Contents
Preface
Overview
Introduction
Part I
Current Marketing Situation
Chapter 1
Mission: Focus on Quality
Chapter 2
Target Market: Describe Key Customers
Chapter 3
Specialty: Compete on Strength
Chapter 4
Suppliers: Delegate Weaknesses
Part II
Marketing Mix Decisions
Chapter 5
Products and Services: Offer Treasures
Chapter 6
Distribution: Deliver Delight
Chapter 7
Promotion: Trumpet Empathy
Chapter 8
Pricing: Price as Valued
Part III
Taking Action
Chapter 9
Prospecting: Target Key Prospects
Chapter 10
Customer Service: Reward the Best
Chapter 11
Budgeting: Concentrate Resources
Chapter 12
Action Plan: Jump into Action
Appendixes
Appendix I
Joshua Gray, Owner, Soft Spray Exterior Cleaning
Appendix II
George Ilie, Owner, Geoda Systems Inc
Appendix III
Dr. Andrew Harris, Co-Owner, Florida Spine & Wellness Institute
Appendix IV
Lorene King, Executive Director, NASCAR Foundation
Appendix V
Tom Lenzini, Business Broker, Transworld Business Advisors
Appendix VI
Carrie Greene, Owner, Carrie Greene Coaching
Appendix VII
Ken and Anne-Marie Poulin, Co-Owners, First Response Disaster Team
Notes
Bibliography
Index
