Foreword, by Sir Paul Judge
Acknowledgements

Introduction

PART ONE Core

01 Product
Product development
Quality
Portfolio management
Product comparisons
Summary

02 Price
The Gillette razor business model
Air travel
Market segmentation
Price points
'Free' Products
Summary

03 Place
History of distribution
Importance of location
Sales management
Account management
Category management
Selective distribution
Franchising arrangements
Trade shows
Summary

04 Promotion
History of advertising
Does advertising work?
How does advertising work?
Below the line
Above the line versus below the line
Summary

05 Packaging
Function
History of Packaging
Packaging of identity
Logo
Livery
Packages as business model
Summary

PART TWO Actions

06 Planning
Managing by objectives
Features of a good marketing Plan
The corporate vision
Strategic management
Portfolio management
Project management
Forecasts
Contingency Plans
Summary

07 Persuasion
Mutuality of interest
Persuasion of colleagues
Public speaking
Persuasion of end users
Psychology in marketing
Summary

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

09 Push-Pull
Shelf life
Product life cycle
Supply and demand
The importance of scarcity
Summary

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

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-Profit companies
Summary

12 Productivity
Zero-based Planning
Decision making
New Product development
Lessons from engineering
Measuring outputs
Personal Productivity
Summary

13 Partnership
Benefits of business Partnering
Mergers and acquisitions (M&A)
Alliances
Summary

14 Power
Power brands
Lessons from the military
Intellectual property
Legal restrictions
Cultural risks
Retailer Power
Consumer Power
Market-derived Power
Summary

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

16 People
Recruitment
Assessment
Training and development
Team building
Management
Leadership
The skills of marketing
The 10 types of marketer
Summary

17 Positiveness
Persistence
Responsibility
Motivation
Positive thinking
Negativity
Advertising slogans
Positiveness in social networks
Conclusion
Summary

18 Professionalism
Professionalism in sport
Professionalism in business
Summary

19 Passion
Summary

20 Personality
Corporate Personality
Brand Personality
Consumer Personality
Summary

Conclusion

References
Further Reading
Index