* The Greatest Misconception About Service *
Marketing *
A World On Hold *
The Lake Wobegon Effect : Overestimating Yourself *
Those Cartoons Aren't Funny *
Let Your Clients Set Your Standards *
Bad News : You Are Competing With Walt Disney *
The Butterfly Effect *
A Butterfly Named Roger *
To Err Is An Opportunity *
The Ad-Writing Acid Test *
The Crash Of Delta Flight 1985-95 *
Getting Better Vs. Getting Different *
The First Rule Of Marketing Planning *
The Possible Service
2. Surveying And Research : Even Your Best Friends Won't Tell
You
* Even Your Best Friends Won't Tell You *
But They Will Talk Behind Your Back *
Why Survey? *
The Letterman Principle *
Frankly Speaking : Survey By Phone *
The One Question You Should Never Ask *
Focus Groups Don't
3. Marketing Is Not A Department
* Marketing Is Not A Department *
Marketing Myopia *
Tunnel Vision *
Start With You And Your Employees *
What Color Is Your Company's Parachute? *
What Are You Really Selling? *
One Thing Most Experts Don't Know *
Who Is Your Client? *
With Whom Are You Really Competing? *
Hit' Em Where They Ain't *
The Adapter's Edge *
Study Your Points Of Contact *
Life Is Like High School *
Voted Best Personality
4. Planning : The Eighteen Fallacies
* Fallacy : You Can Know What's Ahead * Fallacy : You Can Know What You Want
* Fallacy : Strategy Is King * Fallacy : Build A Better Mousetrap * Fallacy : There'll Be
A Perfect Time (The Bedrock Fallacy) * Fallacy : Patience Is A Virtue (The Shark Rule)
* Fallacy : Think Smart (The Crab Concept) *
The Fallacy Of Science And Data *
The Fallacy Of Focus Groups *
The Fallacy Of Memory *
The Fallacy Of Experience *
The Fallacy Of Confidence * Fallacy : Perfection Is Perfection * Fallacy : Failure Is Failure
*
The Fallacy Of Expertise *
The Fallacy Of Authority *
The Fallacy Of Common Sense *
The Fallacy Of Fate
5. Anchors, Warts, And American Express : How Prospects Think
* Yeah, But I Like It *
How Prospects Decide : Choosing The Familiar *
How Prospects Decide : Using The Most Recent Data *
How Prospects Decide : Choosing "Good Enough" *
The Anchoring Principle *
Last Impressions Last
Risky Business *
You Have Nothing To Fear But Your Client's *
Fear Itself *
Show Your Warts *
Business Is In The Details
6. The More You Say, The Less People Hear : Positioning And
Focus
* Fanatical Focus *
The Fear Of Positioning *
Lesser Logic *
Halo Effects *
No Two Services Are The Same *
Position Is A Passive Noun, Not An Active
Verb *
Creating Your Positioning Statement *
Creating Your Position Statement *
How To Narrow The Gap Between Your Position And Your Positioning Statement *
If That Isn't Our Positioning Statement,
What Is It? *
Repositioning Your Competitors *
Positioning A Small Service * Focus : What Sears May Have Learned *
Focus And The Clinton Campaign *
When The Banker's Eyes Blurred : Citicorp's Slip *
What Else Positions And Focus Can Do For You
7. Ugly Cats, Boat Shoes, And Overpriced Jewelry :
Pricing
* Ugly Cats, Boat Shoes, And Overpriced Jewelry : The Sheer Illogic Of Pricing
*
Pricing : The Resistance Principle *
Avoiding The Deadly Middle *
The Low-Cost Trap * Pricing : A Lesson From Picasso *
The Carpenter Corollary To The Picasso Principle *
Value Is Not A Position
8. Monogram Your Shirts, Not Your Company : Naming And
Branding
* Monogram Your Shirts, Not Your Company *
Don't Make Me Laugh
To Stand Out, Stand Out *
Tell Me Something I Don't Know *
Distinctive Position, Distinctive Name *
What's In A Name? * Names : The Information-Per-Inch Test *
The Cleverness Of Federal Express *
The Brand Rush *
Aren't Brands Dying? *
The Warranty Of A Brand *
The Heart Of A Brand *
What Brands Do For Sales *
Stand By Your Brand *
The Four-Hundred-Grand Brand *
Brands In A Microwave World *
Brands And The Power Of The Unusual *
Brands And The Baby-Sitter
9. How To Save $500,000 : Communicating And Selling
* Communicating : A Preface *
Fran Lebowitz And Your Greatest Competitor *
The Cocktail Party Phenomenon *
The Grocery List Problem *
Give Me One Good Reason *
Your Favorite Songs *
One Story Beats A Dozen Adjectives *
Attack The Stereotype *
Don't Say It, Prove It *
Build Your Case *
Tricks Are For Kids *
The Joke's On You *
Being Great Vs. Being Good *
Superiority *
The Clout Of Reverse Hype *
The First Banks Lesson : People Hear What They See *
Make The Invisible Visible *
The Orange Test *
Our Eyes Have It : The Lessons Of Chicago's Restaurants *
How To Save Half A Million *
The Hearsay Rule *
Metaphorically Speaking : The Black Hole Phenomenon *
The Generative Power Of Words : The Gettysburg Address *
A Robe Is Not A Robe *
Balderdash *
Improve The Silence *
What's Your Point? * The Vividness Effect *
Vivid Words *
The Value Of Publicity * Advertising Is Publicity *
Advertising Begets Publicity *
The Essence Of Publicity *
Inspiration From William F. Buckley *
Focus On Buying, Not Selling *
The Most Compelling Selling Message * What Blank Eyes Mean * Presenting First Rule : Imitate Dick *
Mission Statements *
What A Mission Statement Must Be-And Must Have *
When To Can A Mission Statement *
What Really Sells
10 . Holding On To What You've Got : Nurturing And Keeping
Clients
* Relationship Accounting *
The Day After-Why Getting The Business Can *
Be The First Step In Losing It *
Expectations, Satisfaction, And The Perils Of Hype *
Your Patrons Are Saints *
Thanks *
Where Have You Gone, Emily Post? *
Poised For A Fall *
Satisfaction And Services
11. Quick Fixes
* Manage The Tiny Things *
One Ring *
Speed *
Say P.M., Deliver A.M *
Note To Myself *
Shoot The Message, Not The Messenger : The
Fastest Way To Improve Your Sales Force *
Personal Investment *
The Collision Principle
12. Summing Up
* Recommended Reading For Service Marketers *
Acknowledgements
