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Published by:
Marketing Best Practices, Inc.
Author: H. David Frey
2507 W. Bay Area Blvd. Suite 1534
Webster, Texas 77598
Email: David@
All rights reserved. No part of this book may be reproduced or transmitted in any form by
any means, electronic or mechanical, including photocopying, recording or by any
information storage or retrieval system without written permission from the author,
except for the inclusion of brief quotations in a review.
Disclaimer
This manual is designed to provide information in regard to the subject matter covered. It
is sold with the understanding that the publisher and authors and advisers are not
rendering legal, accounting or other professional services.
It is not the purpose of this manual to reprint all the information that is otherwise
available to authors, printers and publisher but plement, amplify and supplement
other texts. For more information, see the references throughout the text.
Every effort has been made to make this manual plete and as accurate as possible.
However, there may be mistakes both typographical and in content. Therefore, this text
should be used only as a general guide and not as the ultimate source of publishing
information. Furthermore, this manual contains information only up to the printing date.
The authors, advisers and publisher shall have neither liability nor responsibility to any
person or entity with respect to any loss or damage caused or alleged to be caused
directly or indirectly by the information contained in this manual.
Copyright © 2003 by H. David Frey, Marketing Best Practices Inc.
First Edition.
Printed in the United States of America
ISBN 1-931740-57-7
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TABLE OF CONTENTS
Introduction
Chapter 1 — Your Seven-Step One-Day Marketing Plan 11
Chapter 2 — The Lifetime Value of Your Customer 17
Chapter 3 — Differentiate or Die: Your Unique Selling Proposition 20
Chapter 4 — The Five-Step For