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1. DIFFERENTIATE OR DIE by Jack Trout with Steve Rivkin 1 2 LATERAL MARKETING by Philip Koder and Fernando Trias de Bes 17 3. THE POPCORN REPORT by Faith Popcorn 33 4 RELATIONSHIP M ARKETING by Regis McKenna 49 5. NETWORKING WITH THE AFFLUENT byThomas Stanley 65 6. RELENTLSS by Johny K. Johansson and Ikujiro Nonaka 81 7. THE ONE TO ONE FUTURE by Don Peppers and Martha Rogers 100 8. UP THE 1 OYALTY I ADDER by Murray Raphe and Neil Raphel 14 9. SCORING POINTS by Cihe Humby andTerry Hunt vith Tim Phillips 132 10 HOW TO DRIVE YOUR COMPETITION CRAZY by Guy Kawasaki 148 11. CROSSING THE CHASM by Geoffrey A. Moore 167 12 UNLEASHING THE KILLER APP by Larry Downes and Chunka Mui 183 13, THE ANATOMY OF BUZZ by Emanuel Rosen 200 14. PURPLE COW by Seth Godin 216 15. DONT THINK PINK by Lisa Johnson and Andrea Learned 232 16. THE DISCIPLINE OF MARKET LEADERS by Michael Treacy and Fred Wierserna 249 17. RENOVATE BEFORE YOU INNOVATE by Sergio Zyman 266