Kevin J. Clancy is Chairman, CEO, and co-founder of Copernicus Marketing Consulting and Research, a firm that provides marketing consulting and research services to Fortune 500 companies and emerging businesses worldwide. He is the co-author of The Marketing Revolution and Marketing Myths That Are Killing Business. He lives in Gloucester, Massachusetts.

• ContentsPrefaceSECTION IRevolutionaries, Pioneers, and Cowboys:How Testosterone Drives American Business1 Strategic Plan Your Way to Nowhere2 Driving Growth: The Little Engine That Could3 Testosterone Decision-making: The Manly Way to Screw Up4 Warning: Commonsensical Research Can Be Dangerous to Your CareerSECTION IICounterintuitive Thinking BehindGreat Marketing Strategies5 Stunted Brands: Too Much Juice, Too Little Equity6 Marketing Visionaries: Seeing What Is Not There7 Guess Again: Intuitively Appealing Targets Are Rarely the Most Profitable8 Positioning:...And That Would Mean What?9 Sleeper and Subliminal Effects Don't Increase Sales10 Direct Marketers Need More Than Just Better Lists11 Three Scoops for a Quarter Is Two Too Many12 Give All Your Customers a New Car13 Raise Your Prices: Uncommon Approaches That Make Sense14 E-commerce Rules Are the Same as T-commerce RulesSECTION IIIImplementing CounterintuitiveMarketing Programs15 Prayers and Divine Intervention: No Marketing Miracles to Date16 Testing in Cyberspace Is Better Than Testing in the World17 Good Implementation May Be More Important Than a Great Strategy18 You Can't Measure Success Without a Score Card19 Always Time to Do It Over; Never Time to Do It RightAppendixAcknowledgmentsIndexAbout the Authors and Their Company

Kevin J. Clancy is Chairman, CEO, and co-founder of Copernicus Marketing Consulting and Research, a firm that provides marketing consulting and research services to Fortune 500 companies and emerging businesses worldwide. He is the co-author of The Marketing Revolution and Marketing Myths That Are Killing Business. He lives in Gloucester, Massachusetts.

• ContentsPrefaceSECTION IRevolutionaries, Pioneers, and Cowboys:How Testosterone Drives American Business1 Strategic Plan Your Way to Nowhere2 Driving Growth: The Little Engine That Could3 Testosterone Decision-making: The Manly Way to Screw Up4 Warning: Commonsensical Research Can Be Dangerous to Your CareerSECTION IICounterintuitive Thinking BehindGreat Marketing Strategies5 Stunted Brands: Too Much Juice, Too Little Equity6 Marketing Visionaries: Seeing What Is Not There7 Guess Again: Intuitively Appealing Targets Are Rarely the Most Profitable8 Positioning:...And That Would Mean What?9 Sleeper and Subliminal Effects Don't Increase Sales10 Direct Marketers Need More Than Just Better Lists11 Three Scoops for a Quarter Is Two Too Many12 Give All Your Customers a New Car13 Raise Your Prices: Uncommon Approaches That Make Sense14 E-commerce Rules Are the Same as T-commerce RulesSECTION IIIImplementing CounterintuitiveMarketing Programs15 Prayers and Divine Intervention: No Marketing Miracles to Date16 Testing in Cyberspace Is Better Than Testing in the World17 Good Implementation May Be More Important Than a Great Strategy18 You Can't Measure Success Without a Score Card19 Always Time to Do It Over; Never Time to Do It RightAppendixAcknowledgmentsIndexAbout the Authors and Their Company