mail, andTelemarketing.Part V: Selling Great Products to Anyone, Anytime,Anywhere.Chapter 14: Branding, Managing, and Packaging a Product.Chapter 15:Pricing and Price-Based Promotions.Chapter 16: Distribution, Retail, andPoint of Purchase.Chapter 17: Sales and Service Essentials.Part VI: The Partof Tens.Chapter 18: Ten Common Marketing Mistakes to Avoid.Chapter 19: TenWays to Save Money in Marketing.Chapter 20: Ten Quick Ways to Make MoreSales.Chapter 21: Ten Tips for Boosting Web Sales.Index.