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.