pt. I. Getting started in marketing -- 1. A helicopter view of the marketing process -- 2. All about customers -- 3. Seeing your product through your customers' eyes -- 4. Sizing up competitors and staking out market share -- Goals, objectives, strategies, and budgets -- pt. II. Sharpening your marketing focus -- 6. Projecting the right image -- 7. Establishing your position and brand -- 8. Getting strategic before getting creative -- 9. Hiring help for your marketing program -- pt. III. Creating and placing ads -- 10. Mastering advertising basics and media planning -- 11. Creating print ads -- 12. Broadcasting ads on radio and TV -- pt. IV. Getting the word out without advertising -- 13. Mailing direct to your market -- 14. Brochures, promotions, trade shows, and more -- 15. Public relations and publicity -- 16. Tapping the Internet's marketing power -- pt. V. Winning and keeping customers -- 17. Making the sale -- 18. Enhancing customer service -- 19. Fortifying customer relationships -- pt. VI. The part of tens -- 20. Ten questions to ask before you choose a name -- 21. Ten ideas to embrace and ten to avoid -- 22. Ten steps to a great marketing plan -- Appendix. Where to find more information.