Introduction. Part I: Entering the World of Marketing. Chapter 1: Understanding the Marketing Process. Chapter 2: Putting Customers First. Chapter 3: Being Mindful of Market Forces. Chapter 4: Failing to Plan is Planning to Fail. Part II: Investing In Your Brand. Chapter 5: Brand Basics. Chapter 6: Creating Your Visual Brand Identity. Chapter 7: Brand You. Chapter 8: Creating a Grand Brand Experience. Part III: Getting Your Business in the Media. Chapter 9: Mastering the Basics of Advertising. Chapter 10: Developing Your Advertising Plan. Chapter 11: Getting the Message Out. Chapter 12: Mastering the Basics of Publicity. Chapter 13: Planning for Publicity Success. Part IV: Relationship Marketing. Chapter 14: Introducing Relationship Marketing. Chapter 15: Putting Relationship Marketing to Work. Part V: Marketing Online. Chapter 16: Discovering e-Marketing. Chapter 17: Developing a Great Website. Chapter 18: Driving Traffi c to Your Website. Part VI: The Part of Tens. Chapter 19: Ten Hypothetical Answers to the Customer Value Proposition Model. Chapter 20: Ten (or So) Marketing Do?s and Don'ts. Chapter 21: Ten Nifty Marketing Ideas That Won?t Bankrupt You. Part VII: Appendixes. Appendix A: Marketing Plan Template. Appendix B: Marketing Budget Template. Index.
Carolyn Tate is a small-business marketing expert with a passion for making marketing real for business owners. As a small-business operator herself, she's tried all the tactics in this book, so she knows what works and what doesn't. To find out more, visit www.connectmarketing.com.au.