auto-generate bookmarks and TOC links

Does anyone know of a good program or Acrobat plug-in for automatically 
creating/generating PDF bookmarks and links? I'd rather not outsource 
production of PDF ebooks to a company that will charge me $100 just to 
add that stuff, and yet it's so time consuming for some titles. 
Someone's got to know what conversion companies use or a else a decent 
shortcut...right?? 

Thanks!
Ann


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