In MaxiMarketing they predicted the current disintegration of the traditional mass marketing of the industrial Age - and detected the beginnings of the powerful individualized approach of the Information Age. In The Great Marketing Turnaround they pointed out how the most forward-looking firms were already using the new information technology to profit from new-era turnarounds in marketing thinking. In this work, Stan Rapp and Tom Collins have identified and evaluated a number of recent successes in business, not only in the United States and Canada, but in Europe, Latin America, Australia, and the Asian Pacific Rim. And they have made discoveries about the keys to marketing success being employed by such companies. They show how the smartest companies are racing beyond the rules and ahead of their competitors by applying the new power of caring and daring. To businesses large and small it means caring enough about your prospects and customers to push beyond Total Quality Management to the new mandate of TRM or Total Relationship Management. Caring enough to put your customers' interests first - even if it means temporarily putting the corporate bottom-line second. Daring enough to go back to Square One in your thinking and to rethink your entire marketing expenditure using today's New Marketing Math. Caring enough to listen to the needs of each individual customer. And daring enough to find creative new ways to fulfil those needs.