Contents: Marketing in the 2000's and beyound: Changing perspective -- The Emerging culture -- The Millennial mind-set: it's here,it's clear, get used to it -- The Retail revolution -- End your internet anxieties now -- Growing the trust relationship -- Marketing Concept: Marketing myopia (with retrospective commentary) -- Lessons from the front: five companies that have what it takes to become a 1:1 enterprise -- Taking care: 17 ways to show your customers you care -- Are you listening? -- Services and social marketing: Service is everybody's business -- Cyberservice: traming service marketing problems with the world wide web -- Marketing ethics and social responsibilty: Motivating moral corporate behavior -- Whatever it takes -- Research, markets and consumer behavior: Overview: Market research: Metaphor marketing -- The New market research -- 15 Myths of qualitative research: it's conventional, but is it wisdom? -- Market and demographies: A Beginners guide to demographics -- Paradox of pleasure -- Generation Y, -- Consumer behavior: Product appeal -- When you translate 'got milk for latinos, what do you get -- Developing and implementing marketing strategis: Overview: The very model of a modern marketing plan -- Products: Tough sell, commodity products -- Making old brands new -- 'Sure-fire' products became flops -- Don't let the fay lady sings: smart strategies revive dead brands -- Pricing: Kamikaze pricing -- The tricky art of raising prices -- Distribution: Retailers with a future -- How target got hot -- That's entertainment -- Promotion: The Nostalgia boom -- Marketing gate: a collection of 1998's most scandalous campaigns -- Global advertising and the World Wide Web -- Global marketing: Overview: So you think the world is your oyster -- Breaking through global boundaries -- Pillsbury presses flour power in India -- Franchising in the Middle East -- Glossary.