With all the trendy ways to do marketing - from advertising on web sites to publicity with radio "shock jocks" - how can you determine which is the most productive, cost-effective option for your company? Here's a handy tool for business managers and entrepreneurs who want to get market-smart quickly. It reveals, step by step, how you can determine your marketing budget; develop a marketing plan; establish a company image; use high-impact copy, layout and design; get publicity and visibility without having to pay for it; use mass media, personal selling, and direct mail effectively; and maximize opportunities at trade shows. No fluff, no stuff - the complexities of marketing boiled down for small business managers, entrepreneurs, or big-business non-marketers.