Table of contents provided by Syndetics

• Foreword (p. xi)
• Preface (p. xiii)
• Part I The Principles: How to Do It (p. 1)
• Introduction: getting started (p. 3)
• 1 Marketing and mousetraps (p. 5)
• 2 Looking backwards to look forwards (p. 8)
• 3 Where are you going? The vision thing (p. 13)
• 4 The marketplace: clients' selection criteria (p. 19)
• 5 What are you and what do you do? How to establish your market positioning (p. 31)
• 6 Who wants you? How to define your target markets (p. 41)
• 7 Why should they bother? Developing sales propositions (p. 49)
• 8 How will they find out about you? Approach media (p. 54)
• 9 I think, therefore I plan: putting it all together (p. 70)
• 10 Words and pictures: it's what you say and the way you say it (p. 76)
• 11 Life's a pitch: getting the business (p. 87)
• 12 Resources: man and machine (p. 97)
• 13 Just hang on to what you've got: client care and retention (p. 107)
• 14 Deeper and wider: client development (p. 116)
• Part II The Practice: How It Is Done (p. 121)
• 20/20, UK (p. 123)
• Bravis International, Japan (p. 124)
• Citigate Lloyd Northover, UK (p. 126)
• Coley Porter Bell, UK (p. 129)
• Conran Design Group, UK (p. 131)
• Design Bridge, UK (p. 133)
• Elmwood, UK (p. 135)
• Enterprise IG, UK (p. 137)
• Event Communications, UK (p. 139)
• FutureBrand Benelux, The Netherlands (p. 141)
• IDEO, UK (p. 143)
• Imagination, UK (p. 144)
• Kinneir Dufort, UK (p. 146)
• Landor Associates, UK (p. 148)
• Lewis Moberly, UK (p. 150)
• Lothar Bohm, Germany (p. 152)
• Lumsden Design Partnership, UK (p. 154)
• Mildberry Brand Building Solutions, Russia (p. 156)
• Minale Tattersfield, UK (p. 159)
• Pineapple Design, Belgium (p. 162)
• seymourpowell, UK (p. 164)
• Summa, Spain (p. 165)
• syzygy, UK (p. 167)
• Tayburn, UK (p. 170)
• Team Creatif, France (p. 172)
• Part III The Private Views: How It Could Be Done Better (p. 175)
• Design and marketing bodies and associations (p. 177)
• Consultants and advisers (p. 181)
• Legal advisers (p. 185)
• Financial consultants (p. 187)
• Design management, brand and innovation consultants (p. 188)
• Journalists and writers (p. 192)
• University academics (p. 196)
• Digital asset management (p. 199)
• Selection agencies and directories (p. 200)
• Recruitment companies (p. 203)
• Telemarketing companies (p. 204)
• PR consultants (p. 206)
• Part IV The Priority: How Clients Would Like It to Be Done (p. 209)
• Index (p. 221)