Introduction 1
Part I: Where You Are, Where You're Going 7
Chapter 1: Making the Most of Your Marketing 9
Chapter 2: Clarifying Your Marketing Strategy 25
Chapter 3: Writing a Marketing Plan 45
Part II: Creative Thinking, Powerful Marketing 65
Chapter 4: Researching Your Customers, Competitors and Industry 67
Chapter 5: Harnessing Creativity in Your Business 87
Chapter 6: Making Your Marketing Communications More Powerful 101
Part III: Advertising Everyone can Do 111
Chapter 7: Brochures, Press Ads and Print 113
Chapter 8: Signs, Posters and More 135
Chapter 9: TV and Radio Ads (Or Your Own Show!) 153
Part IV: Powerful Alternatives to Advertising 169
Chapter 10: Digital Marketing 171
Chapter 11: Using Search Engines 193
Chapter 12: Tapping into Networking Sites 211
Chapter 13: Embracing Mobile Marketing 229
Chapter 14: Direct Marketing and Telemarketing 239
Chapter 15: Public Relations and Word of Mouth 261
Chapter 16: Face-to-Face Marketing 273
Part V: Connecting With Your Customers 287
Chapter 17: Branding, Managing and Packaging a Product 289
Chapter 18: Using Price and Promotions 309
Chapter 19: Distribution, Retail and Point of Purchase 327
Chapter 20: Sales and Service Essentials 345
Part VI: The Part of Tens 365
Chapter 21: Ten Common Marketing Mistakes to Avoid 367
Chapter 22: Ten (Or So) Ways to Save Money in Marketing 371
Chapter 23: Ten (Or So) Ideas for Lower-Cost Advertising 379
Index 383
