Preface vii Chapter 1 The Need for a New Approach 1 Chapter 2 Keep Learning, Predict, and Embrace Change 29 Chapter 3 Moment of Truth 47 Chapter 4 Formulate a Clear Business Vision 65 Chapter 5 Research Is the Foundation of Success 71 Chapter 6 Know What Business You Are In 89 Chapter 7 Your Name and Image Are Critical Success Tools 95 Chapter 8 Customer Purchasing Benefit 101 Chapter 9 Success Is About the Customer, Not the Product? 111 Chapter 10 Sell Emotional Benefits, Not Features 119 Chapter 11 Positively Outrageous Service Is Great Business 125 Chapter 12 Add Value to Every Transaction 159 Chapter 13 Building the Brand and First Recall 175 Chapter 14 Where and How Do You Offer Your Product? 189 Chapter 15 Internet Commerce and Social Media 217 Chapter 16 Close the Sale by Reversing the Risk 239 Chapter 17 Cut through the Clutter 245 Chapter 18 Persistence and Morality Pay 253 Conclusion 259 About the Author 263 Index 267
BOB PRITCHARD , known as"Mr. Marketer," is an internationally renowned businessman, marketer, and speaker. His clients include many of the world's leading companies, including the Coca-Cola Company, Citibank, Anheuser-Busch, Mercedes-Benz, and Frito-Lay. He is CEO of Marketforce One, a business and marketing strategy company, and CEO of Marketforce One Media, a media content development company with offices in the United States, Australia, and Europe. Winner of the International Marketer of the Year Award, he has done business in more than fifty-three countries and has presented to major corporations and associations all over the globe.