Send 'em One White Sock

Rapp and Collins have examined the marketing successes of 20 advertisers around the world, and have identified, extracted, and described 67 keys to the advertisers' astonishing gains in sales and market share. All of these insights have been boiled down to their own "outrageously simple" essence, so that each idea can be adapted to entirely different marketing situations. In the first part of the book, each idea is presented on its own page as a bite-sized "commandment, " followed by a broader definition and a discussion of how the idea was used. Part 2 offers more in-depth examinations with each idea cross-referenced to an extended case history.