Know: ‘timing is everything.’

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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