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About the Author: Jeannette Maw McMurtry, MBA, is the principal of The McMurtry Group, which provides strategic and tactical marketing and public relations support to large and small businesses. McMurtry has been nationally recognized for innovative and results-generating campaigns that have helped businesses market for a lifetime by building brand equity and customer loyalty. Her work spans winning strategies and programs for organizations from sole proprietorships to Fortune 100 companies.Table of Content: Big Business Marketing For Small Business Budgets Part 1: Understanding the Principles and Value of Lifetime Marketing 1. Why So Many Plans Fail-Eight Primary Reasons 2. Mass Advertising versus Lifetime Advertising 3. The Principles of Lifetime Marketing Part 2: Getting to Know Your Customers-Inside and Out 4. First Things First 5. Understanding Consumer Decision Processes 6. Identifying and Connecting with Your Best Customers Part 3: Harnessing the Power of Communications to Build Relationships 7. Getting Personal in a Big Way 8. Using the Power of the Web for Lifetime Marketing 9. What's Missing in Marketing's Four Ps Part 4: Building Your Lifetime Marketing Plan 10. Applying Lifetime Marketing Techniques to Traditional Communications Vehicles 11. Writing and Executing a Customer-Oriented Marketing Plan 12. Conclusion