Incluye índice.

Real estate practice: yesterday, today, and tomorrow -- Old assumptions-new realities -- Seller representation -- Buyer representation -- Consumer expectations -- The Internet: friend or foe? -- Meeting expectations in both hot and cold markets -- The impact of culture -- The law vs. expectations -- Part-time vs. full-time agents -- Relationship selling knows no geography -- Conclusion -- Understanding consumer products marketing -- Affirming the individual -- Changes in marketing in the last ten years -- Understanding target audiences -- Brand loyalty -- Know the consumer --Specialized vs. general marketing -- Qualifying your consumer niche -- Cross-merchandising -- Preselling -- Testing -- Internet advertising -- Conclusion -- Steps to niche marketing success -- Niche versus traditional farming -- Ms. McDonald buys the farm -- The new consumer -- The under-30 crowd -- Foreclosures -- We're in the people business -- Focus on the consumer, not the geography -- Using the Web -- Conclusion -- Steps to niche marketing success -- Identifying your niche -- Senior citizens -- Immigrants -- Nationality -- Gender -- Single women heads of households -- Political groups -- Professional niches -- Spiritual -- Sexuality -- Military relocation -- International clients -- The casino! -- Conclusion -- Steps to niche marketing success -- Pursuing your niche -- Developing a business plan -- Developing a marketing plan -- Getting organized -- Loyalty -- Does niche marketing entail steering? -- Creating uniqueness -- Value perceptions -- Creating awareness -- Giving back -- Focusing -- Conclusion -- Steps to niche marketing success -- Building your niche -- Print advertising -- Web sites and the Internet -- Mailings and newsletters -- Business and other organizations -- Religious organizations -- Cultural events -- Community events -- Charity and other nonprofit organizations -- Building a team for your niche -- Building service providers -- Conclusion.