Marketing Kit For Dummies

Alexander Hiam teaches management at the University of Massachusetts at Amherst and runs a training and consulting firm. His books include Marketing For Dummies, Portable MBA in Marketing, and The Vest--Pocket Marketer.

Introduction. PART 1: Sales and Marketing Success. Chapter 1: Getting Started in Marketing. Chapter 2: Mastering the Sales Process. Chapter 3: How to Close the Sale. Chapter 4: Secrets of Sales and Marketing Success. Chapter 5: Using Testimonials and Customer Stories. PART 2: Research, Audits, and Plans. Chapter 6: Customer Research. Chapter 7: Dealing with Difficult Customers. Chapter 8: Marketing Audits and Plans. Chapter 9: Planning and Budgeting Ad Campaigns. Chapter 10: Planning Coupons and Other Sales Promotions. Chapter 11: Taking Advantage of Publicity. PART 3: Creating Great Marketing Communications. Chapter 12: Writing Great Ads and Letters. Chapter 13: Shortcuts to Great Advertising. Chapter 14: Business Cards, Brochures, Catalogs, and More. Chapter 15: Harnessing the Power of Newsletters. PART 4: Web Marketing Techniques. Chapter 16: Marketing through Web Sites. Chapter 17: More Web Marketing Strategies. Chapter 18: A Simple Web Site Template. PART 5: The Part of Tens. Chapter 19: Ten Great Marketing Stories. Chapter 20: Ten Ways to Be a More Creative Marketer. Appendix: About the CD. Index. End--User License Agreement Installation Instructions. Book Registration Information.