Chapter 18 Specialty Market Case Study: Automotive Aftermarket “You can use tried-and-true marketing tactics like showing off your work to car owners at neighborhood cruise-ins but the main thing is to go after the business.” Chapter 19 Specialty Market Case Study: Sports Team Sponsorships Rewards and Regrets “The marketing essence of sponsorships--whether you put your money into race teams or the PTA bake sale--is the endorsement value that the investment gives you.” Chapter 20 Business To Business Marketing - Beyond the Price Sheet “You should market to other companies much the same way you market to consumers: with a combination of advertising and personal selling.”