Page 6 - Duct Tape Marketing

Contents at a Glance

Introduction .................................................................1
Part I: Getting Started in Marketing .............................5

Chapter 1: A Helicopter View of the Marketing Process ..............................................7
Chapter 2: All About Customers.....................................................................................17
Chapter 3: Seeing Your Product through Your Customers’ Eyes ..............................33
Chapter 4: Sizing Up Competitors and Staking Out Market Share ............................49
Chapter 5: Goals, Objectives, Strategies, and Budgets ...............................................61

Part II: Sharpening Your Marketing Focus ...................73

Chapter 6: Projecting the Right Image ..........................................................................75
Chapter 7: Establishing Your Position and Brand .......................................................89
Chapter 8: Getting Strategic before Getting Creative ...............................................103
Chapter 9: Hiring Help for Your Marketing Program ................................................113

Part III: Creating and Placing Ads ............................133

Chapter 10: Mastering Advertising Basics and Media Planning ..............................135
Chapter 11: Creating Print Ads ....................................................................................155
Chapter 12: Broadcasting Ads on Radio and TV .......................................................173

Part IV: Getting the Word Out without Advertising .....189

Chapter 13: Mailing Direct to Your Market .................................................................191
Chapter 14: Brochures, Promotions, Trade Shows, and More ................................211
Chapter 15: Public Relations and Publicity ................................................................231
Chapter 16: Tapping the Internet’s Marketing Power ...............................................247

Part V: Winning and Keeping Customers ....................273

Chapter 17: Making the Sale .........................................................................................275
Chapter 18: Enhancing Customer Service .................................................................289
Chapter 19: Fortifying Customer Relationships ........................................................303

Part VI: The Part of Tens ..........................................317

Chapter 20: Ten Questions to Ask Before You Choose a Name ...............................319
Chapter 21: Ten Ideas to Embrace and Ten to Avoid ................................................325
Chapter 22: Ten Steps to a Great Marketing Plan ......................................................331

Appendix: Where to Find More Information ................337
Index .......................................................................341