Contents -- About the author -- About Guru in a Bottle® -- Foreword by Professor Malcolm McDonald -- Introduction -- About this book -- 1 Market and customer segmentation -- Introduction -- The role of marketing planning -- Determining the attractiveness of market segments -- Market and customer segmentation in consumer markets -- Market and customer segmentation in business markets -- Approach to international market and customer segmentation -- 2 Writing a marketing plan -- Introduction -- The market strategy -- Strategic marketing plan -- How to write a 12-month tactical marketing plan -- 3 Understanding the marketing mix -- Introduction -- Marketing's new vocabulary -- The customer and client journey -- What's in the mix -- Budget considerations -- Marketing measurement -- 4 Brochures, press ads and print copy -- Introduction -- Evidenced-based marketing -- It's not what you offer but what you deliver -- The power of photography -- Basic principles of writing great marketing copy -- How to prepare high impact marketing brochures -- The mechanics of a press ad -- Effective use of print copy -- 5 Signs, posters and ambient media -- Introduction -- Best practice in creating signage -- Best practice in creating posters -- Modern use of ambient media -- Future use of quick response (QR) codes -- Alternatives to QR codes -- The future of OOH advertising -- 6 E-marketing, m-marketing and direct marketing -- Introduction -- The nature of e-marketing -- Building a mouse trap -- Search engine optimization (SEO) -- Websites of tomorrow -- Social e-marketing -- Framework for measuring social e-marketing -- The world of Twitter for business -- Blogging in real time -- The world of Facebook for business -- Best practice in m-marketing -- Best practice in direct marketing -- 7 Public relations -- Introduction -- Management of reputation.

Power of the narrative -- Creating powerful PR 'products' -- PR and its relationship with public affairs -- Offline versus online media -- Social media and PR strategy -- Research, planning and measurement -- 8 Using promotions -- Introduction -- Objectives of sales promotions -- Use of creativity in sales promotions -- Off-the-shelf promotions -- Joint promotions -- Price promotions -- Premium promotions (gift with purchase) -- Prize promotions -- International sales promotions -- International Chamber of Commerce Code (2011) -- 9 Top 10 common marketing mistakes to avoid -- Introduction -- 1. No vision or purpose to the marketing effort -- 2. Assuming you know who your customers or clients are -- 3. Linear thinking rather than creative thinking -- 4. Looking at the world from your point of view -- 5. Failing to understand the link between marketing and selling more stuff -- 6. Being in 'transmit mode' rather than 'receive mode' -- 7. Living in the past -- 8. Not thinking in terms of outcomes but outputs -- 9. Not learning from your customers and clients -- 10. Not learning from your mistakes -- 10 Top 10 ways to save money in marketing -- Introduction -- 1. Seek an opportunity in adversity -- 2. Do more with less -- 3. Think and act flexibly -- 4. Keep it simple -- 5. Use the web -- 6. Avoid dependency relationships with external agencies -- 7. Spend less than others say you should on marketing -- 8. Don't just market to people you know - network -- 9. Collaborate with your customers and clients for profit -- 10. Know your ends from your means -- Index -- Endorsements.