Contains the 50 golden rules of successful marketing. The book takes readers a step beyond do-it-yourself marketing guides and examines the five basic truths that can make or break a company. The book is divided into four sections, to guide your thinking, your effectiveness, your marketing materials and your actions. Within these sections you will find advice on a wide range of topics, such as: introducing new products and services, honesty, entrepreneurial judo, the power of television, how to write winning headlines, employing guerilla gimmicks, marketing in a recession, and how to use marketing combinations in an increasingly competitive business climate.