Most businesses blithely cling to common marketing wisdom - and many pay the price by failing. That's the tough premise of this book, which offers unconventional solutions and counter-intuitive answers adaptable to almost any business situation. Drawing on years of experience in the marking trenches and corporate boardrooms as two of the most renowned marketing consultants in America, Kevin J. Clancy and Robert S. Shulman show marketers how to eliminate the myths and death wish practices that are killing brands, products, services, and companies throughout the world. Readers will learn to self-correct more than 100 prevalent death wish marketing fallacies, including: CEOs know a great deal about marketing; small businesses can't compete with giants like WalMart; heavy users are your best prospects; database marketing has all the answers; focus groups are a serious basis for smart decision making; marketing partners have your best interests in mind; if P&G does it, then it must be right; and we need to retain all of our customers and keep them 100% satisfied. Throughout there are anecdotes and examples from the authors' experience and research.