Combining a wide ranging historical overview with a keen eye for the innovative future, the authors bring to light 22 superlative tools and innovative techniques for the international marketplace. The authors examine marketing campaings that have Succeeded and others that have failed, why good ideas didn't live up to expectations, and offer theri own ideas on what would have worked better. With irreverent but honest insights and often flying in the face of conventional, but not always successful wisdom, they give us : The Law Of Candour, The LAw Of Line Extension, The Law Of The Ladder.