Ruth Mortimer is the Editor of Marketing Week magazine. Greg Brooks is Global Marketing Director at media agency Mindshare. Craig Smith is the former Editor of Marketing magazine and is now Communications and Content Strategist at Persuasion Communications. Alexander Hiam is a consultant whose clients include many Fortune 500 companies.

Introduction 1

Part I: Where You Are, Where You're Going 7

Chapter 1: Making the Most of Your Marketing 9

Chapter 2: Clarifying Your Marketing Strategy 25

Chapter 3: Writing a Marketing Plan 45

Part II: Creative Thinking, Powerful Marketing 65

Chapter 4: Researching Your Customers, Competitors and Industry 67

Chapter 5: Harnessing Creativity in Your Business 87

Chapter 6: Making Your Marketing Communications More Powerful 101

Part III: Advertising Everyone can Do 111

Chapter 7: Brochures, Press Ads and Print 113

Chapter 8: Signs, Posters and More 135

Chapter 9: TV and Radio Ads (Or Your Own Show!) 153

Part IV: Powerful Alternatives to Advertising 169

Chapter 10: Digital Marketing 171

Chapter 11: Using Search Engines 193

Chapter 12: Tapping into Networking Sites 211

Chapter 13: Embracing Mobile Marketing 229

Chapter 14: Direct Marketing and Telemarketing 239

Chapter 15: Public Relations and Word of Mouth 261

Chapter 16: Face-to-Face Marketing 273

Part V: Connecting With Your Customers 287

Chapter 17: Branding, Managing and Packaging a Product 289

Chapter 18: Using Price and Promotions 309

Chapter 19: Distribution, Retail and Point of Purchase 327

Chapter 20: Sales and Service Essentials 345

Part VI: The Part of Tens 365

Chapter 21: Ten Common Marketing Mistakes to Avoid 367

Chapter 22: Ten (Or So) Ways to Save Money in Marketing 371

Chapter 23: Ten (Or So) Ideas for Lower-Cost Advertising 379

Index 383