Contents -- Acknowledgments -- Preface -- Introduction -- Day 1 - The Guerrilla Marketing Mindset -- More Ways to Develop a Marketing Mindset -- Guerrilla Marketing Mindset Tips -- Commitment to What Works -- Day 1 Summary -- Day 2 - The Purpose of Your Marketing -- Prioritizing Goals -- Focus -- Day 2 Summary -- Day 3 - Competition and Research -- Customer Research -- Identifying the Competitor's Achilles Heel -- Opportunity Research -- Day 3 Summary -- Day 4 - Target Market -- Narrowing Your Scope -- Taking Dead Aim -- Target Market Considerations -- Pulling the Trigger -- Day 4 Summary -- Day 5 - Positioning -- Capitalize on Your Strengths and the Competition's Weaknesses -- Position Benefits as Value-Oriented -- Day 5 Summary -- Day 6 - Niche Marketing -- Everybody Is Not a Niche -- Niche Strategies -- Niche Positioning -- Day 6 Summary -- Day 7 - Marketing Plan and Strategy -- Day 7 Summary -- Day 8 - Competitive Advantage and Benefits -- Features vs. Benefits -- Competitive Advantage -- Communicating Benefits and Competitive Advantages -- Day 8 Summary -- Day 9 - Identity and Branding -- Clear, Consistent, and Creative -- Establishing Your Brand -- Day 9 Summary -- Day 10 - Marketing Communication and Creative Planning -- The Importance of Communication -- Creative Planning -- Day 10 Summary -- Day 11 - Advertising and Media Plan -- Advertising Investment -- Day 11 Summary -- Day 12 - Business Networking -- Networking Mindset -- Making Contact - It's Who You Know -- Networking Is Relationship Building -- The Networking Process -- Relationship Building as It Relates to Networking -- Day 12 Summary -- Day 13 - Strategic Alliances and Fusion Marketing -- Day 13 Summary -- Day 14 - Direct Selling -- Loyalty -- Listening -- Asking Questions -- Relationships -- Day 14 Summary -- Day 15 - Telephone Selling and Marketing.

The Teleselling Process -- Day 15 Summary -- Day 16 - Printed Collateral, Brochures, and Sales Sheets -- Brochures -- Sales Sheets -- Printed Materials in the Age of the Internet -- Day 16 Summary -- Day 17 - Direct Mail -- Advantages of Direct Mail -- Other Considerations -- Day 17 Summary -- Day 18 - Radio/Television/Cable TV -- Radio -- Television -- Cable TV -- Day 18 Summary -- Day 19 - Marketing Hooks -- Information Is Good Bait -- Day 19 Summary -- Day 20 - Public Relations -- Other Free PR -- Day 20 Summary -- Day 21 - Marketing Calendar -- Measurement -- Day 21 Summary -- Day 22 - Other Marketing: Speaking, Coupons, and Contests -- Coupons -- Speaking -- Contests -- Day 22 Summary -- Day 23 - Online Marketing, Part I -- Website -- More Effective Communication -- More Efficient Communication -- Search Engines -- Reciprocal Links -- Other Considerations -- Day 23 Summary -- Day 24 - Online Marketing, Part II -- E-Mail -- E-Zines -- Online PR -- Discussion Forum Participation -- Day 24 Summary -- Bonus Day - Online Marketing, Part III -- Blogs -- Podcasting -- E-Mail -- Day 25 - Trade Shows and Expos -- Day 25 Summary -- Day 26 - Newsletters -- Newsletter Format -- Other Format Considerations -- Uses of Newsletters -- Day 26 Summary -- Day 27 - Marketing Budgets -- Day 27 Summary -- Day 28 - Plan Execution and Implementation -- Day 28 Summary -- Day 29 - Expansion/New Markets/New Income Streams/New Products -- Product Diversification -- Expansion Opportunity Rules -- Day 29 Summary -- Day 30 - New Plan-The Next 30 Days and Beyond -- Day 30 Summary -- Bonus Day - Referral Strategies -- Ask for Referrals -- Narrow the Universe -- Ask at the Point of Enthusiasm -- Proximity Referrals -- About the Authors -- Index.