Contents -- Introduction: Secrets of the Marketing Masters -- Part One: Think Inside Out -- 1. Run Marketing Like a Professional Service -- 2. Build a Marketing Culture -- 3. Become Known as the Voice of the Customer -- 4. Share the Results That Matter-Good and Bad -- Part Two: Think Outside In -- 5. Develop Insight into People's Needs -- 6. Develop Insight into Businesses' Needs -- 7. Turn Insight into Foresight -- 8. Build Customer Listening Posts -- Part Three: Connect Emotionally -- 9. Find Your Brand's Higher Purpose -- 10. Be True to Your Brand's Meaning -- 11. Cultivate Positive ''Word of Mouse'' -- 12. Cultivate Positive Word of Mouth -- 13. Win People's Trust -- 14. Invest in Relationships -- Afterword: The Obama Effect -- The Secrets: A Crib Sheet -- Acknowledgments -- Notes -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- X -- Y -- Z.