CONTENTS:- Preface.
Part A: The Strategy Selection Process.
1. Defining Your Business Strategy.
2. Assessing Focal Points.
3. Selecting Strategies.
Part B: Selecting Weaponry.
4. Advertising.
5. Public Relation.
6. Promotions.
7. Merchandising.
8. Database Marketing.
9. Electronic Marketing.
10. Packaging.
11. Branding.
12. Pricing.
13. Sales.
14. Customer Service.
15. Crisis Management.
16. Marketing and the Law.
17. Marketing Budget.
Part C: The Marketing Plan and the Marketing Audit.
18. The Strategic Marketing Plan.
19. The Complete Marketing Audit.
Appendix 1: Work Forms.
Appendix 2: Marketing Intelligence Information Sources.
Appendix 3: Marketing- Related Associations.
