Introduction and overview -- Milestone one: How well do you know yourself and your customers? -- Are you ready? business vision & the entrepreneur -- Developing a customer profile -- Determining customer lifetime value -- Milestone two: Research on an entrepreneur's budget -- Turning data into knowledge -- Primary research: surveys get you to the source -- Improving the reliability of your data -- Milestone three: Looking outward then in -- Secondary research: what's happening in your world? -- Everybody's got options: competition, substitutes & inertia -- What are you really good at doing? -- Milestone four: seize the opportunities -- Identifying partnership strategies -- Breaking new ground -- Milestone five: pick your tools: the marketing mix -- Building a brand: perception is reality -- Marketing in action -- The power of the web -- Milestone six: Why entrepreneurs must know how to sell -- Personal selling skills -- Networking -- Elevator pitches -- Milestone seven: Relationship management -- The sales process: tips and strategies for success -- Managing your sales cycle -- Milestone eight: Turning your business vision into reality -- Laying a foundation: your marketing plan -- Passion as a strategy -- Conclusion: execute, execute, execute -- About the author

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