Contents
Chapter 1 Billions and Billions Wasted ...
New Challenges We Face and Five Rules to Live By
Chapter 2 Three Hidden Ingredients in Every Winning Promotional Campaign
The Early Days of Playboy Magazine
Pan American WorldPass and How Last Became First
Other Quick Airline Stories about Creating Customer Excitement
Toppling the Category Leader with One Perfect Sentence
Peter Lynch, Lily Tomlin, and Don Rickles
Chapter 3 What Makes a Brand Successful? How Do You Manage It?
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