CONTENTS
Introduction = xiii
Part 1. New Needs, New Answers
1. The Decade of the Rude Awakening : The New Reality of the Nineties = 1
"The Fall of the Dinosaurs" = 2
Wake-Up Call : All Business Must Informationalize = 4
New Media Technologies and Priorities = 5
New Consumer Attitudes and Demands = 10
Rising Retail Control of the Selling Process = 14
New Advertising and Marketing Realities = 23
2. Seven Keys to Business Success Today = 33
Tell, Don't Sell = 36
Get Real = 39
Stop Wasting Money on Nonprospects = 43
Offer Gain without Pain = 47
Bringing People Together = 49
Care Enough to Put the Customer First = 52
Dare to Start Over = 54
Part 2. MaxiMarketing Winners Selling Products
3. Michael Dell Sets the Pace for PCs = 61
4. Harley's HOG Heaven = 85
5. LEGO Conquers the U.S.A., Brick by Brick = 103
6. The House of Seagram : Into MaxiMarketing and Beyond = 115
7. Nestl e' Baby Food : Scoring a Perfect "7" in France = 135
8. A Daring Change in Direction from Corporate Nestl e' = 143
Part 3. MaxiMarketing Winners Selling a Service
9. Fidelity Investments : The Great Pyramid of Boston = 157
10. Ryder Turns the Business Around = 171
11. Beginning Again at Canada's North American Life = 185
12. Amil Group : The Master MaxiMarketer of Brazil = 203
13. Puget Sound Bank : Marching to a Different Drummer = 221
14. How MCI Used Corporate Jujitsu to Trip AT&T = 233
Part 4. MaxiMarketing Winners in Retailing
15. NBO Dares to Start Over = 243
16. Zellers Makes the Marketing the Message = 261
17. Neiman-Marcus : Very Far Out Front, Very Early = 269
Part 5. A Global View
18. MaxiMarketing Winners around the World = 277
19. The New Power of "Caring and Daring" = 299
Index = 315
An Invitation from the Authors = 321
