OLD RULES OF MARKETING ARE DEAD: 6 NEW(ISBN=9780071762557)

　　For my parents, Dick and Ramalee Pearson, whotaught me about faith and goodness, and the endlesspossibilities of reinvention; my brother Tom, fromwhom I learned that intellect, contribution, and dailyeffort are not only acknowledged, but also rewarded;my brother Philip, who showed me that the abilityto create and paint with words is, in fact, art; andmy brother David, whom I admire and respect forliving a life of honesty, courage, and worthiness.

Acknowledgments
A Note About the Timeline
Introduction: What Memo Did Marketers Miss?
RULE ONE　THE CORE IS EVERYTHING
   Principle　1 A Brand's Essence Says It All
   Principle　2 The Customer Really Does Know Best
   Principle　3 Your Reputation Precedes You
   Principle　4 Play Nicely Together... or Else
   Principle　5 Sleep Soundly, Work Fearfully
RULE TWO: YOU HAVE NOTHING WITHOUTTHE FOUNDATION
   Principle　6 Integrity Is Next to Godliness
   Principle　7 A Single Word or Symbol Can Speak Volumes
   Principle　8 The Whole Is Larger than Its Parts
   Principle　9 Mind Your P's (and You Can ForgetAbout the A's)
   Principle　10 Do as I Do, Not as I Say
RULE THREE: THERE ARE MANY CHOICESBUT ONLY ONE CUSTOMER
   Principle　11 Strategy Is the Heart, but MeasurementIs the Lifeblood
   Principle　12 Frameworks, Frameworks, Frameworks
   Principle　13 Perception Really Is Your Customer's Reality
　Principle　14 Communicate; Then Communicate Some More
　Principle　15 It's More than Just Channel Surfing
RULE FOUR: DO THE RIGHT THINGS FORTHE RIGHT REASONS
　Principle　16 It's All About the Relationship
　Principle　17 You Don't Have to Go It Alone
　Principle　18 It's Not About You, It's Really About Me
　Principle　19 The Long Arm of the Law
RULE FIVE: INFRASTRUCTURE IS MORE THANJUST PIPES
   Principle　20 There's a Reason It's Called the Center
   Principle　21 Technology Is Only the Enabler
   Principle　22 Right Information, Right People, Right Time,Wrong Thought
RULE SIX: LEAD AND OTHERS WILL FOLLOW
   Principle　23 Leadership Isn't a Noun, It's a Verb
   Conclusion: The Essence of Marketing Today
   Notes
   Index