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.
目錄：
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
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