Designing a great marketing program. Optimizing your marketing program ; Strengthening your marketing strategy ; Writing a marketing plan -- Leveraging your marketing skills. Researching your customers, competitors, and industry ; Engaging your marketing imagination ; Pumping up your marketing communications -- Advertising for fun and profit. Perfecting your printed materials ; Signing on to outdoor advertising ; Broadcasting your message -- Finding powerful alternatives to advertising. Maximizing your web marketing ; Making a positive impression in low-cost ways ; Leveraging face-to-face marketing opportunities ; Going direct with your marketing -- Selling great products to anyone, anytime, anywhere. Making your brand stand out ; Finding the right pricing approach ; Distributing your product where your customers are ; Succeeding in sales and service -- The part of tens. Ten common marketing mistakes (and how to avoid them) ; Ten ways to launch guerilla [i.e., guerrilla] marketing attacks ; Ten (or so) ways to survive sales downturns ; Ten (plus one) tips for boosting web sales