| | Introduction | p. 1 |
| | Getting Your Marketing Bearings | p. 7 |
| | Framing the Marketing Process | p. 9 |
| | All about Customers | p. 19 |
| | Seeing Your Product through Your Customers′ Eyes | p. 35 |
| | Sizing Up Competitors and Staking Out Market Share | p. 53 |
| | Setting Your Goals, Objectives, Strategies, and Budgets | p. 63 |
| | Laying the Foundation for Marketing Success | p. 75 |
| | Taking Stock of Your Business Image | p. 77 |
| | Forging Your Brand | p. 91 |
| | Creating Marketing Communications That Work | p. 107 |
| | Hiring Help When You Need It | p. 125 |
| | Marketing in a Screen-Connected World | p. 139 |
| | Establishing an Online Presence | p. 141 |
| | Getting Interactive with Social Media | p. 159 |
| | Packaging Your Message for Blogs and Other Online Channels | p. 179 |
| | Getting the Word Out with Ads, Mailers, Promotions, and Publicity | p. 193 |
| | Creating and Placing Print and Outdoor Ads | p. 195 |
| | Broadcasting Your Message on Radio, TV, and Online | p. 213 |
| | Snail-Mailing and E-Mailing Your Customers Directly | p. 227 |
| | Brochures, Promotions, Trade Shows, and More | p. 245 |
| | Public Relations and Publicity | p. 265 |
| | Winning and Keeping Customers | p. 281 |
| | Making Impressions through Networking and Presentations | p. 283 |
| | Making the Sale | p. 295 |
| | Enhancing Customer Service and Developing Loyalty | p. 307 |
| | The Part of Tens | p. 323 |
| | Ten Questions to Answer before Choosing a Business Name | p. 325 |
| | Ten Ways to Attract People to Your Business Online | p. 329 |
| | Ten Steps to a Great Marketing Plan | p. 335 |
| | Appendix: About the CD | p. 341 |
| | Index | p. 349 |