|
Advertising: The Last Choice in Marketing |
|
|
|
The Myth of Advertising's Effectiveness |
|
|
3 | (5) |
|
Why Customers Lured by Ads Are Often Not Loyal |
|
|
8 | (1) |
|
Why Dependence on Advertising Is Harmful |
|
|
8 | (1) |
|
Advertisers: Poor Company to Keep |
|
|
9 | (5) |
|
|
|
14 | (1) |
|
|
|
14 | (1) |
|
Listings: ``Advertising'' That Works |
|
|
15 | |
|
Personal Recommendations: The First Choice in Marketing |
|
|
|
|
|
2 | (2) |
|
Overcoming Established Buying Habits |
|
|
4 | (1) |
|
Basing Your Marketing Plan on Personal Recommendations |
|
|
5 | (2) |
|
When Not to Rely on Word of Mouth for Marketing |
|
|
7 | |
|
The Physical Appearance of Your Business |
|
|
|
Conforming to Industry Norms |
|
|
2 | (3) |
|
Fantasy: A Growing Part of Retail Marketing |
|
|
5 | (6) |
|
Evaluating Your Business's Physical Appearance |
|
|
11 | |
|
|
|
|
Straightforward and Easy-to-Understand Prices |
|
|
2 | (1) |
|
|
|
3 | (3) |
|
Giving Customers Reasonable Control Over the Price |
|
|
6 | (3) |
|
|
|
9 | |
|
The Treatment of People Around You |
|
|
|
Tracking Reputations via the Grapevine |
|
|
2 | (1) |
|
How Employees Spread the Word |
|
|
3 | (3) |
|
Common Employee Complaints |
|
|
6 | (3) |
|
Handling Employee Complaints |
|
|
9 | (1) |
|
Finding Out What Employees Are Thinking |
|
|
10 | (3) |
|
|
|
13 | (4) |
|
Business Friends and Acquaintances |
|
|
17 | (2) |
|
Individuals Who Spread Negative Word of Mouth About Your Business |
|
|
19 | (1) |
|
|
|
20 | |
|
Openness: The Basis of Trust |
|
|
|
|
|
3 | (2) |
|
|
|
5 | (2) |
|
|
|
7 | (1) |
|
Openness With Information |
|
|
8 | (3) |
|
|
|
11 | |
|
Deciding How to Educate Potential Customers |
|
|
|
What Does Your Business Do? |
|
|
2 | (6) |
|
Defining the Domains in Which Your Business Operates |
|
|
8 | (3) |
|
Providing Information on Businesses in Established Fields |
|
|
11 | (3) |
|
Businesses in New or Obscure Fields |
|
|
14 | (3) |
|
|
|
17 | |
|
How to Let Customers Know Your Business Is Excellent |
|
|
|
|
|
3 | (4) |
|
Help Customers Judge for Themselves |
|
|
7 | (10) |
|
Giving Customers Authority for Your Claims |
|
|
17 | |
|
Helping Customers Find You |
|
|
|
|
|
3 | (1) |
|
|
|
4 | (3) |
|
|
|
7 | (1) |
|
|
|
8 | (5) |
|
Listing Your Services Creatively and Widely |
|
|
13 | (2) |
|
Getting Referrals From People in Related Fields |
|
|
15 | (2) |
|
Trade Shows and Conferences |
|
|
17 | |
|
|
|
|
Elements of a Good Recourse Policy |
|
|
4 | (1) |
|
Designing a Good Recourse Policy |
|
|
5 | (3) |
|
Telling Customers About Your Recourse Policy |
|
|
8 | (1) |
|
Putting Your Recourse Policy in Writing |
|
|
9 | |
|
Marketing on the Internet |
|
|
|
Business Uses of the Internet: Demystified |
|
|
2 | (1) |
|
The Geographic Reach of the Internet |
|
|
3 | (3) |
|
|
|
6 | (4) |
|
Designing an Internet Site |
|
|
10 | (3) |
|
Interactivity and Customer Screening |
|
|
13 | (2) |
|
How to Help People Find You Online |
|
|
15 | |
|
Dynamic Interactive Marketing |
|
|
|
The What and How of Databases |
|
|
2 | (1) |
|
|
|
3 | (1) |
|
|
|
4 | (1) |
|
The Look and Feel of Your Site |
|
|
5 | (1) |
|
|
|
6 | (2) |
|
|
|
8 | (1) |
|
|
|
9 | (1) |
|
|
|
10 | |
|
Designing and Implementing Your Marketing Plan |
|
|
|
Your Marketing List: The ``Who'' of Your Marketing Plan |
|
|
2 | (1) |
|
How to Evaluate Your List |
|
|
3 | (2) |
|
Marketing Actions and Events: The ``What'' of Your Marketing Plan |
|
|
5 | (2) |
|
|
|
7 | (8) |
|
Parallel Marketing Actions |
|
|
15 | (6) |
|
Peer-Based Marketing Actions |
|
|
21 | |
|
Creating a Calendar of Events |
|
|
|
Marketing Calendar for an Interior Design Firm |
|
|
2 | (2) |
|
Marketing Calendar for Jerry and Jess's New Chiropractic Clinic |
|
|
4 | |
| Appendix |
|
| Index |
|
Other versions by this Author
