Table of Contents
Introduction - How to get the most from this book

 5
Section I - Opportunities provided by your competitors 7
     Two tactics

 
Section II - Change your customers 17
     One tactic

 
Section III - Price-only changes 21
     Twelve tactics

 
Section IV - Product changes 53
     Nine tactics

 
Section V - Product repositioning 77
     Two tactics

 
Section VI - Packaging changes 83
     Four tactics

 
Section VII - Distribution changes 95
     Four tactics

 
Section VIII - Promotion changes 105
     Six tactics

 
Section IX - Changes with salespeople & price negotiations 119
     Six tactics