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Also in Ethical Marketplace

Grassroots Marketing

Getting Noticed in a Noisy World

by Shel Horowitz

Table of Contents

CONTENTS
Acknowledgments
Preface
Part I: Key Concepts
1

Chapter 1 Skeptics--Please Start Here
Chapter 2 Image and Market
Chapter 3 Copywriting 101
Chapter 4 By Design
Chapter 5 Mastering Myriad Media
Chapter 6 Media Publicity: The Hidden Goldmine
Chapter 7 Who Needs to Know: Assembling Your Press List
Part II: Positive Print Promotion
41

Chapter 8 Better Than the Grapevine: Writing Your Media Release
Chapter 9 In-Depth Print Coverage: The Best Publicity Money Can't Buy
Chapter 10 Let Fingers Do the Walking--and Find You
Chapter 11 Unlock the Secrets of the Classified Page
Chapter 12 On Display
Chapter 13 Ask for a Bargain
Chapter 14 Squeeze the Most from the Post, Part I
Chapter 15 Squeeze the Most from the Post, Part II
Chapter 16 Visual Marketing
Chapter 17 A Substantial Impression:
P ublicity Materials Your Prospects Will Hold On To
Part III: Elegant Electronic Exposure
152

Chapter 18 Free Publicity over the Airwaves
Chapter 19 And Now a Word from Our Sponsor:
Advertising in the Electronic Media
Chapter 20 New Media
Part IV: Incredible, Indispensable Internet
171

Chapter 21 Getting Started in Cyberspace
Chapter 22 Domain Do's and Don'ts
Chapter 23 E-Mail Marketing Miracles
Chapter 24 The "Sig"--Your Cyberspace Business Card
Chapter 25 Wonderful World Wide Web
Chapter 26 Build Brand Identity and Traffic
Chapter 27 Banner Advertising on the Web
Chapter 28 Integrating Databases and the Internet
Chapter 29 Other Online Advertising/Promotional Tools
Part V: Phone and Face
235

Chapter 30 World-Class Customer Service
Chapter 31 Friendly and Welcome Telemarketing
Chapter 32 Successful Sales Presentations
Chapter 33 Trade Show Triumphs
Chapter 34 A Storehouse of Tricks
Chapter 35 Keep Them Coming Back:
Generating Referral and Repeat Customers
Part VI: Riding the Growth Curve
275

Chapter 36 Who Do You Know?
Chapter 37 Climbing the Marketing Mountain: Selling Your Expertise
Chapter 38 Tick Them Off
Chapter 39 Branding: The Buzz

RESOURCES
INDEX