CONTENTS Acknowledgements xiii Foreword xv Preface xvii Prologue To Part One 2 Chapter 1 Customer and Consumer 5 Chapter 2 The Myth of Strategy 17 Chapter 3 Retention versus Attraction 27 Chapter 4 The Hole in the Bucket 45 Chapter 5 The Scenario Today 53 Chapter 6 Marketing Renaissance 69 Prologue To Part Two 77 Tenet 1 Ethics - The Foundation Stone to Marketing Success 79 Tenet 2 Marketing Philosophy and not Selling Philosophy 99 Tenet 3 Favour Public Relations over Advertising 131 Tenet 4 Understand your Customer 159 Tenet 5 Relationships are at the Heart of Marketing 177 Tenet 6 Ensure Memorable Moments of Truth 195 Tenet 7 Enlarge the Circle of Influence 223 Tenet 8 Constantly enhance Unique Selling Propositions 249 Tenet 9 Take Personal Pride in your Brand 265 Tenet 10 Quality is Key 297 Tenet 11 One 'C' is greater than the Four P's 317 Tenet 12 Let 'Flexibility' be your Organisational Buzzword 329 Tenet 13 Trust your Customer 363 Epilogue - A Word of Caution 375