50. Carl Sewell and Paul B. Brown,
Customers for Life: How to Turn
That One-Time Buyer into a Lifetime Customer
(New York: Dou-
bleday, 1990).
51. Ram Charan and Noel M. Tichy,
Every Business Is a Growth Busi-
ness: How Your Company Can Prosper Year after Year
(New York:
Times Business/Random House, 1998).
52. Al
and Laura Ries,
The Fall of Advertising and the Rise of PR
(New York: HarperBusiness, 2002).
53. See the 1998
PIMS study reported in
CampaignLive
, May 3,
1999, Haymarket Publishing, U.K.).
54. Quoted in “Trade Promotion:
Much Ado about Nothing,”
Promo
(October 1991), p. 37.
55. See Hanish Pringle and Marjorie Thompson,
Brand Soul: How
Cause-Related Marketing Builds Brands
(New York: John Wiley
& Sons, 1999);
Richard Earle,
The Art of Cause Marketing
(Lin-
colnwood, Ill.: NTC, 2000).
56. See the discussion
of sponsorship in Sergio Zyman,
The End of
Advertising As We Know It
(New York: John Wiley & Sons,
forthcoming—2003).
57. Michael E. Porter, “What Is Strategy?”
Harvard Business Review
(November–December 1996), pp. 61–78.
58. Sun Tzu,
The Art of War
(London:
Oxford University Press,
1963).
Notes
193