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The Secrets of Success in Marketing
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Table of Contents

About the author

Introduction

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?


Index

About the Author

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.

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