Contents
Part I: Setting Up for Failure
Chapter 1: The Biggest Business Mistake
Chapter 2: The Customer Trap and Brand Destruction
Chapter 3: Turning Your Innovations into Commodities
Chapter 4: When Sales Channels Get Hijacked
Chapter 5: Living the Outsourcing Compulsion
Chapter 7: Innovation’s Second Step
Chapter 8: Getting the Data and Doing Marketing Right
Chapter 9: Going Global and Keeping the Faith
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