Marketing Without Advertising

Your Marketing Companion

1. Advertising: The Last Choice in Marketing

• The Myth of Advertising’s Effectiveness
• Why Customers Lured by Ads Are Often Not Loyal
• Why Dependence on Advertising Is Harmful
• Advertisers: Poor Company to Keep
• Honest Ads
• Branding
• Listings: "Advertising" That Works

2. Personal Recommendations:

• The First Choice in Marketing
• Cost-Effectiveness
• Overcoming Established Buying Habits
• Basing Your Marketing Plan on Personal Recommendations
• When Not to Rely on Word of Mouth for Marketing

3. The Physical Appearance of Your Business

• Conform to Industry Norms
• Your Business’s Appearance
• Fantasy: A Growing Part of Retail Marketing
• The Test of Time

4. Pricing

• Easy-to-Understand Prices
• Complete Prices
• Giving Customers Choice About Price
• Internet Pricing

5. How You Treat the People Around You

• Tracking Reputations via the Grapevine
• How Employees Spread the Word
• Common Employee Complaints
• Handling Employee Complaints
• Finding Out What Employees Are Thinking
• Suppliers
• Business Friends and Acquaintances
• Individuals Who Spread Negative Word of Mouth About Your Business
• Your Behavior in Public

6. Openness: The Basis of Trust

• Financial Openness
• Physical Openness
• Openness in Management
• Openness With Information
• Openness With Ideas

7. Deciding How to Educate Potential Customers

• What Does Your Business Do?
• Defining the Domains in Which Your Business Operates
• Providing Information on Businesses in Established Fields
• Businesses in New or Obscure Fields
• Whom to Educate

8. How to Let Customers Know Your Business Is Excellent

• Tell Them Yourself
• Help Customers Judge for Themselves
• Giving Customers Authority for Your Claims

9. Helping Customers Find You

• Finding Your Business
• Convenience of Access
• Signs
• Telephone Accessibility
• Listing Your Services Creatively and Widely
• Getting Referrals From People in Related Fields
• Trade Shows and Conferences

10. Customer Recourse

• Elements of a Good Recourse Policy
• Designing a Good Recourse Policy
• Telling Customers About Your Recourse Policy
• Putting Your Recourse Policy in Writing

11. Marketing on the Internet

• Business Uses of the Internet: Demystified
• The Geographic Reach of the Internet
• What to Put on Your Site
• Designing an Internet Site
• Interactivity and Customer Screening
• How to Help People Find You Online
• International Marketing

12. Dynamic Interactive Marketing

• Beginning Architecture
• Attracting Customers
• The Look and Feel of Your Site
• Pricing
• eBay and Supplemental Outlet Sites
• Customer Education
• Customer Comments
• Security
• Podcasting
• Video Clips

13. Designing and Implementing Your Marketing Plan

• Your Marketing List: The "Who" of Your Marketing Plan
• How to Evaluate Your List
• Marketing Actions and Events: The "What" of Your Marketing Plan
• Direct Marketing Actions
• Parallel Marketing Actions
• Peer-Based Marketing Actions

14. Creating a Calendar of Events

• Marketing Calendar for an Interior Design Firm
• Marketing Calendar for Jerry and Jess’s New Chiropractic Clinic
• Marketing Calendar for Lolly & Criggles -- an eBay Children’s Boutique Clothing Website

Appendix

Index