Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

Contents

Introduction

Chapter 1 Billions and Billions Wasted ...

McDonald's Almost Gets It

New Challenges We Face and Five Rules to Live By

What about Political Slogans?

Remember

Chapter 2 Three Hidden Ingredients in Every Winning Promotional Campaign

The Ultimate Help-Wanted Ad

The Early Days of Playboy Magazine

Rolling Stone Magazine

Pan American WorldPass and How Last Became First

Other Quick Airline Stories about Creating Customer Excitement

One for the Gipper

Don't Leave Home without It

Mr. Whipple

Toppling the Category Leader with One Perfect Sentence

Eggs Overnight

Peter Lynch, Lily Tomlin, and Don Rickles

Chapter 3 What Makes a Brand Successful? How Do You Manage It?

Have a Unique Selling Proposition

Insist on Strong Visual Imagery