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Dedication. <p>Acknowledgments.</p> <p>Introduction: Making Rain While the Sun Shines.</p> <p><b>Section One: The Brand-Focused Rainmaking Marketer.</b></p> <p>Roe #1: Begin at the End.</p> <p>Roe #2: Be a Hobgoblin.</p> <p>Roe #3: Get Yourself Some Culture.</p> <p>Roe #4: Be True to Your School.</p> <p>Roe #5: Say It Like You Mean It.</p> <p>Roe #6: Broaden Your Brandwidth.</p> <p>Roe #7: Bow to the Wow.</p> <p>Roe #8: Stay Up, Sell Out, Cash In.</p> <p><b>Section Two : The Strategic Rainmaking Marketer.</b></p> <p>Roe #9: See the Forest in Every Tree.</p> <p>Roe #10: Feed the Lion and Spare the Mouse.</p> <p>Roe #11: Smarten Up.</p> <p>Roe #12: Manifest Your Destiny.</p> <p>Roe #13: Kill the Cat.</p> <p>Roe #14: Fuhgeddabout Woulda Coulda Shoulda.</p> <p>Roe #15: Muddy the Waters.</p> <p>Roe #16: Start From Scratch.</p> <p><b>Section Three: The Tactical Rainmaking Marketer.</b></p> <p>Roe #17: Celebrate Smilestones.</p> <p>Roe #18: Ignore the Bliss.</p> <p>Roe #19: Stick It.</p> <p>Roe #20: Shorten Up to Sweeten Up.</p> <p>Roe #21: Face the Facts.</p> <p>Roe #22: Say No to Yes But.</p> <p>Roe #23: Sweat Like a Pig.</p> <p>Roe #24: Lose Your Head.</p> <p>Roe #25: Slow Down to Speed Up.</p> <p>Roe #26: Don't Just Because You Can.</p> <p>Roe #27: Show Them the Money.</p> <p><b>Section Four : The Customer-Focused Rainmaking Marketer.</b></p> <p>Roe #28: Walk a Mile in Your Customer's Shoes—<i>BACKWARDS</i>.</p> <p>Roe #29: Reject IOUs.</p> <p>Roe #30: Act Big, Feel Small.</p> <p>Roe #31: Speak Greek Only in Greece.</p> <p>Roe #32: Listen to be Heard.</p> <p>Roe #33: Say <i>NYET</i> to Nyuk!</p> <p>Roe #34: Love'em <i>OR</i> Leave'em.</p> <p>Roe #35: Go the Extra 18 Inches.</p> <p>Roe #36: Tarnish the Golden Rule.</p> <p><b>Section Five: The Competitive Rainmaking Marketer.</b></p> <p>Roe #37: See the Whites of Their Eyes.</p> <p>Roe #38: Shop Till You Drop.</p> <p>Roe #39: Experience the Experience.</p> <p>Roe #40: Choose to Lose.</p> <p>Roe #41: Analyze This.</p> <p>Roe #42: Expect the Unexpected.</p> <p>Roe #43: Give Up.</p> <p><b>Section Six: The Hardwired Rainmaking Marketer.</b></p> <p>Roe #44: Tell a Story Worth a Thousand Pictures.</p> <p>Roe #45: French KISS.</p> <p>Roe #46: Light Your Lying Pants on Fire.</p> <p>Roe #47: Sell Soft, Market Hard.</p> <p>Roe #48: Reduce Your Attention Spam.</p> <p>Roe #49: Choose Them Over Us.</p> <p>Roe #50: Just Don't Do ID.</p> <p>Roe #51: Suck It Up.</p> <p>Roe #52: Burn This Book.</p> <p>Index.</p>

<b>Phil Fragasso</b> is a marketing expert with more than twenty-five years of marketing experience in the high-tech and financial services industries. The former managing director of marketing at Columbia Funds, he is currently President and Chief Marketing Officer of I-Pension LLC.

<b>Praise for MARKETING for RAINMAKERS</b> <p>"In a business environment where everything looks the same to the consumer, Phil Fragasso helps his clients rise above the competition. His innovative methods and thought-provoking ideas helped our sales force seriously consider ways they might differentiate themselves from the crowd."<br /> —Todd Clarke, President, CLS Investment Firm</p> <p>"Phil Fragasso is a marketing leader with a track record of success demonstrating that good sales and marketing ideas can also be fun. He has a history of introducing breakthrough marketing techniques applicable to companies of all sizes. Phil's approach to marketing has always been creative, effective, and irreverent—but never irrelevant."<br /> —Charles Salmans, Principal, Global Public Relations, Mercer</p> <p>"Effective marketing is less about what you do and more about how you think. Phil's book provides a strong foundation to build a marketing mindset that will help set you apart from the competition."<br /> —Karen Kaplan, President, Hill Holliday</p> <p>"Phil's years of experience in marketing are evident in this incredibly comprehensive, easy-to-use guide for marketing practitioners at all levels."<br /> —Christy White, Principal, Cogent Research, LLC</p> <p>"Old-school marketing still reigns supreme—except in the minds of a small number of innovative marketers like Phil Fragasso. Phil has an innate ability to put himself in the place of the customer and drive marketing programs that engage and inspire."<br /> —Tom Asacker, author of <i>Sandbox Wisdom and A Clear Eye for Branding</i></p> <p>"<i>Marketing for Rainmakers</i> offers a brilliant and long-needed compilation of good old-fashioned common sense, coupled with Phil's penetrating insight—masterfully placed in one entertaining and informative narrative. What a gift; what an opportunity!"<br /> —Marcia S. Wagner, President, The Wagner Law Group</p>

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