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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 | |