Marketing Managers Handbook : Effective Proven Marketing Techniques for Business-to-Business, Trade, Industrial and High Technology Markets

by Gagnon, Eric

• ISBN13: 9781884640049
• ISBN10: 1884640044
• Format: Paperback
• Copyright: 2003-01-01
• Publisher: Internet Media

Table of Contents

Preface
First Principles
Real Marketing: First Principles of Effective, Successful Marketing Management	1	(26)
The Importance of Salesmanship in Marketing Management and Advertising	2	(2)
Marketing Managers and the Tradecraft of Marketing	4	(1)
Real Marketing: First Principles of Successful Marketing Programs	5	(20)
Ten Principles of Real Marketing	6	(1)
Execution is the most important part of marketing	6	(2)
Any good marketing project, well-executed, beats any great marketing project, poorly executed	8	(2)
Marketing is not creativity, branding, or design. It's salesmanship	10	(1)
Your Market Wants Reality, Not Someone's Idea of Creativity	10	(1)
Your Enthusiasm Sells Products	10	(2)
Stamp out the ``Y Factor'' in your marketing program	12	(1)
A plain, clear, persuasive sales message always eliminates the ``Y Factor''	12	(1)
Plain Words and Basic Appeals Sell Products	12	(2)
Great Sales Copy Works in Any Marketing Project	14	(2)
Learn to see with ``New Eyes''	16	(4)
Most marketing is ineffective in most markets	20	(1)
Always pick the boldest marketing option	20	(4)
No matter how bleak the situation, there is always something you can do	24	(1)
Any marketing program can be improved by applying these principles	25	(1)
How to Use this Book	25	(2)
Your Marketing Plan: Charting the Course of Your Marketing Program	27	(20)
Developing Your Company's Marketing Plan	28	(1)
Your Marketing Assessment	29	(9)
Performing Your Marketing Assessment	30	(8)
Determining Your Marketing Mix	38	(7)
Determining Your Marketing Plan's Marketing Mix	38	(4)
Sample Marketing Plan	42	(2)
Budgeting for Your Marketing Plan	44	(1)
Planning Beyond Your Plan: ``Targets of Opportunity'' and the Unexpected	45	(2)
Tools of the Trade: Marketing Methods, Deliverables, and Media	47	(14)
To Find the Best Marketing Methods, Make Use of All Marketing Tools	47	(2)
Finding the Best Ways to Market Your Company's Products	49	(1)
Identifying Your Company's Sales Prospects	49	(1)
Locating Your Company's Sales Prospects	50	(1)
Applying the Best Marketing Tools to Reach the Prospects in Your Company's Market	50	(1)
Overview of Marketing Tools and Media	50	(6)
Direct Mail	50	(2)
Print Display Advertising	52	(1)
Trade Shows	53	(1)
Web Sites	53	(1)
Public Relations	54	(1)
Sales Support	55	(1)
Evaluating the Marketing Tools Used in Your Company's Current Marketing Program	56	(5)
What are the Best Marketing Tools to Use in Your Company?	57	(2)
Professional Development for Marketing Managers	59	(2)
Real Marketing
How to Write Advertising (Or Manage Those Who Do): Discovering, Developing and Presenting Your Product's Most Effective Sales Message	61	(22)
Effective Ad Copywriting Means Research and Execution	62	(1)
Part 1: The Information-Gathering Stage	63	(8)
Step 1: Listen to Your Company's Sales Reps	63	(1)
How to Debrief a Sales Rep	63	(1)
Learn Which Benefits Work Best	64	(1)
How Do Your Salespeople Counter Common Sales Objections?	65	(1)
What Else Do Your Salesmen Have to Say? (Plenty!)	66	(1)
Ask Your Top Sales Reps: ``What's Your ``Elevator Pitch?''	66	(1)
Elevator Pitch Examples	66	(1)
What Do Your Sales Reps Think of Your Company's Marketing?	67	(1)
Step 2: Check Your Competition	68	(1)
Step 3: Get Your Competitor's Sales Information Kit	69	(1)
Step 4: Research Trade Publications in Your Industry	69	(2)
Part 2: Writing Effective Advertising and Promotional Copy	71	(1)
How Prospects See Your Advertising	71	(2)
Anatomy of a Effective Ad	73	(3)
Headline	73	(1)
Subheads	74	(1)
Body Copy	75	(1)
Call to Action	76	(1)
Writing Effective Advertising: Three Advertising Copywriting Exercises	76	(6)
Step 1: The Laundry List	77	(1)
Sales Benefit Attributes	77	(1)
Speed • Efficiency • Productivity	77	(1)
Quality • Comprehensiveness • Richness	77	(1)
Low cost • Savings • Value for money	78	(1)
New • Updated • Improved • Upgraded • Different	79	(1)
Step 2: The Park Bench Story	79	(2)
Step 3: Your Elevator Pitch	81	(1)
What You Have Accomplished by Completing these Exercises	82	(1)
Marketing Deliverables: Copy, Layout, & Execution of Effective Ads, Mailings, and Print Collateral	83	(16)
Part 3: The Execution Stage	84	(4)
Converting Benefits to Headlines: Examples	84	(1)
Your Subheads for Sales Copy	85	(1)
Your Ad's Body Copy	86	(2)
Call to Action	88	(1)
This Writing Process Opens Infinite Possibilities	88	(1)
Part 4: The Layout Stage	88	(10)
Taking Back the Advertising Layout Process	89	(3)
Using Color in Print Display Advertising	92	(2)
Four-Color Advertising Layout Techniques	94	(2)
Creative and Black and White Ad Design Options	96	(2)
Use These Techniques, Trust Yourself, and Your Marketing Team	98	(1)
Direct Mail Planning: Generating Inquiries and Sales Through Direct Mail and Direct Response	99	(34)
Advantages of Direct Mail	99	(2)
Direct Mail Applications	101	(2)
Part 1: Mailing Lists: The Heart of Your Company's Direct Mail Marketing Activities	103	(10)
Assessing Mailing Lists	103	(1)
Elements of a Winning Mailing List	104	(1)
Mailing Lists: Self-Compiled and Rented Mailing Lists	105	(1)
Self-Compiled Mailing Lists	105	(1)
Self-Compiled Mailing List Sources	105	(1)
The ``Dumb Assistant'' List Compiling Method	106	(2)
List Compilation: Set Your Database Up Right the First Time	108	(2)
Rented Mailing Lists	110	(2)
Where to Find Mailing Lists to Rent: SRDS Direct Mail List Source	112	(1)
How to Look for Mailing Lists in SRDS Direct Marketing List Source	112	(1)
Types of Trade Publication Mailing Lists	113	(3)
Compiled Mailing Lists	115	(1)
How Much Response Should You Get from Your Mailings?	115	(1)
Mailing List Rentals and Policies	115	(1)
Part 2: Direct Mail Packages	116	(1)
Direct Mail Package Elements	116	(6)
Outer Envelope	119	(1)
The Sales Letter	120	(2)
Elements of Successful Direct Mail Sales Letter Copy	122	(4)
Lead Paragraph	122	(1)
Key Sales Benefits and Sales Bullets	123	(1)
Sales Letter Close and Call to Action	124	(1)
Layout Tips for Sales Cover Letters	125	(1)
Brochures for Direct Mail Packages	126	(1)
Direct Mail Response/Business Reply Cards (BRCs)	127	(6)
The ``Buck Slip''	128	(1)
The Call to Action: Direct Mail Premiums to Get Inquiries and Orders	129	(1)
Other Promotional Offers for Direct Mailings	130	(1)
Self-Mailer Formats: Brochures, #10 Mailers and Four-Color Postcards	131	(1)
Self-Mailing Postcards	132	(1)
Direct Mail Testing: Reducing Marketing Risk and Expense in Your Company's Direct Mail Projects	133	(30)
What You Can Test	134	(3)
Typical Mailing Tests	134	(1)
When to Test	135	(1)
Deciding What to Test	135	(1)
Your Testing Benchmarks	136	(1)
Testing Sample Sizes: How Small is Too Small and How Big is Too Big?	137	(5)
Minimum List Sample Size	137	(1)
Finding List Sample Sizes: The ``Statistics Professor'' Method	138	(1)
The ``Real World'' Sampling Method	138	(2)
List-Testing and Sampling: A Typical Example	140	(2)
Planning Your Direct Mail Test Program	142	(2)
Selecting Mailing Lists to Test	142	(1)
``Nth-Name'' Mailing List Selection	143	(1)
Testing Direct Mail Packages	143	(1)
Testing Different Promotional Offers	144	(1)
Preparing Your Direct Mail Test	144	(12)
Create a Test Panel Matrix	144	(1)
Key-Coding Your Direct Mail Pieces	145	(1)
Developing a Key Code System for Your Mailings	146	(1)
Where to Print Key Codes	147	(1)
Developing Procedures for Collecting and Reporting Key Codes	148	(1)
Developing a ``Response Curve'' for Your Mailings	148	(3)
Analyzing Results of Your Test Mailings	151	(3)
Direct Mail Troubleshooting: What To Do If Your Test Mailings Fail	154	(2)
Testing is a Continuous Process: Test Always, and Test Often	156	(1)
Rolling Out: Scaling Up Your Mailings After Your Direct Mail Tests	156	(3)
Scaling Up: Determining Your Range of Response to a Mailing	157	(1)
Test Mailing Rollouts: How Many Pieces to Mail Next?	157	(2)
Extending Your Direct Mail Program: Timing and Execution	159	(4)
Direct Mail Execution: Creating, Developing, and Executing Successful Direct Mail Projects	163	(30)
Putting Direct Mail to Work: A Mailing for Most Every Marketing Situation	163	(5)
Marketing Situation #1: Mailings to Rented Mailing Lists	164	(4)
Marketing Situation #2: Tactical Mailings for Sales Promotions	168	(1)
New Product Announcements, and Other ``Targets of Opportunity''	168	(9)
Marketing Situation #3: Inquiry-Generation Postcard Decks	169	(5)
Marketing Situation #4: The Sales Rep's Sales Kit	174	(1)
Marketing Situation #5: Sales Inquiry Bounceback Package	175	(2)
Executing Your Company's Direct Mail Projects	177	(6)
Step 1: Mailing List Selection	178	(1)
Internal Mailing Lists	178	(2)
External Mailings: List Execution for Rented Mailing Lists	180	(2)
Step 2: Direct Mail Package Design, Copy and Production	182	(1)
Direct Mail Package Development for New Mailings	183	(1)
Direct Mail Production: Timing and Mechanics	184	(9)
Step 1: Sketch out Requirements and Sales Copy Points	184	(1)
Step 2: Direct Mail Package Copy, Development and Production	185	(1)
The Proofing Cycle	185	(2)
Step 3: The Print Production Process	187	(1)
Step 4: Lettershop and Mailing	188	(2)
Mailing List Processing	190	(3)
Advertising: Planning & Execution: Making Trade Print Advertising Pay Off in Your Company's Marketing Program	193	(30)
The Trouble with Advertising	193	(4)
Should Your Company Be Advertising at All?	194	(2)
Key Elements of Your Company's Print Advertising Program	196	(1)
Your Advertising Program's Goals	196	(1)
Planning Your Company's Print Advertising Programs	197	(2)
The Advertising Layout, or Deliverable	197	(1)
The Goal of Your Print Display Ad: Direct Sales vs. Lead Generation	198	(1)
Consider Your Lead-Generation Options	198	(1)
Always Test Every New Advertising Program	199	(1)
Whenever You Run an Ad, Track It	200	(1)
Ad Size: What's Best for Your Advertising Program?	200	(5)
The Full-Page Ad Myth	203	(1)
Don't Run a Full Page Ad When a Smaller Size Will Do	204	(1)
Sales vs. Inquiries from the Ad: Best Fractional Ad Sizes	204	(1)
Publication (Trade Media) Choices: Where to Advertise?	205	(5)
Trade Media Placement in Your Industry: Usually, Two Publications Rule	205	(1)
Standard Rate & Data Service (SRDS)	205	(1)
How to Select Publications	206	(2)
Media Kits and Sample Issues	208	(2)
Frequency: How Often Should We Advertise?	210	(1)
Other Advertising Planning Issues: Ad Scheduling, Positioning and Tracking Response	211	(4)
Your Advertising Schedule	211	(1)
Display Advertising Positioning	212	(1)
Getting the Best Ad Position in a Publication	213	(1)
Publication Editorial Schedules	214	(1)
Tracking Your Ad Placement Schedule	215	(1)
Planning and Executing a New Print Advertising Campaign: Overview of Key Elements	215	(8)
Advertising Creative Development and Production	216	(1)
Step 1---Your De-Brief to the Agency	216	(1)
Step 2---The Ad Agency Presentation	216	(4)
Step 3---Final Ad Production	220	(1)
Step 4---Space Reservations and Ad Submissions	220	(1)
Ad Materials Submission	221	(1)
Electronic Proofs of Your Advertising	222	(1)
Web Site Planning & Design: Planning Your Company's Internet Strategy	223	(22)
The Marketing Manager's Role in a Company's Internet Strategy	224	(2)
The Internet Extends a Company's Real-World Sales and Marketing Activities	224	(1)
How Your Company Can Use the Internet	225	(1)
Your Prospects and Customers Will Find Your Company on the Internet---Whether You Like It Or Not	226	(1)
The Web Spectrum: Types of Web Sites	226	(3)
What Should Your Company's Web Site Do?	228	(1)
Your Company's Web Site: Web Design and Production for Marketing Managers	229	(3)
A Web Site's Three Most Important Functions	229	(2)
Characteristics of First-Rate Business Web Sites	231	(1)
Web Development Ground Rules: A Basic Design Template for Success	232	(1)
Basic Web Design, Layout and Production Techniques for Marketing Managers	232	(7)
Your Two Best Web Development Tools: Pencil and Paper	234	(1)
Creating a Rough Draft of a Web Site Layout	234	(2)
Left-Hand Sidebar Layout: A ``Standard'' Site Template for the Web	236	(1)
The ``Information Hole''	236	(2)
Your Web Site's Home Page	238	(1)
What's Your Key Selling Objective?	238	(1)
How to Lead Off Your Home Page	239	(4)
Online Product Catalog/Direct-Order Web Site	239	(1)
Service, or Information-Based, Web Site	240	(1)
Other Important Link Options for Information and Service-Based Sites	241	(1)
Industrial or Manufacturing Web Site (High Ticket, Long Selling Cycle)	241	(1)
Software, Systems, or High-Tech Product Web Site	242	(1)
Making Home Page Lead Sales Content Choices: An Overview	243	(2)
When All Else Fails, Lead With Your ``Elevator Pitch''	244	(1)
Web Site Execution & Launch: Rapid Prototyping, Skilled Execution, and Smooth Launches of Web Site Projects	245	(32)
Get a Prototype of Your Web Site Up, as Fast as You Can	245	(4)
Once Your Web Prototype is Up and Running, Push its Development Through to the Final Version	246	(3)
Start Testing Your Web Site Early in the Development Process	249	(1)
Web Site Design Basics	249	(5)
Web Site Design Tips for Non-Designers	250	(3)
Trust Your Web Design and Production Team	253	(1)
Your Web Site's Multimedia Options: Video, Audio and Flash Web Video	254	(9)
Examples of Web Site Video Applications	254	(1)
Web Video Content: All You Need is Simple Presentation, and a Great Script	255	(2)
Which Comes First, the Video, or the Script?	257	(1)
Web Video Production: The Video Track	257	(1)
When Thinking Web Video, Think: ``Slide Show''	258	(3)
What About Flash?	261	(2)
Audio on Your Web Site	263	(1)
Establishing Connections with Your Web Site's Visitors: Your Site's E-Mail Newsletter	263	(4)
Topics and Content for Your Company's E-Mail Newsletter	264	(2)
Implementing an E-Mail Newsletter on Your Company's Web Site	266	(1)
CGI Scripting and Your Company's Web Site: What Marketing Managers Should Know	267	(5)
Using ``Cookies'' on Your Company's Web Site	268	(2)
Adobe Acrobat .PDF Files	270	(1)
Selecting Printed Marketing Materials for Use as Adobe Acrobat .PDF Files on Your Web Site	270	(2)
The Final Step: Testing, Staging, and Launching Your Company's Web Site	272	(4)
What to Test	273	(1)
Do-It-Yourself Web Site Testing	273	(1)
How---and What---to Test	274	(2)
Flipping the Switch: Bringing Your Company's Web Site ``Live'' on the Internet	276	(1)
Internet Research & Execution: Using the Internet as a Sales Prospecting, Research, and Production Tool	277	(22)
Using the Internet for Research	277	(2)
What You Can Find on the Internet---and How to Find It	278	(1)
Google: The Go-To Site for any Internet Research Task	279	(5)
Keyword Searching on Google	280	(1)
How to Develop Keywords for Your Google Search	280	(1)
Step 1: Ask a Question	280	(1)
Step 2: Enter the Question, or Find and Enter Just Keywords	281	(1)
Step 3: ``Reading'' Your Keyword Search Results	282	(1)
The Two-Page Rule: If It's Not on the First Two Pages of Your Google Search, Search Again	283	(1)
Step 4: Search and Learn, and Then Search Again	283	(1)
Start General, Then Go Specific	283	(1)
Internet Newsgroup Searching	284	(4)
Benefits of Searching Internet Discussion Newsgroups	285	(1)
Newsgroup Search Examples	286	(1)
Using Google to Search Newsgroups	287	(1)
Reading Newsgroup Threads in Google	287	(1)
WHOIS: The Salesman's (and Marketer's) Best Friend	288	(2)
The Internet as a Marketing Execution Tool	290	(2)
Advantages of the Internet for Marketing Execution	290	(2)
Using the Internet as a Tool for Executing Common Marketing Projects	292	(7)
Keep it Digital---Until it Meets a Printing Press	292	(1)
Electronic Advertising Transmission and Submission	293	(3)
Internet File Transmission Options	296	(3)
Trade Show Marketing: Making a Success of Your Company's Trade Show Opportunities	299	(34)
Trade Shows: Where Markets Come Alive	299	(1)
Locating the Best Trade Shows in Your Market	300	(3)
Trade Show Timing and Planning	301	(1)
Evaluating Trade Show Opportunities	302	(1)
Selecting a Trade Show Booth: Location and Size	303	(4)
Choosing the Best Trade Show Booth Location	303	(1)
Selecting Your Booth Size	304	(1)
Getting Your Company Into the Show	305	(2)
Trade Show Booth Options	307	(12)
Trade Show Booth Backdrop	307	(2)
How Show Attendees Wander a Trade Show---and How to Get Them to Your Booth	309	(1)
Producing Your Company's Trade Show Backdrop Design	310	(2)
Small Booth Aisle Signs	312	(4)
Trade Show Sales Video on a Flat-Panel Display	316	(3)
Trade Show Pre-Marketing: What to Do Before the Show	319	(7)
Trade Show Postcard Mailings	319	(4)
E-Mailing Show Announcements/Invitations to Existing Sales Prospects Advertising in Trade Show Dailies	323	(1)
Printed Marketing Collateral for Trade Shows	324	(1)
Trade Show Premiums and Drawings	324	(2)
Trade Show Logistics	326	(4)
Getting Your Booth and Materials to the Show	326	(2)
Booth Setup Day	328	(1)
Major Trade Show Emergencies	329	(1)
The Show Begins: How to Work a Trade Show	330	(3)
When the Show Ends	331	(2)
Public Relations: Using Trade and Business Media to Generate Inquiries and Sales in Your Marketing Program	333	(34)
Public Relations Serves Marketing, But By Itself, Public Relations is Not Marketing	333	(3)
Benefits of PR and Media Management	334	(1)
How Trade and Industry News Is Made	335	(1)
How to Use PR in Your Marketing Program	336	(5)
First Principles of Successful Public Relations in Your Company	336	(1)
Think of the Person Who Will Be Reading Your Press Release	337	(1)
Will Your News Contribute to Sales? Deciding What Makes News in Your Company	338	(1)
Major News Events	339	(1)
Secondary News Events	339	(1)
News that Doesn't Lead to Sales	340	(1)
How to Write a Press Release (or Manage Those Who Do)	341	(9)
Turning Your Company News Into a Press Release	341	(1)
Think Like an Editor	341	(3)
Answer the Big Questions	344	(2)
Press Release Lead Paragraph	346	(3)
Filling In the Details: The Body of Your Press Release	349	(1)
Writing Style Tips for Press Releases	350	(3)
Writing Your Press Release Headline	351	(1)
Other Press Release Elements	352	(1)
Developing Media Contact Lists	353	(4)
Your Media Contact List	353	(1)
Compiling Your Company's Media Contact Lists	354	(1)
Establishing Top Trade Media Contacts	355	(1)
Establishing Contacts in General Business Media	356	(1)
Fitting Your News to the Size of the Story: Types of PR Announcements	357	(10)
Execution of Your Company's PR Program	359	(1)
Countdown to a News Announcement: Execution Steps for Public Relations Projects	359	(8)
Video & Multimedia: Using the Power of Spoken Words and Moving Images to Sell Your Company's Products	367	(22)
Typical Video and Multimedia Applications	367	(4)
High-End Vs. ``Industrial'' Video Projects	369	(1)
The Desktop Video Revolution	370	(1)
The Video Producer	371	(2)
How to Evaluate the Producer's Demo Reel	371	(1)
How to be Your Own Executive Producer	372	(1)
Decide on Your Video Project's Application and Goals	373	(3)
Trade Show Booth Videos	373	(1)
Sales Videos	373	(1)
Video News Releases	374	(2)
Writing The Script: What Marketing Managers Should Know	376	(4)
What to Look for in a Video Script	377	(2)
Basic Sales Video Script Structure	379	(1)
Your Video Production Checklist: Executing Video Projects	380	(9)
Basic Elements of a Video Project	381	(5)
The Final Edit: Working with a Video Producer	386	(3)
Start-Ups • Product Launches • Marketing Turnarounds
Start-Up Marketing: Marketing for Start-Ups, New Product Launches, and New Markets	389	(22)
Riding the Tiger	389	(4)
Markets Turn on a Dime in Every Start-Up or New Product Launch--So Be Ready	390	(1)
Marketing in Start-Ups and New Product Launches Means Continuous Testing	390	(2)
The Federal Express Story: Fast Response and Marketing Execution Saves the Day	392	(1)
Start-Up and New Product Marketing: The Important Thing is Knowing What You Don't Know	393	(3)
Marketing Assumptions Used for a Start-Up's Financial Projections	394	(1)
Estimating Market Response Before Market-Testing Your Product	394	(2)
Step 1: Market Gap Analysis	396	(1)
Step 2: General Market Assessment Checklist	397	(1)
Start-Up Marketing Manager's Analysis and Action Plan	398	(13)
General Issues:	398	(2)
Background Research and Action Items:	400	(1)
Marketing Deliverables	401	(1)
Development of Rough Marketing Deliverables for Market Testing	402	(2)
Market Testing	404	(2)
Targets of Opportunity	406	(5)
Start-Up Testing & Launch: Market Testing and Response For Start-Ups and New Product Launches	411	(30)
Two Stages to the Testing Process for Start-Ups and New Product Launches: Informal and Formal Tests	413	(1)
First Principles: There Is No Such Thing as Failure, Only Failure to Test	413	(1)
The ``Informal'' Market Test: The First Step in Testing Marketing Deliverables and Sales Copy for Your Start-Up or New Product Launch	414	(6)
Step 1: Finding Respondents for Your Start-Up's Informal Market Test	415	(1)
Step 2: Preparing Marketing Deliverables for Your Informal Test	416	(1)
Step 3: Executing the Informal Market Test	417	(2)
Step 4: Assessing the Results of Your Informal Market Test, and Adapting Your Marketing Deliverables and Marketing Plan	419	(1)
The ``Live'' Market Test (or, the First Stage of Your New Product Launch)	420	(5)
Execution of Your Start-up's ``Live'' Market Test	423	(1)
Open for Business: Executing Your Start-Up's First Market Test	424	(1)
Tools of the Trade: Elements of Your Start-Up's Initial Test Marketing Program	425	(8)
Direct Mail	425	(2)
Sales Force Support	427	(1)
Your Start-Up's Web Site	428	(1)
Trade Shows	429	(1)
Print Display Advertising	430	(1)
Factors Influencing Your Market Testing Decisions	431	(2)
Market Testing Tools: How to Select the Right Marketing Tools to Use in Your Initial Market Test	433	(4)
Trade Shows	433	(1)
Sales Force Marketing Support	434	(2)
Direct Mail-Only Market Testing	436	(1)
Print Advertising	436	(1)
Executing Your Test and Tracking Results	437	(3)
Tracking Results	438	(1)
Listen Closely to ``Anecdotal'' Results During Your Test	439	(1)
The Marketing Report Card: Assessing The Final Result of Your Start-Up's Initial Market Test	440	(1)
Start-Up Turnarounds: When Your Marketing Program Hits the Wall: Troubleshooting and Correcting Poor Sales Response	441	(32)
Landing in the Grey Middle	441	(4)
There's Always Something You Can Do	442	(3)
What Went Right? Examining Where Marketing Projects Go Wrong: Common Causes of Poor Marketing Response	445	(3)
Marketing-Related Problems	445	(1)
Copy and Deliverable Problems	445	(3)
Market and Prospect Selection	448	(8)
Direct Mail	448	(2)
Sales Support	450	(2)
Print Advertising	452	(1)
Clarity	453	(1)
Boldness	454	(2)
Marketing Execution	456	(3)
Solving Execution Problems	458	(1)
Product-Related Problems	459	(6)
More and Better Marketing Skill Will Never Save a Bad Product	460	(1)
How to Get Product Feedback	460	(1)
Common Product-Related Causes of Poor Market Response	461	(2)
Crisis Marketing: Taking Action When the Product is Ahead of Its Time	463	(1)
Saving a Product That is Ahead of its Time	464	(1)
Common Changes to Marketing Strategy and Deliverables When a Product is Retooled	465	(1)
Distribution and Market Size Problems	465	(7)
Common Distributor Problems	466	(1)
Solving Distributor Problems	467	(1)
Sales Meetings	467	(1)
Adding and Improving Distributor Sales and Marketing Deliverables	468	(2)
Greater Involvement, Training and Communication Improve Distributor Sales Performance	470	(1)
Uncontrollable Factors Revealed by Your Test	470	(2)
Action is the Cure for Adverse Market Conditions	472	(1)
Appendix	473	(3)
Index	476	(12)
About The Author	488