About the author
Part 1 Closer to your customers the true measure of success
Chapter 1 Get up close and personal with the precision of one-to-one marketing
Chapter 2 A lifetime together the true value of long-term customer relationships
Chapter 3 Community service a problem shared
Chapter 4 Put customers on your product development team
Chapter 5 Pass the parcel make it easier for customers to contact you
Part 2 It takes more than a product to succeed
Chapter 6 Piggyback on other brands
Chapter 7 Service charge is extra
Chapter 8 Sell the knowledge
Chapter 9 Risky business - pricing in challenging times
Part 3 Don't keep it secret - get the story across
Chapter 10 How to win friends and influence the influencers
Chapter 11 Trust me, I'm financially sound
Chapter 12 How many agencies does it take to change a prospect's mind?
Part 4 People matter the inside track to success
Chapter 13 Get everyone on board
Chapter 14 Expand your team without hiring
Chapter 15 Partnership - more power to your marketing elbow
Chapter 16 Measure for measure just what is marketing success?
Ian Linton has worked for clients such as Ford, Vauxhall, Barclays Bank, IBM, ICL, Cisco, HP, Dell, NEC, BP, Shell, PA Consulting, Ernst & Young, Office of the Deputy Prime Minister, as well as a wide range of small/medium organisations in the public sector and professional services. He also has strong writing credentials is the author of more than 20 published business books, mainly focused on continuing professional development in marketing and customer service.