From the Book - Regular Print
Part A Strategy Selection Process 1 --
Chapter 1. Defining Your Business Strategy 3 --
Chapter 2. Assessing Focal Points 9 --
Chapter 3. Selecting Strategies 29 --
Part B Selecting Weaponry 47 --
Chapter 4. Advertising 49 --
Chapter 5. Public Relations 75 --
Chapter 6. Promotions 91 --
Chapter 7. Merchandising 103 --
Chapter 8. Database Marketing 113 --
Chapter 9. Electronic Marketing 123 --
Chapter 10. Packaging 129 --
Chapter 11. Branding 135 --
Chapter 12. Pricing 147 --
Chapter 14. Customer Service 179 --
Chapter 15. Crisis Management 199 --
Chapter 16. Marketing and the Law 207 --
Chapter 17. Marketing Budget 211 --
Part C Marketing Plan and the Marketing Audit 217 --
Chapter 18. Strategic Marketing Plan 219 --
Chapter 19. Complete Marketing Audit 237 --
Appendix 1. Work Forms 245 --
Appendix 2. Marketing Intelligence Information Sources 259 --
Appendix 3. Marketing-Related Associations 263.
part A. The strategy selection process
part B. Selecting weaponry
part C. The marketing plan and the marketing audit.