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Tables of Contents for Marketing Without Advertising
Chapter/Section Title
Page #
Page Count
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
3
Honest Ads
12
2
Branding
14
1
Listings: ``Advertising'' That Works
15
Personal Recommendations: The First Choice in Marketing
Cost-Effectiveness
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
Pricing
Straightforward and Easy-to-Understand Prices
2
1
Complete Prices
3
3
Giving Customers Reasonable Control Over the Price
6
3
Internet Pricing
9
The Treatment of People Around You
Tracking Reputations via the Grapevine
2
1
How Employees Spread the Word
3
4
Common Employee Complaints
7
2
Handling Employee Complaints
9
2
Finding Out What Employees Are Thinking
11
2
Suppliers
13
4
Business Friends and Acquaintances
17
2
Individuals Who Spread Negative Word of Mouth About Your Business
19
1
Your Behavior in Public
20
Openness: The Basis of Trust
Financial Openness
3
2
Physical Openness
5
1
Openness in Management
6
2
Openness With Information
8
3
Openness With Ideas
11
Deciding How to Educate Potential Customers
What Does Your Business Do?
2
5
Defining the Domains in Which Your Business Operates
7
3
Providing Information on Businesses in Established Fields
10
3
Businesses in New or Obscure Fields
13
2
Whom to Educate
15
How to Let Customers Know Your Business Is Excellent
Tell Them Yourself
3
4
Help Customers Judge for Themselves
7
9
Giving Customers Authority for Your Claims
16
Helping Customers Find You
Finding Your Business
3
2
Convenience of Access
5
2
Signs
7
1
Telephone Accessibility
8
5
Listing Your Services Creatively and Widely
13
2
Getting Referrals From People in Related Fields
15
2
Trade Shows and Conferences
17
Customer Recourse
Elements of a Good Recourse Policy
4
1
Designing a Good Recourse Policy
5
4
Telling Customers About Your Recourse Policy
9
1
Putting Your Recourse Policy in Writing
9
Marketing on the Internet
The Importance of Passive Internet Marketing
3
2
Yellow Pages Plus
5
2
What to Put on Your Site
7
4
Designing an Internet Site
11
3
Interactivity and Customer Screening
14
2
How to Help People Find You Online
16
3
Active Internet Marketing
19
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
Direct Marketing Actions
7
8
Parallel Marketing Actions
15
6
Peer-Based Marketing Actions
21
The Last Step: 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