Part I: Tools for Designing Great Marketing Programs.

Chapter 1: Boosting Your Business with Great Marketing.

Chapter 2: Auditing Your Marketing to Achieve Your Business Goals.

Chapter 3: Marketing Plans.

Part II: Boosting Your Marketing Skills.

Chapter 4: The Customer Research Workshop.

Chapter 5: The Creativity Workshop.

Chapter 6: Writing Well for Marketing and Sales.

Chapter 7: Using Testimonials and Customer Stories.

Part III: Advertising Management and Design.

Chapter 8: Planning and Budgeting Ad Campaigns.

Chapter 9: Shortcuts to Great Ads.

Part IV: Power Alternatives to Advertising.

Chapter 10: The Basics: Branding through Business Cards and Letterhead.

Chapter 11: Essential Brochures, Catalogs, and Spec Sheets.

Chapter 12: Planning Coupons and Other Sales Promotions.

Chapter 13: Spreading the Word with Newsletters.

Chapter 14: Taking Advantage of Publicity.

Part V: Sales and Service Success.

Chapter 15: Mastering the Sales Process.

Chapter 16: How to Close the Sale.

Chapter 17: The Sales Success Workshop.

Chapter 18: Dealing with Difficult Customers.

Part VI: The Part of Tens.

Chapter 19: Ten Great Marketing Strategies.

Chapter 20: Ten Ways to Make Marketing Pay.

Chapter 21: Ten-Plus Ways to Market on the Web.

Appendix: About the CD.

Index.