1 Introduction ................................................. 1
2 Taking Stock: A Reality Check ................................ 7
3 Untapped Potential .......................................... 15
4 Strategic Management ........................................ 19
5 Integrated Marketing and Its Enemies ........................ 27
6 Managing, Leadership and Entrepreneurship ................... 51
7 Advertising and Communications .............................. 73
8 How Words Sell Billions of Goods and Services ............... 99
9 Pictures That Sell Goods and Services ...................... 119
10 The Value of Branding and Marketing ........................ 135
11 Removing Uncertainty and Ambiguity ......................... 151
12 Creative Thinking and Reasoning ............................ 165
13 Motivation and Its Antithesis .............................. 183
14 Influencing Sales and Perpetrating Frauds .................. 201
15 Selling Is a Psychological Process ......................... 221
16 Knowing and Understanding .................................. 245
17 Facts and Figures .......................................... 265
18 The Law of Unintended Consequences ......................... 275
Acknowledgments ............................................... 289
About the Author .............................................. 291
Notes ......................................................... 293
Index ......................................................... 305
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