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| Marketing by the Book | |
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| Solutions for Sale: What Marketing is Really All About | |
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| What Is Marketing Anyway? | |
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| What People Are in the Market For | |
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| Why People Buy | |
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| What's the Value of Bob's Bottomless Boats? | |
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| Get Ready to Jump | |
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| Top 10 Methods to Succeed in Your Marketing | |
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| Becoming a Marketing Doctor | |
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| The Least You Need to Know | |
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| Getting to Know Yourself: The Business Review | |
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| Reviewing Your Business | |
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| Who You Are and What You Do | |
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| Nuts and Bolts | |
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| The Nuts and Bolts of Charlee Bear Farms | |
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| Which Widget? Product Issues | |
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| The Charlee Bear Product | |
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| Where You Are: Place Issues | |
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| Place for Charlee Bear | |
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| The Marketing Environment: Know the Pack You Run In | |
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| Customers: Who Are They and What Do They Want? | |
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| Charlee Bear's Customers | |
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| Your Competitive Environment | |
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| Charlee Bear's Competitors | |
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| Advertising: Getting the Word Out | |
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| Advertising at Charlee Bear | |
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| Promotions | |
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| Charlee Bear Promotions | |
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| Getting Interested in Marketing | |
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| Applying the Business Review to Your Business | |
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| The Least You Need to Know | |
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| The Best-Laid Plans | |
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| First Things First | |
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| What Do You Know Now? | |
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| Scanning Your Environment | |
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| Taking Aim at Your Market Segment | |
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| Success Factors in Your Environment | |
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| Succeeding in Spite of Competition | |
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| You, Wonderful You | |
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| Assume a Position | |
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| How Are You Going to Tell Us? | |
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| Your Marketing Mix: The "Four Ps" of Strategy | |
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| The "Four Ps" | |
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| Ingredients in a Marketing Mix | |
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| Goal Setting: The "Four Ps" of Tomorrow | |
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| Objectives and Goals | |
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| Tinkering with the "Ps" | |
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| How Do You Get There? Implementation Plans | |
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| Tracking the Effectiveness of Your Marketing Plan | |
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| The Marketing Plan Document | |
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| The Least You Need to Know | |
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| The "Four Ps" Updated: Today's Marketing Components | |
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| The Marketing Mix | |
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| What Is Your Product? | |
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| The Product Life Cycle | |
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| New and Improved! Some Product Strategies | |
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| Do You Need a Brand Name? | |
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| What's Price Got to Do With It? | |
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| What Does Place Mean? | |
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| Exploring Distribution Channels | |
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| Physical Distribution Issues | |
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| Promote the Damn Thing! | |
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| The Least You Need to Know | |
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| The Marketing Environment | |
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| The Customer's Perspective | |
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| Customers: Who Are They and What Do They Want? | |
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| Get Over It | |
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| The "Four Utilities": Vehicles of Customer Value | |
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| Form/Function: A Minivan or a Miata? | |
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| Place: The Dealership or the Den? | |
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| High-Speed Maneuvers: The Time Utility | |
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| Ease of Possession: Great Utility, No Money Down | |
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| Circling the Wagons: Summarizing the "Four Utilities" | |
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| The Customer Value Pyramid | |
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| We're Still Asking: What Do Customers Want? | |
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| Why Do They Do What They Do? | |
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| The Least You Need to Know | |
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| Market Research Techniques: Learning All About Your Customers | |
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| How Research Can Shape Your Marketing | |
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| Understanding Buyers Through Research | |
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| What Questions Should You Ask? | |
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| "Who, What, and Where" Characteristics: Demographics and Geographics | |
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| "Why" Characteristics: The Murky Waters of Psychographics | |
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| Stable Traits and Dynamic Traits | |
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| Techniques for Research | |
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| Indirect Research or Stalking Data in the Wild | |
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| Direct Research: Growing Your Own | |
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| Developing the Research Project | |
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| Describe the Problem | |
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| Make a Hypothesis | |
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| Choose a Research Technique | |
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| Select the Sample | |
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| Collect and Analyze the Data | |
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| And in Closing, I'd Like to Add | |
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| The Least You Need to Know | |
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| Understanding Customer Behavior | |
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| What Does Your Customer Really Need? | |
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| Six Steps in the Buying Exchange | |
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| A Little Psychology: How Consumers Think | |
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| Beyond Psychographics: Understanding the External Influences on Buyers | |
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| Customers' Culture | |
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| Social Class | |
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| Reference Groups | |
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| Family | |
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| Situational Influences | |
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| Motivations and Desires: Understanding the Internal Influences on Buyers | |
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| Purchase Motivation: The Direction and Intensity of Desire | |
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| Who Are You Really Selling to and Who Is Really Buying? | |
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| How to Develop "Customer Imagination" | |
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| The Least You Need to Know | |
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| Watch Your Back: Checking Out the Competition | |
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| Watch Your Back | |
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| Why Knowledge of Your Competitors Matters to You | |
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| Get Ready to Go "Spying" | |
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| Get Comfortable | |
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| Clarify Your Goals | |
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| Make a Commitment to Follow Through | |
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| Spread the Results of Your Research | |
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| Successful Sleuthing | |
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| Published Information | |
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| Resource People | |
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| What was the Question? | |
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| Using What You've Learned | |
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| Turn Data Into Action | |
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| Mind Your "Ps" | |
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| Sample Tactics | |
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| The Best Strategy: Rely on Your Strengths | |
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| The Least You Need to Know | |
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| Segmenting Your Markets: Pick Your Target, Choose Your Bait | |
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| No More Mass Market | |
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| Market Segments | |
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| Target Marketing | |
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| One Nation, Highly Divisible: The Segmentation Process | |
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| To Segment or Not to Segment | |
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| What You Gain from Segmentation | |
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| Okay, What's the Bad News? | |
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| Segmentation on What Basis? | |
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| Segmenting for Business Markets | |
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| Are There Three Types of Segmentation? | |
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| Bed, Breakfast, and Books: A Segmentation Story | |
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| Tactical Steps in the Segmentation Process | |
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| Formulating Your Strategy | |
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| One or Many: Two Example Strategies | |
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| A Tale of Two Screen Printers | |
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| The Least You Need to Know | |
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| Coming to Mind: Positioning Strategies for All Occasions | |
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| What's All this Talk About Positioning? | |
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| Dimensions of Competition | |
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| Positioning Stands on Three Legs | |
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| Create Positioning Maps | |
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| Let's Meet Our Contestants | |
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| Sample Positioning Strategies (Including One That Will Work for You) | |
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| How Do You Translate These Into Your Situation? | |
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| Ten Steps to Developing Your Positioning Strategy | |
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| How Did We Get Here? Targeting Leads to Positioning | |
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| The Least You Need to Know | |
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| Product and Pricing Strategies | |
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| Product Strategies | |
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| Products: What Are We Really Talking About? | |
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| Product Strategy Defined | |
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| How It All Fits Together | |
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| Convenience Products | |
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| Shopping Products | |
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| Specialty Products | |
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| Organizational Offerings | |
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| What's Going on Here? Issues Affecting the Product Strategy | |
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| Product Features and Functionality | |
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| Your Points of Difference | |
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| Innovation | |
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| Quality | |
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| Product Passages | |
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| The Magic Management Touch | |
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| To Everything There Is a Season: The Product Life Cycle | |
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| Promotional Strategy Suggestions | |
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| What's in a Name? Developing a Brand | |
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| Does Your Product Need a Brand Name? | |
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| Names and Faces: How Packaging Supports the Brand | |
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| Behind the Product | |
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| What's with Warranties? | |
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| Customer Service | |
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| Product Ethics | |
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| How All This Adds Up to a Product Strategy | |
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| The Least You Need to Know | |
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| Keeping New Products in the Pipeline | |
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| What a New Product Means to You | |
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| What a New Product Means to Your Customer: The Role of Research | |
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| Your New Product Development Process | |
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| The New Products Committee | |
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| The New Products Development Process | |
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| The Perils of New Product Introductions | |
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| Characteristics of Success | |
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| Why Products Fail | |
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| What's a Poor Marketer to Do | |
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| Niches for the New Millennium | |
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| Lifelong Learning | |
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| Good Health | |
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| Financial Products and Services | |
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| Feathering the New Nest | |
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| Enjoying It All: Travel and Leisure | |
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| The Least You Need to Know | |
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| When Your Product is a Service | |
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| What Makes a Service Unique? | |
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| Shades of Gray: How to Tell Products from Services | |
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| The Marketing Mix for Services | |
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| When You Sell to Consumers | |
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| What Services Do Businesses Buy? | |
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| The Total Service Product | |
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| Borrowing from the Product Side | |
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| The Service Encounter: "Rubber, Meet Road" | |
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| "Yes Sir!" Managing Service Quality | |
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| New Services Ideas: Where to Look | |
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| Non-Profits Don't Market! (Yes, They Do.) | |
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| Two Audiences: Donors and Recipients | |
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| What Factors Are Holding You Back? | |
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| The Least You Need to Know | |
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| Pricing Your Offerings | |
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| Pricing Concepts: Some Terms Defined | |
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| Product Quality, Service, and Price: Revisiting the Customer Value Pyramid | |
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| Umbrellas When the Sun Is Shining (Supply and Demand) | |
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| Price Strategies: How Changing Your Price Changes the Whole Picture | |
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| What a Price Change Can and Can't Fix | |
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| One Price or Many: How the Pricing Structure Sets the Pace | |
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| Discounting Without Giving Away the Store | |
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| What the Cutthroats Know | |
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| A Psychological Price to Pay | |
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| Pricing for Professionals | |
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| Quoting a Fee: Hourly Rates and the Proposed Job | |
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| How to Get the Fee You Want | |
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| Know Your Costs | |
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| "Markup" is Not a Dirty Word | |
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| Pricing and Your Financial Projections | |
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| The Least You Need to Know | |
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| Distribution | |
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| Channels of Distribution | |
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| Distribution's Place in the Scheme of Things | |
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| Buying and Selling Up and Down the Channel | |
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| The Last Stop: Retailing | |
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| Wholesaling: What Distributors Do | |
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| Every Channel Member Is a Customer | |
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| Alternative Channels of Distribution | |
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| Remove the Middlemen | |
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| Bring in the Specialists: Using Agents and Independent Reps | |
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| Selling to Organizational Users | |
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| Vertical Markets: Owning the Channel | |
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| Total Ownership: The Company Store | |
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| Contractual Partners: Franchises and Other Schemes | |
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| Distribution Strategies | |
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| How Many Outlets? | |
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| Select Your Channel Members | |
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| Push and Pull Strategies | |
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| Distribution Can Be a Pain | |
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| Physical Distribution Issues | |
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| The Least You Need to Know | |
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| Physical Distribution | |
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| The Object of the Distribution Game | |
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| Finding a Competitive Advantage | |
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| Cutting Costs | |
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| Getting Your Product to Market | |
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| Going My Way? Transportation Decisions | |
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| Hub and Spoke | |
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| Using Shippers | |
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| Paying the Fare | |
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| Warehousing | |
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| Breaking Bulk | |
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| Inventory Control | |
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| Materials Handling | |
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| Order Processing | |
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| Packaging for Shipping | |
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| Cost Control | |
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| New Technology's Impact | |
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| Management Theory's Impact | |
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| Vendor Partnering | |
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| Total Quality Management (TQM) | |
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| Just-in-Time (JIT) Delivery | |
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| The Least You Need To Know | |
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| Location, Location, Location | |
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| Retailers Know: It's "Location, Location, Location" | |
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| Old Versus New: Malls and Downtown Districts | |
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| You're the One Who Has to Work There | |
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| ...But Your Customers Are the Ones Who Have to Shop There | |
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| Location Concerns for Service Businesses | |
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| Asset Survey | |
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| There's No Place Like Home (The Home-Based Business) | |
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| Shared Services Office Space | |
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| How to Locate Your Business | |
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| Information Resources | |
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| Five Steps to Location Decisions | |
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| Where There's No "There": Virtual Locations | |
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| The Least You Need to Know | |
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| Advertising and Sales Promotion | |
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| When and Where to Advertise | |
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| What Is a Media Strategy? | |
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| Your Media Plan: What It Is | |
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| Tools of the Trade: Rate Kits, Circulation, and CPM | |
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| Meet the Media (Reps) | |
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| Successfully Negotiating with Media Reps | |
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| A Vocabulary Lesson | |
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| Evaluating Your Media Alternatives | |
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| Quantitative Ranking | |
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| Qualitative Ranking | |
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| Timing Is Everything | |
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| Timing Strategies | |
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| How Do You Choose a Timing Strategy? | |
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| Getting the Most for Your Money | |
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| A Good Deal Is Good for All Parties | |
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| Explore Co-op | |
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| Your Media Budget | |
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| The Least You Need to Know | |
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| Survey of Print Media | |
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| What's Right and What's Wrong with Print | |
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| Magazines | |
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| Consumer Magazines: The "Glossies" | |
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| Business Magazines: The "Trade Rags" | |
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| Myths of Magazine Advertising: Pass-Along Readership and Shelf-Life | |
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| Newspapers | |
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| Fish Wrappers and Fire Starters: Pros and Cons of the Disposable Media | |
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| Directories | |
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| Yellow Pages | |
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| Industrial Directories | |
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| Web Sites | |
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| Print Collateral | |
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| Direct Mail | |
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| Point-of-Purchase | |
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| Outdoor and Transit Advertising | |
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| Billboards | |
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| Transit: The "Other Outdoor" | |
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| Eyesores or Entertainment? Ethics and Outdoor Advertising | |
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| The Least You Need to Know | |
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| Creating and Producing Your Print Advertising Message | |
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| What's Your Creative Concept? | |
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| The Advertising Strategy | |
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| Use Your Positioning Strategy | |
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| Image vs. Response Advertising: Deciding the Call to Action | |
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| Crafting the Ad Message | |
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| The Big Idea | |
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| Copy Approaches: How to Write Ads | |
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| Lay-out and Production | |
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| Using Photos and Illustrations | |
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| Using--Not Abusing--Typography | |
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| Putting the Ad Together | |
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| Testing Your Ads | |
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| The Least You Need to Know | |
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| Broadcast Advertising: Radio and TV | |
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| Broadcast Advertising: Radio and TV | |
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| What's Right and Wrong with Broadcast | |
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| Radio: The Power of Imagination | |
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| Who Should Use Radio? | |
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| When and Where | |
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| Packages and Sponsorships | |
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| Choosing the Station | |
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| Television: It Walks! It Talks! It Makes Products Fly Off Your Shelves! | |
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| Who Should Use Television | |
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| When and Where | |
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| The Least You Need to Know | |
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| Broadcast Production | |
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| What Length Should Your Commercial Be? | |
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| Image or Response? | |
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| Making Radio Work | |
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| Copy Approaches for Radio | |
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| What Goes on in a Radio Production? | |
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| TV Production: Getting the Picture | |
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| Storyboards: Writing for TV | |
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| TV Production | |
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| The Least You Need to Know | |
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| Advertising on the Web | |
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| The Web: A Vocabulary Lesson | |
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| Who's Out There? | |
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| Goods and Services Over the Net | |
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| Virtual Money: How Transactions Stay Safe | |
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| Stop Advertising and Start Marketing | |
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| Customer Service | |
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| Hard-Sell Tactics and the Virtual Store: The Exchange of Value | |
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| The Care and Feeding of Good Web Sites | |
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| Don't Rely on Graphics to Wow 'Em | |
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| Freshen Frequently or Forget It | |
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| Who's Coming to Your Party? You Have to Market Your Site | |
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| The Least You Need to Know | |
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| Sales Promotion | |
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| What Are Sales Promotions? Promotions that Generate Sales | |
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| What, When, and How Much Off: Sales Promotion Strategies That Work | |
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| Who Uses Promotions and Why | |
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| Three Promotional Objectives | |
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| Promotions Defined: A Look at the Components | |
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| Incentives | |
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| Delivery Method | |
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| Promotional Media Strategy | |
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| Three Promotional Objectives | |
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| Step Right Up: Promotions to Encourage That First Sale | |
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| Take Two, They're On Sale: Ways to Grow Little Fish into Big 'Uns | |
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| Loyalty Pays Off | |
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| Promotional Pricing: A Controversy | |
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| Price Adjustments: How to Use Discount Pricing | |
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| How to Develop a Promotion | |
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| Choosing the Offer | |
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| Projecting Response | |
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| Bringing It All Together: Plans, Schedules, and Budgets | |
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| The Least You Need to Know | |
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| Selling | |
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| The Skills You Need to Sell | |
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| Marketing Isn't Necessarily Selling | |
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| Choose and Use Your Best Selling Approach | |
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| Why Waste Time? Sell the Way People Buy | |
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| Become Personally Persuasive | |
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| Match Your Style to Theirs | |
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| Active Listening | |
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| Why People Buy | |
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| The Selling Process | |
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| Advertising for Leads | |
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| First Contact: Show, Tell, and Question | |
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| The Product Knowledge Edge | |
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| Handling Objections | |
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| Closing Techniques You'll Take to the Bank | |
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| Support After the Sale | |
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| How to Sell Services | |
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| Explain the Process | |
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| Promise Tangible Results | |
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| The Least You Need to Know | |
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| Show and Sell: Trade Shows for Fun (Or at Least Profit) | |
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| Why Bother? The Pleasures and Perils of Participating in Trade Shows | |
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| Show Up to Show Off: The Exhibitors | |
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| The Pleasures of Simply Attending | |
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| Reasons to Stay Home | |
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| Setting the Stage | |
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| Realistic Objectives | |
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| Trade Show as Theater: Your Set, Costumes, and Script | |
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| How to Make Your Investment Pay Off | |
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| Choose the Right Show | |
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| Four Steps to Prepare for the Show | |
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| Common Mistakes and Ingenious Opportunities | |
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| Neglecting to Plan Ahead | |
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| Sending in the Wrong Clowns | |
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| Letting Hot Leads Burn Out | |
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| Roll Your Own | |
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| Outdo the Opposition with Outlandish Props | |
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| The Really Hospitable Hospitality Suite | |
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| Overseas Shows and Trade Missions | |
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| The Least You Need to Know | |
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| Rainmaking: Selling for Professionals | |
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| Selling Your Services and Selling Yourself | |
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| Generating Leads | |
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| Show Off in Print: Get Published | |
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| Show Off in Person: Be a Speaker | |
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| Networking is Better Than Not Working | |
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| Position Yourself as an Expert | |
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| Persuading Without Selling: Your Presentation and Your Proposal | |
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| Presenting: Handling a New Business Meeting | |
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| Proper Proposals | |
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| Can We Talk About Money? | |
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| Oh No! You Didn't Get the Job! | |
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| Selling Strategies for the Professional | |
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| Self-Marketing | |
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| Marketing the Firm | |
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| A Source of New Customers: Your Existing Clients | |
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| Packaging Yourself | |
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| The Least You Need to Know | |
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| Everything Else | |
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| Be a Publicity Hound | |
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| Publicity? It Couldn't Hurt and It Might Help | |
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| How to Sniff Out Your Best Publicity Opportunities | |
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| Publicity's Place in Your Marketing | |
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| Finding Opportunities and Story Angles | |
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| What to Do When Bad Things Happen | |
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| Using Special Events to Get Publicity | |
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| Community Involvement: Effective Marketing on Half a Shoestring | |
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| Selling Your Story Using a Press Kit | |
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| A Press Release for Every Occasion | |
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| Photographs: Worth a Thousand Words | |
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| Managing PR: Your Action Plan | |
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| Working with the Media: What Do They Want? | |
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| Success Is in the Follow-Through | |
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| The Least You Need to Know | |
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| Controlling the Financial Side of Marketing | |
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| Marketing: An Investment or a Cost? | |
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| Return on Investment Ratio | |
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| Break-Even Points (Beginning and Advanced) | |
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| Budgeting Strategies: Chickens and Eggs | |
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| Methods of Budgeting | |
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| Budget Worksheets | |
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| Cash Flow Calendar | |
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| Print Ad Production | |
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| Radio Ad Production | |
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| TV Ad Production | |
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| Sales Forecasts for the Marketing Plan | |
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| Persuading Management to Believe in Marketing | |
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| Convincing Others | |
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| Convincing Yourself | |
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| Measure Results and Mess with the Mix | |
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| The Least You Need to Know | |
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| Do You Need an Ad Agency? | |
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| Agencies Make Life Simpler | |
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| Agencies Cost a Lot of Money | |
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| Communication is Critical | |
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| Choose an Agency According to Your Needs | |
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| Using Freelance Talent | |
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| The Advantages: More Control, Less Cost | |
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| Designers vs. Desktop Publishers | |
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| How to Choose Your Suppliers | |
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| Tips for Interviews: Issuing Your Challenge | |
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| Trust Your Instincts | |
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| Ask for Proposals | |
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| Review the Proposals | |
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| Don't Cut Corners | |
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| Getting Good Results from People You've Chosen | |
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| Talking About Money | |
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| Keep in Touch | |
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| Don't Second Guess | |
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| When Things Go Wrong | |
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| The Least You Need to Know | |
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| Marketing is Like Doing Dishes: It's Never Done | |
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| Look How Far You've Come | |
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| The "Four P's" and the "Four Utilities": A Review | |
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| The Marketing Environment Is Changing | |
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| Keep in Touch with Your Customer Base | |
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| Your Market Is a Moving Target | |
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| Promotions: How Long to Ride the Same Horse | |
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| Rejuvenating Old Campaigns | |
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| The Perils of Changing Too Fast | |
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| A Look Into My Crystal Ball | |
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| The Least You Need to Know | |
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| Glossary | |
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| Index | |