Cover -- Copyright © Knowres Publishing -- Contents -- Forward -- Author's Note -- Acknowledgements -- About the Author -- Introduction -- Chapter 1: Overview The Laja Marketing C@ps Process -- Why Change The Traditional Structure? -- No Competitive Analysis -- Chapter 2: Marketing Mission -- Vision is the big picture -- Why do I need a Marketing Mission? -- Real Life Example -- The fire within -- Chapter 3: Values -- What does the customer see of your values? -- Real Life Experience: -- Real Life Experience: -- Chapter 4: Target Market -- Define your best customer -- Real Life Experience: -- Chapter 5: Marketing Statements -- Process, Physical Facilities, People -- The relevance of your marketing statements -- Make it grab you! -- Real Life Experience: -- Chapter 6: Product Focus -- Product Life Cycle -- Differentiation is Key -- Real Life Experience: -- Chapter 7: Price Focus -- Six Steps to checking your pricing structure -- Real Life Example: -- Chapter 8: Place Focus -- Assess your distribution options -- Real Life Example: -- Chapter 9: Focus on Physical Facilities: -- Retain your perspective -- Conduct a customer survey -- Real Life Example: -- Chapter 10: People focus -- Commit to getting it right -- Real Life Example: -- Chapter 11: Focus on Processes: -- The value-adding backbone -- Real Life Example: -- Chapter 12:Promotion Focus -- The image of your message -- Portray your image consistently -- Real Life Experience -- Chapter 13: Strategic Goals -- Real Life Experience: -- A Hit or Miss Affair -- Tools of Marketing -- Chapter 14: Advertising -- Assess the return on your investment -- Decide whether to out source or do it in-house -- Real Life Experience: -- Chapter 15: Public Relations -- Understanding the PR function -- Real Life Experience: -- Chapter 16: Personal Selling -- The direct interface -- Real Life Experience:.

Chapter 17: Direct Marketing -- Permission Marketing -- Real Life Experience: -- Chapter 18: Sales Promotion -- The roles of sales promotion -- Timing -- Real Life Experience: -- Chapter 19: Exhibitions -- Real Life Experience -- Use sponsorship with another marketing tool -- Chapter 20: Internet -- Ensure your website is easy to find -- Real Life Experience -- Social Responsibility: -- Real Life Experience: -- Chapter 21: Measurables -- The implementation team -- Chapter 22:Action Plans -- Let your team take ownership -- Doing less, better! -- Closing the gap -- Chapter 23: The Marketing Budget -- Affordable Method -- Chapter 24: Welcome To The World Of Marketing -- Where do we start? -- More about Laja Marketing -- Glossary -- References -- Index.