Table of Contents
1. Déjà New Marketing
2. Markets, Market Segments, and Target Markets
3. Strategy or Tactic?
4. Sell Aspirin, Not Vitamins
5. Strategic Marketing in Plain English
6. Crowds Can Be Dumb
7. Confronting New Problems and Opportunities
8. The Long Tail Wags the Dog
9. Product Positioning Strategies
10. First, Best, or Different
11. You Are Going to End Up Somewhere…
12. Business Concept
13. Goal Setting
14. New Venture Sales Forecasting
15. Business Plan Blunders
16. Sometimes Plans Change
17. A Business Plan Is Like a Compass
18. The Executive Summary Sells the Business Plan
19. Writing Business Plans That Sell
20. Solve Your Customer’s Problems (Not Yours)
21. Which Niche?
22. Innovation in Niche Markets
23. Customer Choices
24. Dumpster Diving for Niche Market Products
25. Failure Enables New Products
26. Creating Innovative Products
27. Dream Big and Think Small
28. Niche Marketing Versus Mass Marketing
29. Square Watermelons and Glass Floor Mats
30. Only Dead Fish Swim with the Current
31. Have You Heard About My Disruptive Technology?
32. Is Different Better?
33. Market Research Methods at Small Companies
34. Bright Ideas
35. The Inconsistent Wisdom of Crowds and Market Research
36. Net Promoters Recommend You to Friends
37. Things to Know About the Competition
38. Behavior Predicts Behavior
39. Barriers Are Mostly Psychological
40. Great Brands Promise Value
41. Keep a Brand Handbook
42. Unique Value Proposition
43. I See Colors
44. Branding Power
45. Messaging Tells Your Story
46. Changing Your Company Name
47. The Name Game
48. Brand Strategy
49. Strategies for Brand Growth
50. Managing the Marketing Mix
51. Marketing Innovative Products
52. Price Strategically
53. Pricing Below the Market
54. Mark-up Pricing
55. Skimming: A Pricing Strategy for New Products
56. Perceived Value Pricing
57. Life is a Cabernet
58. Discounts Cut Deep
59. Is Advertising Dead?
60. Traditional Retail Advertising is Ineffective
61. Web Advertising Comes of Age
62. Pay Per Click Advertising
63. Beware of Click Fraud
64. What is Advergaming?
65. Why Not Advertise Outdoors?
66. If You Advertise, Be Sure to Measure It
67. Show Me a Sign
68. Advertising on Social Networks
69. Try Advertising in Unusual Places
70. Goodbye Yellow Pages
71. Say Hello to Online Classifieds
72. Speak To Me in Plain English
73. Don’t Look a Gift Horse in the Mouth
74. A Personal Touch with Note Cards
75. A Few Words on Business Cards
76. The Beta Buzz
77. Public Speaking Made Easy
78. Great Logos Communicate Your Brand
79. Marketing Mantras Make Money
80. Elevator Pitches Move Investors
81. Writing Better
82. Your E-mail Signature
83. Text-Speak
84. Humor, Funny Stuff, and Sarcasm in Marketing
85. How to Write Great E-mail Sales Letters
86. Nobody Answers My E-Mail Letters!
87. Choose Your Words Wisely
88. Think Twice Before You Send That E-mail Letter
89. P.S. Everyone Reads the Postscript
90. Writing Great E-mail Marketing Copy
91. Risky Business: E-mail Marketing and Children
92. When Opt-in E-mail Becomes SPAM
93. Personalize Your E-mail Marketing Letters
94. Smaller E-mail Marketing Lists Are Better
95. Staying in Touch with E-mail Newsletters
96. Are You a Spammer?
97. Mobile Devices and E-mail Marketing
98. Trust Is Everything in E-mail Marketing
99. Subject Lines Enable E-mail Marketing
100. E-mail Marketing Sender Lines
101. Webinars Work Wonders
102. Save Time with Direct Mail
103. Send Thanksgiving Cards
104. Product Promotion is a Call to Action
105. Experiential Marketing
106. Wild Posting
107. Jumbo Squid Invade California!
108. Press Kits
109. Public Relations is Vanity Gone to College
110. Extreme Makeover: Marketing and PR Edition
111. Why Blog?
112. Blogging for Beginners
113. Flogs and Blogs Are Not the Same
114. Are There Too Many Blogs?
115. Blogs, Forums, and the Competition
116. Create Website Traffic with Article Marketing
117. Cause Marketing is for the Birds
118. Sales Leadership: Who is Minding the Store?
119. Internal Selling Can Be the Hardest Sale
120. Call Me on My Cell Phone
121. Why Top Sales Representatives Quit
122. How to Retain Top Sales Representatives
123. How to Sense Impending Doom
124. Common Characteristics of Excellent Salespeople
125. Legal Issues and Selling
126. Does Your Customer Trust You?
127. Ethical Selling
128. How Customers View Ethical Selling
129. Objections: An Enabling Sales Technology
130. The Doctor Is In
131. Giving Bad News
132. Selling on the Phone
133. Selling to C-Level Executives
134. Is Selling Getting Tougher
135. Selling is More Checkers than Chess
136. Selling With Questions
137. Selling to Difficult Customers
138. My Sales Representatives Have Attention-Deficit Disorder!
139. Customers Remember Good Salespeople
140. Customers Know Too Much
141. How Top Salespeople Think
142. Increase Sales with Reference Accounts
143. Telephone Conference Calls
144. Selling With Integrity
145. No Hurry to Make a Decision
146. Why Won’t My Customers Call Me Back?
147. Non-Verbal Communication
148. Fear of Rejection
149. Smile While Selling on the Phone
150. Personalize Your Offering
151. Phone or E-mail?
152. Handling Difficult or Angry People on the Phone
153. Managing Customer Conflicts
154. Gifts and Bribes
155. Two Wolves: One is Evil and the Other is Good
156. Do You Have an Affinity for Marketing?
157. Inside the Buyer’s Head
158. Fire Your Bad Customers
159. It’s Not About You
160. How to Earn Customer Loyalty and Referrals
161. Special Events for Loyal Customers
162. Special Customer Service Touches Make the Difference
163. Say Thank You!
164. Accounts Believable
165. Networking Basics
166. Name Tags at Big Events
167. Social Media or Social Networking?
168. Social Networking is a “Must Do”
169. Social Media: The New Water Cooler
170. Social Media and Ruthless Self Promotion
171. Social Networking: The World is Watching
172. YouTube, the Vatican, and New Media
173. Viral Marketing or Astroturfing?
174. How the Web Was Won
175. Privacy on the Web
176. Drive Website Traffic With Online Activities
177. Offline Activities Drive Website Traffic
178. Getting Found on the Internet
179. Swahili Spoken Here
180. Does Search Engine Optimization Fool the Search Engines?
181. Search Engine Optimization Is No Longer Optional
182. Websites Need SEO
183. Eye Tracking and Web Design
184. How Search Engines Work
185. Organic Search or Pay Per Click?
186. Keywords and Your Website
187. Websites Need to Be Different
188. Women on the Web
189. Marketing to Baby Boomer Women
190. Boomer Cemeteries Full
191. The New Auction Culture
192. Hispanics Have Clout
193. Green is the New Black
194. Online Everything
195. Market Online or Go Out of Business
196. Change While You Can
197. Mutant Guppies Still Haunt Me
198. Top Ten Marketing Mistakes by Entrepreneurs
199. Expressing Gratitude in a Thankless World
