TABLE OF CONTENTS
The first 6 chapters of the series are built one on top of one another.
Chapter 1. Develop the Plan
We start by exploring strategic planning, which tells you what to do and what not to do.Chapter 2. Create the Brand
We then discuss how to ensure you have a healthy brand ready to go to market.Chapter 3. Connect with Consumers
At that point we outline how to begin the process of engagement with consumers.Chapter 4. Cultivate Consumers
Then we cover how to develop those consumers until they are ready to become buyers.Chapter 5. Convert Consumers
The next step is how to turn prospects into customers.Chapter 6. Maximize Lifetime Value
This is followed by how to keep customers and turn them into advocates.
The next four chapters are about the mechanics of building an integrated marketing system and culture.
Chapter 7. Build the System
This chapter outlines the mechanics of how to construct a marketing system.Chapter 8. Operate the System
We then outline how to make it run efficiently and effectively.Chapter 9. Make a Marketing Culture
We discuss the steps you should take to get your company culture to support a consumer orientation.Chapter 10. Marketing Tech
Finally, we show you how to make smart decisions about all the technology that will make everything work.