Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.
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.
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.