Title Page -- Copyright Page -- Dedication -- Contents -- Foreword -- Acknowledgements -- PART ONE: Core -- Chapter 01: Product -- Product development -- Quality -- Portfolio management -- Product comparisons -- Summary -- Chapter 02: Price -- The Gillette razor business model -- Air travel -- Market segmentation -- Price points -- 'Free' Products -- Summary -- Chapter 03: Place -- History of distribution -- Importance of location -- Sales management -- Account management -- Category management -- Selective distribution -- Franchising arrangements -- Trade shows -- Summary -- Chapter 04: Promotion -- History of advertising -- Does advertising work? -- How does advertising work? -- Below the line -- Above the line versus below the line -- Summary -- Chapter 05: Packaging -- Function -- History of Packaging -- Packaging of identity -- Logo -- Livery -- Packages as business model -- Summary -- PART TWO: Actions -- Chapter 06: Planning -- Managing by objectives -- Features of a good marketing Plan -- The corporate vision -- Strategic management -- Portfolio management -- Project management -- Forecasts -- Contingency Plans -- Summary -- Chapter 07: Persuasion -- Mutuality of interest -- Persuasion of colleagues -- Public speaking -- Persuasion of end users -- Psychology in marketing -- Summary -- Chapter 08: Publicity (public relations) -- Definition of Public relations -- The press release -- The Companies Act 2006 -- Bad Publicity -- Sponsorship -- Corporate social responsibility -- Charity -- New media -- Reputation management -- Summary -- Chapter 09: Push-Pull -- Shelf life -- Product life cycle -- Supply and demand -- The importance of scarcity -- Summary -- Chapter 10: Positioning -- Product Positioning process -- Defining the market -- Repositioning a company -- The 22 immutable laws of marketing -- Unique selling Proposition -- Copywriting.

Advertising slogans -- Summary -- PART THREE: Measurements -- Chapter 11: Profit -- Increase turnover -- Increase Prices -- Reduce costs -- The relationship between marketing and finance -- Profit impact of market strategy -- Lanchester's laws -- The Profit zone -- Corporate social responsibility -- Mutuals -- Charities -- Not-for-Profi t companies -- Summary -- Chapter 12: Productivity -- Zero-based Planning -- Decision making -- New Product development -- Lessons from engineering -- Measuring outputs -- Personal Productivity -- Summary -- Chapter 13: Partnership -- Benefi ts of business Partnering -- Mergers and acquisitions (M&A) -- Alliances -- Summary -- Chapter 14: Power -- Power brands -- Lessons from the military -- Intellectual property -- Legal restrictions -- Cultural risks -- Retailer Power -- Consumer Power -- Market-derived Power -- Summary -- Chapter 15: Perception -- Personality endorsement -- Conor Dignam on Perception -- Problems of Perception -- The law of Perception -- The psychology of Perception -- Corporate branding -- Perception management -- Summary -- PART FOUR: Behaviours -- Chapter 16: People -- Recruitment -- Assessment -- Training and development -- Team building -- Management -- Leadership -- The skills of marketing -- The 10 types of marketer -- Summary -- Chapter 17: Positiveness -- Persistence -- Responsibility -- Motivation -- Positive thinking -- Negativity -- Advertising slogans -- Positiveness in social networks -- Conclusion -- Summary -- Chapter 18: Professionalism -- Professionalism in sport -- Professionalism in business -- Summary -- Chapter 19: Passion -- Summary -- Chapter 20: Personality -- Corporate Personality -- Brand Personality -- Consumer Personality -- Summary -- Conclusion -- References -- Further Reading -- Index.