Table of Contents
5 Foreword
9 Who is this Book For?
13 The Backstory
21 Gathering the Information
23 Your Basic Strategy
33 How to Conduct an Interview
37 Got Marketing??
45 "Not a thing, but a way"
65 The Customers a View from the Top Down
69 The Sales Channel
79 Intermezzo -- Customer Reach vs. Content in the Sales Channel
91 Great Marketing Themes
93 Knowing the Customer
99 Knowing the Competition
103 Segmenting the Market
113 Differentiation
123 Positioning
129 Branding
161 Pricing
171 Defining a Complete Product
183 The 6 Big-M Marketing Functions
185 Making the Market
191 Implementing the 6 Big-M Functions within the Company
193 Intermezzo II Color of Money
199 Tactical Marketing -- Making the Market
207 Product Marketing -- Driving the Products
219 Technical Marketing -- Working the Technical Community
223 Promotional Marketing -- Creating a Buzz
243 Strategic Marketing -- Developing Strategies
249 Customer Service & Order Entry
275 Working the Web Harder
277 The Two Faces of Publications
283 A Web Taxonomy
287 Company Websites
293 The MySQL Community
299 Conclusions
