Introduction : payback begins here -- Marketing's midlife crisis -- Demonstrating success -- The laws of marketing -- Measuring how marketing really works -- Tracking trends and forecasting futures -- Avoiding decision traps -- Expenditure allocation -- Brand identity changes -- Brand portfolio planning -- Valuing brands -- Integrated marketing communications -- How pricing works -- How promotions work -- Customer equity optimization -- Getting better value from marketing information -- The number wizard's toolbox -- Marketing planning -- Better budgeting -- Marketing bookkeeping and accounting -- When results go wrong.