Excerpt
Outline

Introduction
Why this book was written and what it can do for you, the small business operator

Chapter One
¿Que Es Marketing?
The purpose of marketing is to satisfy needs and wants

Chapter Two
Knowing Your Market

Using inexpensive research to know who your customers are and what they want
- Primary vs. Secondary Research
- Advertising Research
- Media Research

Chapter Three
Long-Term Planning

A look into the future
- The Market Share Matrix
- The Four P’s of Marketing

Chapter Four
Defining Your Market

Who are your customers and why should they want to buy your products?
- The Buying Process
- Maslow’s Hierarchy of Needs
- Finding Your Market Niche
- Demographics and Psychographics


Chapter Five
How To Develop A Strategic Marketing Plan

The basics of your Strategic Marketing Plan
- The Benefits of Planning
- The Marketing Plan
- Sample Marketing Plan Outline

Chapter Six
Establish an Image For Your Firm
Decide who you are and project that image to the public
- The Mission Statement
- Differentiating Your Product
- The Total Approach
- Name Awareness
- Communicating Your Image To Customers
- Choosing An Ad Agency

Chapter Seven
Ideas - How to Get Them, How to Use Them
Applying your imagination to the Marketing Plan
- The Four I's
- Steal Good Marketing Ideas
- "A Half Bubble Off Plumb"
- Testimonials

Chapter Eight
Ten Commandments of Good Copywriting
Captivate your customers with words that capture their attention and sell product

Chapter Nine
Layout And Design
Using visual elements to maximize your advertising impact
- Illustrating Your Ad
- Laying Out The Copy
- Billboards

Chapter Ten
How to Make the Most of Media
Marketing your company using mass media
- Newspaper Advertising
- Magazine Advertising
- Radio Advertising
- Television Advertising
- Cable Television
- Out-Of-Home Advertising
- Reach vs. Frequency
- Flighting and Front Loading
- Multiple Impressions
- The World Wide Web

Chapter Eleven
Using Publicity to Stretch Your Marketing Budget

Getting your name in the paper without having to pay for it
- What Should Be Publicized
- Choosing A Public Relations Agency
- Be A Good Neighbor

Chapter Twelve
Introducing a New Product
Improving your chances for success
- The Product Life Cycle
- Innovate or Perish
- The Right Product
- The Right Timing
- The Right People

Chapter Thirteen
Personal Selling
Coordinate personal selling as a part of your marketing mix
- Hunting vs. Farming
- Suggestive Selling
- That All-Important Sales Force
- Sales Letters With Impact
- Mailing Lists


Chapter Fourteen
Retailing

Tips for increasing the number of customers who visit your store as well as the amount they spend
- Impulse Purchasing
- The Shopping Experience
- Building Traffic
- Add Luxury
- Gift Certificates

Chapter Fifteen
Inexpensive Marketing Tactics That Work
A variety of simple, yet effective, marketing tactics that return a great profit
- Business Cards
- Collateral Material
- Door Hangers
- Forms
- On Hold Commercials
- Customer Questionnaire
- Sponsor A Little League Team
- Uniforms

Chapter Sixteen
Tricks of the Trade Show
Tactics to maximize your company's trade show experience
- Building Your Booth
- Attracting Traffic To Your Booth
- Some "Do's" and "Don'ts"

Chapter Seventeen
How to Establish Your Marketing Budget
How much should you spend on promoting your business?
- Percent-of-Sales Method
- Objective Task Method

Chapter Eighteen
Summary

Glossary