INTRODUCTION -- explains the basics of marketing from the perspective of the organizing industry:

• what marketing is and isn't
• how to have a planned approach to marketing
• basic marketing concepts
• the four P's of marketing

CHAPTER 1: PRODUCT -- takes a look at the products and services you will provide to clients through your business and provides forms for tracking the information you gather:

• understanding the features and benefits you offer
• recognizing and defining your target market
• how to do effective market research
• how market demographics affect your company
• ways to match your products and services to your clients' needs
• where to find information about your market

CHAPTER 2: POSITION -- explains what positioning is, why it is the key to your marketing strategy, and exercises to help you define and improve your company's position:

• 7 specific positioning strategies you can use
• writing your mission statement
• creating a memorable business identity
• consistency in your marketing message
• your message, slogan, logo, and graphics
• writing an effective tagline
• developing your thirty-second "audio logo"
• projecting the right image to clients
• dressing for success
• public appearances and TV tips

CHAPTER 3: PRICE -- explains why your pricing strategy is actually a marketing issue and leads you through several exercises to position yourself competitively with respect to price:

• determining what your pricing strategy actually is
• a reasonable level of compensation
• pricing in line with marketplace expectations
• billable versus non-billable hours
• some different pricing structure options
• offering discounts
• value-added services
• setting your hourly rate and annual salary

CHAPTER 4: PROMOTION -- outlines the variety marketing tools you can use in your business, discusses the pros and cons of each, and leads you through some exercises to determine which methods will be the most effective for your company:

• your biography and portfolio
• advertising and the A.I.D.A. principle
• press releases and publicity
• sponsorship
• sales promotion
• trade shows and expos
• direct marketing
• internet marketing
• community involvement
• radio, TV, magazines, and newspapers
• sharing content
• Yellow Pages
• outdoor advertising
• setting up a promotional calendar for the year

CHAPTER 5: E-COMMERCE -- explains how marketing and sales on the web work and leads you through some exercises for developing an e-commerce plan:

• a five-step process for setting up a basic website
• developing a web presence
• creating an "instant brochure"
• understanding copyright law on the web
• developing content for your site
• key elements of a successful website
• types of pages to have
• using counters
• directing traffic to your website
• setting up your email system

CONCLUSION -- provides a summary of the items you need to consider when developing your marketing plan:

• setting S.M.A.R.T marketing goals
• looking at both short-term and long-term objectives
• developing a marketing plan
• media allocation

APPENDICES -- provides some additional resources to help you in developing your marketing plan:

• list of promotional holidays
• suggestions for other possible promotions
• complete sample marketing plan