Table of Contents
Introduction. Part I: Entering the World of Marketing.
Chapter 1: Understanding the Marketing Process.
Chapter 2: Putting Customers First.
Chapter 3: Being Mindful of Market Forces.
Chapter 4: Failing to Plan is Planning to Fail.
Part II: Investing In Your Brand.
Chapter 5: Brand Basics.
Chapter 6: Creating Your Visual Brand Identity.
Chapter 7: Brand You.
Chapter 8: Creating a Grand Brand Experience.
Part III: Getting Your Business in the Media.
Chapter 9: Mastering the Basics of Advertising.
Chapter 10: Developing Your Advertising Plan.
Chapter 11: Getting the Message Out.
Chapter 12: Mastering the Basics of Publicity.
Chapter 13: Planning for Publicity Success.
Part IV: Relationship Marketing.
Chapter 14: Introducing Relationship Marketing.
Chapter 15: Putting Relationship Marketing to Work.
Part V: Marketing Online.
Chapter 16: Discovering e-Marketing.
Chapter 17: Developing a Great Website.
Chapter 18: Driving Traffi c to Your Website.
Part VI: The Part of Tens.
Chapter 19: Ten Hypothetical Answers to the Customer Value Proposition Model.
Chapter 20: Ten (or So) Marketing Do’s and Don'ts.
Chapter 21: Ten Nifty Marketing Ideas That Won’t Bankrupt You.
Part VII: Appendixes.
Appendix A: Marketing Plan Template.
Appendix B: Marketing Budget Template.
Index.
