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| Introduction | xix | |
| I | Ka-ching! Ka-ching! Marketer's Music | 1 |
| II | Deeply Understand the Definition of Marketing | 3 |
| III | The Superstar Marketing Company | 6 |
| IV | "This Is Customer Money!" | 10 |
| V | Customers Fire Employees Every Day | 12 |
| VI | Segment Your Customers: Okay, Not Okay | 15 |
| VII | The Customer Is Not Always Right | 18 |
| VIII | Use the Seven Growth Levers | 20 |
| IX | You Must Love Your Brand | 23 |
| X | Early to Bed, Early to Rise, Sell Hard, and Dollarize | 27 |
| XI | Always Price to Value | 29 |
| XII | The Folly of Price Cutting | 32 |
| XIII | A Price-to-Value Parable | 35 |
| XIV | Always Sell Consequences | 37 |
| XV | Derived Demand Is Not Direct Demand | 39 |
| XVI | Fifteen Super Marketer Must-Knows | 42 |
| XVII | Some Rules for Choosing a Brand Name | 46 |
| XVIII | Always Put the Brand Name in the Headline | 50 |
| XIX | Never Use "We" | 53 |
| XX | What, Pray Tell, Is the Difference? | 55 |
| XXI | Never Use Bad Words in Advertising or Selling | 59 |
| XXII | Advertise and Sell with Numbers, Not Adjectives | 63 |
| XXIII | Don't Put Your Phone Numbers on Your Trucks | 66 |
| XXIV | Don't Hit Into a Triple Bad Play: A Case History | 68 |
| XXV | Marketing Superstar Instant Challenge #1 | 71 |
| XXVI | Don't Send a Ransom Note | 73 |
| XXVII | Be Your Own Customer | 76 |
| XXVIII | Banish All Buying Barriers | 79 |
| XXIX | Always Thank Your Customers | 83 |
| XXX | A Fast Fifteen | 86 |
| XXXI | Superstars Love Recessions | 90 |
| XXXII | Never Take the Cheese Off the Pizza | 93 |
| XXXIII | Beware the Constellation Theory of Marketing | 96 |
| XXXIV | Marketing Superstar Instant Challenge #2 | 99 |
| XXXV | Always Have a President's Pipeline | 101 |
| XXXVI | Questions Lazy Marketers Can't Answer, but the Marketing Superstar Must: Part I | 103 |
| XXXVII | Get Answers to These Questions: Part 2 | 107 |
| XXXVIII | Compete for Inches | 109 |
| XXXIX | Marketing Superstar Instant Challenge #3 | 111 |
| XL | Repolish the Silver | 113 |
| XLI | First Sell Inside ... Always | 116 |
| XLII | Don't Let Perfect Be the Enemy of Better | 119 |
| XLIII | Own a Market, Not a Mill | 122 |
| XLIV | Loss Leaders Are for Losers | 125 |
| XLV | Marketing Superstar Instant Challenge #4 | 130 |
| XLVI | Never Run a Three-Page-Spread Ad, or How to Burn Shareholder Money | 132 |
| XLVII | Marketing Superstar Instant Challenge #5 | 135 |
| XLVIII | Shrink to Grow | 137 |
| XLIX | Fill the Air with Flailing Fists | 139 |
| L | Remember Jimmy Durante | 141 |
| LI | The First Annual Ostrova House Race | 143 |
| LII | Marketing Superstar Instant Challenge #1 Answer | 147 |
| LIII | Marketing Superstar Instant Challenge #2 Answer | 149 |
| LIV | Marketing Superstar Instant Challenge #3 Answer | 151 |
| LV | Marketing Superstar Instant Challenge #4 Answer | 154 |
| LVI | Summary #1: Hallmarks of Great Marketing Companies | 156 |
| LVII | Summary #2: Characteristics of the Killer Competitor Companies | 161 |
| Epilogue | 165 | |
| Appendix | Dollarize Your Way to More Effective Marketing | 166 |
Overview
With more than 600,000 books in print, nationally bestselling author Jeffrey Fox is back to 'outfox the competition'-this time with counterintuitive advice on how to become a marketing genius n his four previous bestselling business books, Jeffrey Fox has helped readers land great jobs and rise to the top of their professions. Now he turns his contrarian eye to marketing through brand building and innovation. Fox's advice is delivered in snappy, to-the-point chapters that zero in on his creative-and often counterintuitive-advice and features such unforgettable fundamentals as: nMake a big splash, instead of a lot of little ripples nAlways have a pipeline to the president nOwn a market, not a mill nThe long and short