Title Details

Ian Portsmouth is the Assistant Editor of PROFIT, The Magazine for Canadian Entrepreneurs. He specializes in coverage of marketing and technology issues for growing businesses, and has received a National Magazine Award nomination for business writing.

Chapter 1: Breakthrough Marketing
Introduction
Great Moments in Marketing by Bruce Livesey
Award-winning entrepreneurs reveal their most important marketing moves
Breakin' All the Rules by Diane Luckow
Daring marketing strategies of PROFIT 100 winners
New and Improved: Red-L's Marketing Makeover by Brian Hutchinson
An Alberta company's bold marketing turnaround

Chapter 2: Marketing 101-Research and Reap
Introduction
Who Needs a Marketing Plan by Eric Gilboord
Ingredients of a winning marketing plan
Five Steps to Your Own Marketing Plan
Your Secret Weapon: Homework by Marlene Cartash
Marketing research tips and strategies
Keeping Tabs on the Competition by Carla Furlong
How to conduct competitive intelligence
The Seven Deadly Marketing Sins by Michael Crawford
Experts reveal the wost sins in seven different marketing disciplines

Chapter 3: How to Get Ahead With Advertising
Introduction
Ads that Sizzle, Ads that Sell by David Mezies
Ad creators explain the motives behind their award-winning ads
Dare to Compare by Deborah Rowe
The do's and don't's of comparative advertising
Slice, Dice and Move 'em Out by Michela Pasquali
Are infomercials right for you?
Sign of the Times by Cathy Hilborn
Advertise to win in the great outdoors
Buckley's Bad Taste Proves Good Business by Camilla Cornell
The story behind Buckley's cough syrup ad campaign

Chapter 4: Customer Service-Winning With Wow!
Introduction
Delivering Wow!
Cleaning Up With Customer Service by Catherine Callaghan
Customer-focussed marketing puts JPL a cut above
Service With More than a Smile by Marlene Cartash
Why PROFIT 100 winners put the customer first

Chapter 5: Sales-Lean, Mean Sales Machines
Introduction
Hot Sales in a Cold World by Jennifer Low
The art of "customer-focussed" selling
Cold Comfort by Diane Luckow
Secrets of successful telephone sales
Building the Perfect Salesforce by Michael Crawford
How to create your sales "dream team"

Chapter 6: Packaging-The Silent Salesperson
Introduction
Anatomy of a Makeover by Alexa Nursey
Step-by-step redesign of the Mott's Clamato package
Packages With Punch by Marlene Cartash
How award-winning designers put the pop in packaging

Chapter 7: Retail Marketing-Retail Renegades
Introduction
Catch a Falling Store by Marlene Cartash
How four retailers fought the recession— and won
Retail Report Card by Victoria Curran
Mystery shopping mission reveals the best and worst in retail service
Bay Boy Makes Good by Jennifer Myers
The method in Bad Boy Furniture's marketing madness

Chapter 8: Direct Marketing
Introduction
Selling By the Letter by Cathy Hilborn
How to win customers with direct mail
Better Selling Through Technology by Diane Luckow
Boost your business with database marketing
Operators are Standing By by Laura Pratt
Savvy entrepreneurs cash in on the telemarketing boom

Chapter 9: Price, Promotion, and PR
Introduction
The Three PRs
From Browsers to Buyers by Camilla Cornell
The art of in-store promotions
Sponsorship on a Shoestring by John Southerst
The benefits of corporate sponsorship
Keep 'Em Coming Back by Debra Gould
The ingredients of effective frequent-buyer programs
The Price Is...Wrong by Donna Green
How to avoid the five classic pricing mistakes
Ready, Set, Expertise by Ian Edwards
Become a pundit for profit
Getting Good Press: The Secrets of Profitable PR by Rick Spence
Make the media your low-cost marketing machine

Chapter 10: Distribution-Delivering the Goods
Introduction
A Good Distributor Stretches Your Marketing Reach by Bruce Livesey
How distributors can boost sales
May the Salesforce Be With You by Pam Withers
Chancery Software rides its dealers network to new heights
Dirty Work at the Corner Store by Richard Wright
The unwritten rules of retail distribution
Softkey Software: Distribution Dynamo by Rick Spence
A PROFIT 100 winner's innovative distribution strategy

Afterword
How to Boost Sales 50% by Marlene Cartash
Push up your sales with these expert marketing tips