Amazon The Grede Company 800 CEO-READ Category:  Marketing Publisher: Marquette University Press ISBN-10:  0874620198 Type: Non-Fiction Pages: 198 Copyright: July, 2006 ISBN-13: 9780874620191 Just like the first edition of "Naked Marketing - The Bare Essentials" only better. Shows non marketers how to get market smart quickly and painlessly. 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 and Secondary Research - Advertising Research Chapter Three How To Develop A Plan The basics of your Strategic Marketing Plan - The Four P's - The Marketing Plan - Sample Marketing Plan Outline Chapter Four Establish an Image For Your Firm Decide who you are and project that image to the public - The Mission Statement - The Total Approach - Name Awareness - Communicating Your Image To Customers - Choosing An Ad Agency Chapter Five 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 Six Ten Commandments of Good Copywriting Captivate your customers with words which capture their attention and sell product Chapter Seven Layout And Design Using visual elements to maximize your advertising impact - Illustrating Your Ad - Laying Out The Copy - Billboards Chapter Eight How to Make the Most of Media Marketing your company using mass media - Newspaper Advertising - Magazines - Radio Advertising - Television Advertising - Cable Television - Reach vs. Frequency - Flighting and Front Loading - Multiple Impressions - The World Wide Web Chapter Nine 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 Ten Introducing a New Product Improving your chances for success - The Right Product - The Right Timing - The Right People Chapter Eleven Selling Coordinate personal selling as a part of your marketing mix - Hunting vs. Farming - Suggestive Selling - Your Sales Force - Sales Letters With Impact - Mailing Lists - Merchandising and Point-of-Purchase Selling Chapter Twelve 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 Thirteen 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 Fourteen How to Establish Your Marketing Budget How much should you spend on promoting your business? - Percent-of-Sales Method - Objective Task Method Chapter Fifteen Summary Glossary

Naked Marketing is the Essential Business Book
“No jargon. No hype-speak. Simple and direct as a laser beam... "Naked Marketing" should be on the "absolutely essential" list of any small business starting from scratch (right up there with pencils and a copying machine).”
— Sacramento Bee