The Complete Idiot's Guide to Target Marketing

Table of contents

1. Title Page
2. Dedication
3. Copyright Page
4. Introduction
5. Part 1 - Beginning the Journey
   1. Chapter 1 - Zeroing In: What Is Target Marketing?
   2. Chapter 2 - Why Should You Target Market?
   3. Chapter 3 - The Three Ws of Target Marketing
6. Part 2 - Components of Target Marketing
   1. Chapter 4 - Begin at the Beginning
   2. Chapter 5 - Market Research, Pure and Simple
   3. Chapter 6 - Cracking the Code
   4. Chapter 7 - What Makes Customers Tick?
   5. Chapter 8 - Closing In On a Target: Market Segmentation
   6. Chapter 9 - Pick Your Path: Target Marketing Strategies
7. Part 3 - The Whole Nine Yards
   1. Chapter 10 - Start the Ball Rolling
   2. Chapter 11 - Here, There, and Everywhere: Web Marketing 101
   3. Chapter 12 - Here, There, and Everywhere: Web Marketing 201
   4. Chapter 13 - It’s All About the Buzz
   5. Chapter 14 - The Power of the Pen
   6. Chapter 15 - Fear-Free Media
   7. Chapter 16 - The Different Faces of Advertising
   8. Chapter 17 - Tooting Your Own Horn
8. Part 4 - Actions Speak Louder Than Words
   1. Chapter 18 - Now You’ve Got Them—Keep Them!
   2. Chapter 19 - Link Into Your Customers with Database Marketing
   3. Chapter 20 - Making a Direct Connection
   4. Chapter 21 - Don’t Go It Alone
9. Appendix A - Glossary
10. Appendix B - Resources
11. Index