Contents at a Glance
I Understand the Marketing Round and Develop Your Strategy
3 Understand Stakeholders and the Competitive Landscape
II Four Marketing Round Approaches
4 Marketing: Tools, Tactics, Sequencing, and Timing
8 When to Deploy Flanking Techniques
III Measurement, Refinement, and Improvement
10 Plan the Entire Tactical Effort
11 Measure Results to Dollars and Cents
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