Part I: Getting Started in Marketing.

Chapter 1: A Helicopter View of the Marketing Process.

Chapter 2: All About Customers.

Chapter 3: Seeing Your Product through Your Customers’ Eyes.

Chapter 4: Sizing Up Competitors and Staking Out Market Share.

Chapter 5: Goals, Objectives, Strategies, and Budgets.

Part II: Sharpening Your Marketing Focus.

Chapter 6: Projecting the Right Image.

Chapter 7: Establishing Your Position and Brand.

Chapter 8: Getting Strategic before Getting Creative.

Chapter 9: Hiring Help for Your Marketing Program.

Part III: Creating and Placing Ads.

Chapter 10: Mastering Advertising Basics and Media Planning.

Chapter 11: Creating Print Ads.

Chapter 12: Broadcasting Ads on Radio and TV.

Part IV: Getting the Word Out without Advertising.

Chapter 13: Mailing Direct to Your Market.

Chapter 14: Brochures, Promotions, Trade Shows, and More.

Chapter 15: Public Relations and Publicity.

Chapter 16: Tapping the Internet’s Marketing Power.

Part V: Winning and Keeping Customers.

Chapter 17: Making the Sale.

Chapter 18: Enhancing Customer Service.

Chapter 19: Fortifying Customer Relationships.

Part VI: The Part of Tens.

Chapter 20: Ten Questions to Ask Before You Choose a Name.

Chapter 21: Ten Ideas to Embrace and Ten to Avoid.

Chapter 22: Ten Steps to a Great Marketing Plan.

Appendix: Where to Find More Information.

Index.