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| Introduction | |
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| Ka-ching! Ka-ching! Marketer's Music | |
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| Deeply Understand the Definition of Marketing | |
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| The Superstar Marketing Company | |
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| "This Is Customer Money!" | |
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| Customers Fire Employees Every Day | |
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| Segment Your Customers: Okay, Not Okay | |
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| The Customer Is Not Always Right | |
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| Use the Seven Growth Levers | |
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| You Must Love Your Brand | |
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| Early to Bed, Early to Rise, Sell Hard, and Dollarize | |
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| Always Price to Value | |
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| The Folly of Price Cutting | |
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| A Price-to-Value Parable | |
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| Always Sell Consequences | |
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| Derived Demand Is Not Direct Demand | |
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| Fifteen Super Marketer Must-Knows | |
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| Some Rules for Choosing a Brand Name | |
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| Always Put the Brand Name in the Headline | |
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| Never Use "We" | |
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| What, Pray Tell, Is the Difference? | |
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| Never Use Bad Words in Advertising or Selling | |
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| Advertise and Sell with Numbers, Not Adjectives | |
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| Don't Put Your Phone Numbers on Your Trucks | |
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| Don't Hit Into a Triple Bad Play: A Case History | |
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| Marketing Superstar Instant Challenge #1 | |
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| Don't Send a Ransom Note | |
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| Be Your Own Customer | |
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| Banish All Buying Barriers | |
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| Always Thank Your Customers | |
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| A Fast Fifteen | |
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| Superstars Love Recessions | |
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| Never Take the Cheese Off the Pizza | |
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| Beware the Constellation Theory of Marketing | |
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| Marketing Superstar Instant Challenge #2 | |
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| Always Have a President's Pipeline | |
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| Questions Lazy Marketers Can't Answer, but the Marketing Superstar Must: Part I | |
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| Get Answers to These Questions: Part 2 | |
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| Compete for Inches | |
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| Marketing Superstar Instant Challenge #3 | |
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| Repolish the Silver | |
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| First Sell Inside ... Always | |
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| Don't Let Perfect Be the Enemy of Better | |
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| Own a Market, Not a Mill | |
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| Loss Leaders Are for Losers | |
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| Marketing Superstar Instant Challenge #4 | |
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| Never Run a Three-Page-Spread Ad, or How to Burn Shareholder Money | |
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| Marketing Superstar Instant Challenge #5 | |
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| Shrink to Grow | |
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| Fill the Air with Flailing Fists | |
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| Remember Jimmy Durante | |
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| The First Annual Ostrova House Race | |
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| Marketing Superstar Instant Challenge #1 Answer | |
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| Marketing Superstar Instant Challenge #2 Answer | |
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| Marketing Superstar Instant Challenge #3 Answer | |
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| Marketing Superstar Instant Challenge #4 Answer | |
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| Summary #1: Hallmarks of Great Marketing Companies | |
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| Summary #2: Characteristics of the Killer Competitor Companies | |
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| Epilogue | |
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| Dollarize Your Way to More Effective Marketing | |