The 5 Kick-Ass Strategies Every Business Needs

"Introduction - Why This Book was Written - The Purpose of this Book - There Are Five and Only Five Ways to Grow Your Business - Exponential Growth - Proven Winners Chapter 1: Defining Your Business - Core Competency - Specialization - A Market Perspective - The Mission Statement - The Strategic Business Plan - Sample Strategic Business Plan - Four Parts of Any Business - Marketing is the Voice of the Customer - The Role of Marketing - Getting Your House in Order - Work More Smart, Less Hard - Delegate - Next Stop: Review Marketing Principles Chapter 2: Understanding Marketing - The Four P's - Establish Your Image - Competing on Price - Because I Heard of It - Differentiating Your Product - Reason vs. Emotion - Humor Me - The Buying Process - Organizational Buying Habits vs. Consumer Buying Habits - Brand Loyalty - Market Motivation Chapter 3: The Strategic Marketing Plan - The Situation Analysis - The Sales Analysis - Identify Target Markets - The Market Share Matrix - Quintile Analysis and the Old ""80/20"" Rule - Demographics, Psychographics, and Benefits - The U.S. Grows Old - The Race Report - Psychographic Segmentation - Benefit Segmentation - Segmenting for the Next Twenty-five Years - The Competitive Analysis - The Environment Analysis - Situation Analysis Quiz - Situation Analysis Quiz Answers - Setting Sales Objectives Chapter 4: The 5 Kick-Ass Strategies - Buy Market Share - Hunt - Farm - New Products - Merge or Acquire Chapter 5: Kick-Ass Strategy #1: Buy Market Share - Hold a Sale - Five Reasons to Have a Sale - Incentives - Sampling - Guarantees and Warranties - Rebates - Credit Terms - Promotion - Mass Media Advertising - Making the Most of Media - Publicity and Public Relations - Direct Marketing - Setting Your Promotion Budget - War Games Chapter 6: Kick-Ass Strategy #2: Hunt - Personal Selling - Salespeople Need Love, Too - Anything For You, Precious - The Industry White Paper - Modern Marvels in Marketing - What's the Buzz? - Adapting to Change - Hunting Ahead of the Curve - Leading Economic Indicators - Testimonials Chapter 7: Kick-Ass Strategy #3: Farm - Suggestive Selling - Trade Up - Sell Complete Systems - Incentives - Rotation Farming - One-to-One Marketing - Selling Thin Air - Keeping the Customer Satisfied - The Care Quotient - Thank the Complainers - The Goal: Brand Loyalty - The Three R's Chapter 8: Kick-Ass Strategy #4: New Products  - The Product Life Cycle - How to Avoid the Decline - Risky Business - How to Get Good Ideas - Improvement, Modification or Innovation - Brainstorming - From Concept to Consumption - Introducing! - The Middle Majority Chapter 9: Kick-Ass Strategy #5: Merge or Acquire - Finding the Right Fit - The Screening Process - Target Companies - Discounted Cash Flow - Comparable Market Analysis - Make Or Buy Chapter 10: Managing Your Growth - The Transformation Process - Start With the Little Things - Long-Term Capacity Considerations - Capacity in a Service Business - Professional Service Firms - Office Space - The Holistic Workplace - Quality Counts - Six Sigma - Breaking Bottlenecks - Service Bottlenecks - Purchasing - Negotiating Chapter 11: Cash Is King - Dynamic Growth - Equity Financing - Raise Money in Stages - Debt Financing - Interest Rates - Collections - Present Value and Future Value - Return on Investment - New vs. Used - Rent vs. Buy Chapter 12: Managing Your Human Assets - The Personnel Department - Staff Organization - Hiring - Termination - Leadership - Motivation - Internal Marketing - Pass the Reins - Succession Planning - Should You Outsource HR? Chapter 13: Social Profit - Creating Social Profit - Trust Advertising - Exponential Growth Glossary of Terms"