Table of Contents
Introduction. Part I: Where You Are, Where You're Going.
Chapter 1: Making the Most of Your Marketing.
Chapter 2: Your Marketing Strategy and Plan.
Chapter 3: Researching Your Customers, Competitors and Industry.
Part II: Advertising Everyone can Do.
Chapter 4: Brochures, Signs and Posters.
Chapter 5: Press, TV and Radio Ads.
Part III: Powerful Alternatives to Traditional Advertising.
Chapter 6: Digital Marketing.
Chapter 7: Direct Marketing and Telemarketing.
Chapter 8: Public Relations, Word of Mouth and Live Marketing.
Part IV: Connecting With Your Customers.
Chapter 9: Branding, Managing and Packaging a Product.
Chapter 10: Distribution, Retail, Price and Promotions.
Part V: The Part of Tens.
Chapter 11: Ten Common Marketing Mistakes to Avoid.
Chapter 12: Ten (or so) Ways to Save Money in Marketing.
Index.