Table of Contents

Introduction. Part I: Tools for Designing Great Marketing Programs. Chapter 1: Boosting Your Business with Great Marketing. Chapter 2: Crafting a Breakthrough Marketing Plan. Chapter 3: Cutting Costs and Boosting Impact. Part II: Advertising Management and Design. Chapter 4: Planning and Budgeting Ad Campaigns. Chapter 5: Shortcuts to Great Ads. Part III: Power Alternatives to Advertising. Chapter 6: Branding with Business Cards, Letterhead, and More. Chapter 7: Creating Eye-Catching Brochures, Catalogs, and Spec Sheets. Chapter 8: Planning Coupons and Other Sales Promotions. Chapter 9: Spreading the Word with Newsletters. Chapter 10: Taking Advantage of Publicity. Part IV: Honing Your Marketing Skills. Chapter 11: The Customer Research Workshop. Chapter 12: The Creativity Workshop. Chapter 13: Writing Well for Marketing and Sales. Part V: Sales and Service Success. Chapter 14: Mastering the Sales Process. Chapter 15: Closing the Sale. Chapter 16: The Sales Success Workshop. Part VI: The Part of Tens. Chapter 17: Ten Great Marketing Strategies. Chapter 18: Ten Ways to Make Marketing Pay. Chapter 19: Ten Ways to Market on the Web. Appendix: About the CD. Index.

About the Author

Alexander Hiam has authored more than 20 popular books on business and served as a professor at the business school at the University of Massachusetts, Amherst. His clients include many of the Fortune 500 firms and larger governmental agencies in the U.S.