Today everyone's groping around, turning to new gurus and the latest paradigm-shift marketing book in the hope that they'll find quick, easy answers. This isn't one of those books. It's the compilation of years of know-how that form a foundation on which you can build a lasting brand, an advertising campaign that works (regardless of your audience), and promotions that produce effective results. These principles worked for advertisers and marketers one hundred years ago, fifty years ago, ten years ago, and last week. They'll work for you next week, too - no matter how much the world keeps changing.
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