Chapter 18


Specialty Market Case Study: Automotive Aftermarket 


“You can use tried-and-true marketing tactics like showing off your work to car owners at neighborhood cruise-ins but the main thing is to go after the business.”


Chapter 19


Specialty Market Case Study: Sports Team Sponsorships Rewards and Regrets


“The marketing essence of sponsorships--whether you put your money into race teams or the PTA bake sale--is the endorsement value that the investment gives you.”


Chapter 20


Business To Business Marketing - Beyond the Price Sheet


“You should market to other companies much the same way you market to consumers: with a combination of advertising and personal selling.”