Contents -- Viewpoint The importance of marketing -- Selling to China's rich and not so rich Need to go beyond the luxury market -- Du Pont and the art of not coming unstuck Lessons learned from a customer-centric approach to business -- eBay - if you can't beat it, join it Online giant goes on creating marketplaces -- Levi's adaptable standards Knowing where and when one size fits all -- Securing customer loyalty Is advocacy the way forward? -- McDonald's are ''lovin' it'' Preserving the brand online -- B&Q's moves to target female customers Beyond boys' toys -- What's in a name? Branding: what it means to you and your customer -- International marketing research The importance of being complex -- What's on the web -- Abstracts -- Suggested reading -- Diary.