The Marketing Revolution

The top executives of one of the world's most influential marketing research and consulting firms take companies to the forefront of the marketplace. Clancy and Shulman establish new guidelines that will replace the pseudo-science of death-wish marketing and seat-of-the-pants research with intelligent marketing.

• The Marketing Revolution Is Coming
• Beyond Myth and ignorance to Marketing Intelligence
• If the Dinosaurs Had Done an Environmental Analysis They Wouldn’t Be Extinct
• Heavy Users Are Not Your Best Prospects, No Matter What the Agency Says
• The Battle for the Mind Is Often Lost Before the First Strike
• The Most Appealing Product Is Always the Least Profitable
• Your Prices Aren’t Based on Strategy or Research? You Must Be Clairvoyant
• The Check Is in the Mail, I’ll Still Respect You in the Morning, Our Advertising Works
• It’s Better to Fly a Simulator Than Crash the real Thing
• You Don’t Need to Deliver Perfect Products and Perfect Service
• Tracking Should Not Only Tell You How You’re Doing But What to Do
• Taking Micromarketing Seriously: Many Markets of One
• With Enough Computing Power, You’ve Got a Marketing Department in a Box
• The Marketing revolution Is Here

Interesting reading. Worthwhile to read.