Cover -- CONTENTS -- INTRODUCTION -- 1 GIVE THE PRODUCT AWAY -- 2 MAKE IT FUN -- 3 GET DECISION-MAKERS TOGETHER -- 4 TEASE YOUR CUSTOMERS -- 5 THE "REAL MONEY" MAILING -- 6 WITHDRAW THE PRODUCT -- 7 FIND THE KEY ACCOUNT -- 8 ADD SOME VALUE -- 9 DO SOMETHING DIFFERENT -- 10 RESPECT YOUR CONSUMER -- 11 PLAY A GAME -- 12 BRING A FRIEND -- 13 USE PROMOTIONAL GIFTS THAT REALLY PROMOTE -- 14 DO NOT BIND THE MOUTHS OF THE KINE -- 15 EMPOWERING STAFF -- 16 SPEAK THE CUSTOMER'S LANGUAGE -- 17 BUILD YOUR CORPORATE CULTURE -- 18 HAVE A STARTLING BRAND -- 19 MAKE THE PRODUCT EASY TO DEMONSTRATE -- 20 THROW A PARTY -- 21 FOLLOW UP ON CUSTOMERS LATER -- 22 LOST CUSTOMERS ARE NOT ALWAYS LOST -- 23 BAIT THE HOOK -- 24 HOLD ON TO THOSE BROCHURES -- 25 SHOW PEOPLE THE COMPETITION -- 26 TAKE YOUR PARTNERS -- 27 MAKING EXHIBITION SWORK -- 28 SET THE PRICE, EVEN ON THINGS YOU ARE GIVING AWAY -- 29 LET THEM SHOUT! -- 30 TURN A DISADVANTAGE TO AN ADVANTAGE -- 31 DEVELOP AN ICON -- 32 EDUCATE YOUR CUSTOMERS -- 33 TAP INTO COUNTRY-OF ORIGIN EFFECT -- 34 CHARGE WHAT THE SERVICE IS WORTH -- 35 BE CONSISTENT -- 36 LOVE YOUR CUSTOMERS,LOVE WHAT THEY LOVE -- 37 MAKE IT EASY FOR PEOPLE TO PAY -- 38 CREDIT WHERE CREDIT'S DUE -- 39 DON'T COMPETE -- 40 KEEP THEM WAITING -- 41 FORM A CLUB -- 42 GET THE LAYOUT RIGHT -- 43 AVOID ANNOYING THE CUSTOMERS -- 44 WORK WITH THE NEGATIVE ASPECTS OF YOUR PRODUCT -- 45 PUT YOURSELF ON A NET WORKING SITE -- 46 DISCOURAGE THE UNDESIRABLES -- 47 WATCH HOW PEOPLE ACTUALLY USE YOUR PRODUCTS -- 48 FORM A PANEL -- 49 GET SOMEBODY ELSE TO PAY FOR WHAT YOU GIVE YOUR CUSTOMERS FOR FREE -- 50 MAKE PEOPLE BEHAVE -- 51 GIVE PEOPLE SOMETHING THAT HELPS YOU TO COMMUNICATE YOUR BRAND TO THEM -- 52 HELP YOUR ALLIES TO HELP YOU -- 53 KEEP YOUR EGGS IN ONE BASKET -- 54 WHET THE CUSTOMER'S APPETITE -- 55 BE STARTLING IN WAYS THAT INVOLVE YOUR CUSTOMER.

56 IF YOU'RE ON THE WEB,YOU'RE GLOBAL -- 57 LOOK BEYOND THE OBVIOUS -- 58 FIND THE USP -- 59 REPOSITION INTO A BETTER MARKET -- 60 USE THE PACKAGING -- 61 INFLUENCE THE INFLUENCERS -- 62 RESEARCH YOUR CUSTOMERS -- 63 INVOLVE YOUR CUSTOMERS -- 64 INTEGRATE YOUR DATABASE -- 65 TAP INTO THE SOCIAL NETWORK -- 66 FLOG IT ON EBAY -- 67 COMMUNICATE IN A RELEVANT WAY -- 68 DEVELOP YOUR BRAND PERSONALITY BY LINKING IT TO A REAL PERSONALITY -- 69 KNOW YOUR CUSTOMER'S MOTIVATIONS -- 70 IDENTIFY YOUR COMPETITORS-AND LEARN FROM THEM -- 71 PICK THE SEGMENTS NOBODY ELSE WANTS -- 72 PICK A CARD -- 73 TRUST YOUR CUSTOMERS TO HANDLE THEIR OWN COMPLAINTS -- 74 FIND THE LOST TRIBE -- 75 FIND THE RIGHT PARTNERS -- 76 TAILOR YOUR PRODUCTS -- 77 INTEGRATE COMMUNICATIONS -- 78 SHARE THE WEALTH -- 79 THINK SMALL -- 80 BE THE EXPERT -- 81 ADS ON CARS -- 82 GO TO THE SOURCE OF CUSTOMERS -- 83 MAKE YOUR CUSTOMERS LAUGH -- 84 FOCUS ON THE KEY ISSUE FOR YOUR CUSTOMER -- 85 VARY THE AMBIENCE -- 86 GRAB THEM EARLY -- 87 BE CHILD-FRIENDLY -- 88 UNDERSTAND HOW YOU ARE JUDGED -- 89 INTRODUCE A THIRD ALTERNATIVE -- 90 PLACE YOUR PRODUCT -- 91 SPECIALIZE TO CHARGEA PREMIUM -- 92 DEVELOP A SEPARATE BRAND FOR EACH MARKET -- 93 USE OPINION LEADERS -- 94 LINK TO A CAUSE -- 95 SET A SPRAT TO CATCH A MACKEREL -- 96 CONSIDER THE CULTURE -- 97 BUILD A NEW DISTRIBUTION CHANNEL -- 98 USE A WEBLOG -- 99 MAKE BUYING EASY -- 100 MAKE YOUR PRODUCT EASIER TO USE THAN EVERYBODY ELSE'S.