TITLE -- COPYRIGHT -- ABOUT THE AUTHOR -- ABOUT THIS BOOK -- CONTENTS -- PART I The Business Plan -- CHAPTER 1: PRE-PLANNING FOR SUCCESS -- SAMPLE MISSION STATEMENTS -- MARKET BUSINESS ANALYSIS -- CHAPTER 2: WRITING THE BUSINESS PLAN -- SECTIONS OF THE BUSINESS PLAN -- Section 1: Executive Summary -- Section 2: Company Analysis -- Section 3: Industry Analysis -- Section 4: Market Analysis -- Section 5: Strategic Analysis -- Section 6: Management Analysis -- Section 7: Financial Analysis -- PART II Writing the Marketing Plan -- EXECUTIVE SUMMARY -- CHAPTER 3: THE MARKET ANALYSIS -- Market Rearch -- Market Attractiveness -- TARGET MARKET ATTRACTIVENESS RATING SCALE -- Product Life Cycle -- Company Analysis -- SWOT ANALYSIS -- Competitor Analysis -- Writing and Implementing a Marketing Plan 19 COMPETITORS' COMPARATIVE CHARACTERISTICS -- COMPETITOR ANALYSIS: MARKETING MIX -- Customer Analysis -- Cooperator Analysis -- Product/Program/Service Analysis and Evaluation -- PRODUCT/SERVICE EVALUATION -- CHAPTER 4: MARKET SEGMENTATION AND TARGET MARKET SALECTION -- Market Segmentation and Target Market Selection Criteria -- Customer Analysis and Characteristics -- TARGET MARKET CHARACTERISTICS -- Other Ways to Segment the Market -- Getting to Know Your Customer -- CHAPTER 5: DEVELOPING THE MARKETING MIX -- GOALS AND STRATEGIES FOR THE MARKETING MIX -- Marketing Action Plans -- NEXT TASK -- CHAPTER 6: THE PROMOTIONAL MIX -- ADVERTISING -- PUBLIC RELATIONS -- NEWS RELEASE -- DIRECT OR PERSONAL SALES -- SALES PROMOTIONS -- CREATIVE DEVELOPMENT PLAN -- CREATIVE DEVELOPMENT PLAN -- CHAPTER 7: MARKETING RESULTS AND SUPPORT DOCUMENTS -- Marketing Results -- Support Documents -- The Completed Plan -- MARKETING PLAN -- PART III Implementing the Marketing Plan -- MARKETING DEFINITION -- ADVERTISING AGENCIES -- ADVERTISI MEDIA -- ADVERTORIALS -- ARTICLES -- AWARDS.

BALLOONS AND BLIMPS -- BARTER -- BILLBOARDS -- BOARD OF DIRECTORS -- BROCHURES -- BUDGETS -- BULLETIN BOARDS -- BUNDLING (PIGGYBACKING) -- BUSINESS CARDS -- BUSINESS MEALS -- CATALOGS -- CHARITIES -- CONFIRMATION CALLS -- CONTESTS -- CO-OP ADVERTISING -- CO-OP REFERRAL LISTS -- COUPONS -- CROSS PROMOTIONS (JOINT VENTURE MARKETING) -- CUSTOMER APPRECIATION PROGRAMS -- CUSTOMER OF THE MONTH (OR YEAR) -- CUSTOMER SERVICE -- CUSTOMER SURVEYS -- DEMONSTRATIONS -- DIRECT MAIL -- DIRECT RESPONSE ADVERTISEMENTS -- DIRECTORIES -- DISPLAYS -- DOOR HANGERS -- EXPANDED BUSINESS HOURS -- FAIRS -- FLYERS -- GIFT CERTIFICATES -- GIVE AWAYS -- GRAND OPENING -- GUARANTEES -- HELP LINES -- HOST OR HOSTESS -- IMAGE -- INCENTIVES -- INSERTS -- IN-SERVICE TRAINING -- INTERNS -- LEAD BOXES -- LEADS CLUBS -- LETTERS TO THE EDITOR -- LEVERAGING -- LOGO -- MAILING LISTS -- MARKET RESEARCH (See Chapter 2) -- NAME -- NEW BUSINESS REQUESTS -- NEWSLETTER -- NOVELTY ITEMS -- OFF PRICING -- ONE-MINUTE MESSAGES -- PACKAGING -- PER INQUIRY OR PER ORDER ADVERTISING -- PHONE HOLD MESSAGES -- PIGGYBACKING -- POSITIONING -- PREMIUMS -- PRESS (MEDIA) KIT -- PRESS RELEASE TOP 10 TOPICS -- PRICE COMPETITIVELY -- PUBLIC SERVICE ANNOUNCEMENTS (PSA'S) -- QUALITY -- RADIO PROGRAMS -- REBATES/REFUNDS -- RECALL/REACTIVATION PROGRAMS -- REFERRALS -- REPRINTS -- SALES LETTERS -- SAMPLING -- SEARCHLIGHT -- SEMINARS, SPEECHES, AND WORKSHOPS -- SERIAL APPOINTMENTS -- SHOP YOUR COMPETITORS -- SIGNAGE -- SPONSORSHIPS -- STAMPS -- STUFFERS -- TAG LINES -- TAKE-ONE DISPLAYS -- TELEMARKETING -- TESTIMONIALS -- TRACKING -- TRADE SHOWS -- T-SHIRTS -- UNIQUE SALES PROPOSITION (USP) -- VALUE-ADDED SERVICE -- VENDOR SUPPORT PROGRAMS (See Co-Op Advertising) -- VOLUNTEER -- VOLUNTEERS -- WELCOME WAGON -- WORD OF MOUTH -- WRITING -- YELLOW PAGES -- APPENDIX Sales & Marketing Forms -- DAILY SALES CALL REPORT.

WEEKLY SALES CALL SUMMARY -- MONTHLY PROSPECT LIST -- MARKETING INFORMATION TRACKING SHEET -- COMPETITOR INFORMATION SOURCES.