Alexander Hiam has authored more than 20 popular books on business and served as a professor at the business school at the University of Massachusetts, Amherst. His clients include many of the Fortune 500 firms and larger governmental agencies in the U.S.

• Introduction. Part I: Tools for Designing Great Marketing Programs.Chapter 1: Boosting Your Business with Great Marketing.Chapter 2: Crafting a Breakthrough Marketing Plan.Chapter 3: Cutting Costs and Boosting Impact.Part II: Advertising Management and Design.Chapter 4: Planning and Budgeting Ad Campaigns.Chapter 5: Shortcuts to Great Ads.Part III: Power Alternatives to Advertising.Chapter 6: Branding with Business Cards, Letterhead, and More.Chapter 7: Creating Eye-Catching Brochures, Catalogs, and Spec Sheets.Chapter 8: Planning Coupons and Other Sales Promotions.Chapter 9: Spreading the Word with Newsletters.Chapter 10: Taking Advantage of Publicity.Part IV: Honing Your Marketing Skills.Chapter 11: The Customer Research Workshop.Chapter 12: The Creativity Workshop.Chapter 13: Writing Well for Marketing and Sales.Part V: Sales and Service Success.Chapter 14: Mastering the Sales Process.Chapter 15: Closing the Sale.Chapter 16: The Sales Success Workshop.Part VI: The Part of Tens.Chapter 17: Ten Great Marketing Strategies.Chapter 18: Ten Ways to Make Marketing Pay.Chapter 19: Ten Ways to Market on the Web.Appendix: About the CD.Index.

Alexander Hiam has authored more than 20 popular books on business and served as a professor at the business school at the University of Massachusetts, Amherst. His clients include many of the Fortune 500 firms and larger governmental agencies in the U.S.

• Introduction. Part I: Tools for Designing Great Marketing Programs.Chapter 1: Boosting Your Business with Great Marketing.Chapter 2: Crafting a Breakthrough Marketing Plan.Chapter 3: Cutting Costs and Boosting Impact.Part II: Advertising Management and Design.Chapter 4: Planning and Budgeting Ad Campaigns.Chapter 5: Shortcuts to Great Ads.Part III: Power Alternatives to Advertising.Chapter 6: Branding with Business Cards, Letterhead, and More.Chapter 7: Creating Eye-Catching Brochures, Catalogs, and Spec Sheets.Chapter 8: Planning Coupons and Other Sales Promotions.Chapter 9: Spreading the Word with Newsletters.Chapter 10: Taking Advantage of Publicity.Part IV: Honing Your Marketing Skills.Chapter 11: The Customer Research Workshop.Chapter 12: The Creativity Workshop.Chapter 13: Writing Well for Marketing and Sales.Part V: Sales and Service Success.Chapter 14: Mastering the Sales Process.Chapter 15: Closing the Sale.Chapter 16: The Sales Success Workshop.Part VI: The Part of Tens.Chapter 17: Ten Great Marketing Strategies.Chapter 18: Ten Ways to Make Marketing Pay.Chapter 19: Ten Ways to Market on the Web.Appendix: About the CD.Index.

Alexander Hiam has authored more than 20 popular books on business and served as a professor at the business school at the University of Massachusetts, Amherst. His clients include many of the Fortune 500 firms and larger governmental agencies in the U.S.

• Introduction. Part I: Tools for Designing Great Marketing Programs.Chapter 1: Boosting Your Business with Great Marketing.Chapter 2: Crafting a Breakthrough Marketing Plan.Chapter 3: Cutting Costs and Boosting Impact.Part II: Advertising Management and Design.Chapter 4: Planning and Budgeting Ad Campaigns.Chapter 5: Shortcuts to Great Ads.Part III: Power Alternatives to Advertising.Chapter 6: Branding with Business Cards, Letterhead, and More.Chapter 7: Creating Eye-Catching Brochures, Catalogs, and Spec Sheets.Chapter 8: Planning Coupons and Other Sales Promotions.Chapter 9: Spreading the Word with Newsletters.Chapter 10: Taking Advantage of Publicity.Part IV: Honing Your Marketing Skills.Chapter 11: The Customer Research Workshop.Chapter 12: The Creativity Workshop.Chapter 13: Writing Well for Marketing and Sales.Part V: Sales and Service Success.Chapter 14: Mastering the Sales Process.Chapter 15: Closing the Sale.Chapter 16: The Sales Success Workshop.Part VI: The Part of Tens.Chapter 17: Ten Great Marketing Strategies.Chapter 18: Ten Ways to Make Marketing Pay.Chapter 19: Ten Ways to Market on the Web.Appendix: About the CD.Index.