Table of Content
Introduction. About This Book. How This Book Is Organized. Part I: Designing a Marketing Program. Part II: Technical Skills You May Need. Part III: Using the Components of a Marketing Program. Part IV: The Part of Tens. Icons Used in the Book. Where to Go from Here. Part I: Designing a Marketing Program. Chapter 1: Why You Need a Marketing Program. Chapter 2: Basic Marketing Strategy: Find a Need and Fill It. Chapter 3: Advanced Strategy: Define Your Message. Chapter 4: Let2s Get Creative. Part II: Technical Skills You May Need. Chapter 5: Marketing Communication -- Writing and Design. Chapter 6: Marketing Research: Customers, Competitors, and Industries. Part III: Using the Components of a Marketing Program. Chapter 7: Marketing on the Web. Chapter 8: Print Advertising. Chapter 9: Radio and Television Advertising. Chapter 10: Outdoor Advertising: Billboards, Banners, Signs, and More. Chapter 11: Publicity, Premiums, and Word of Mouth. Chapter 12: Special Events and Trade Shows. Chapter 13: Pricing and Price-Based Promotions. Chapter 14: Developing, Naming, and Managing Your Products. Chapter 15: Packaging and Labeling: Dressing Products for Success. Chapter 16: Distribution, Retail, and Point of Purchase. Chapter 17: Sales and Service Essentials. Chapter 18: Direct Marketing via Advertising, Telemarketing, and Direct Mail. Part IV: The Part of Tens. Chapter 19: (More Than) Ten Ways to Save Money in Marketing. Chapter 20: Ten Common Marketing Mistakes. Appendix: Writing a Marketing Plan. Index. Registration Card.
