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advertising 3, 151–5 Index
Albee, Mrs P.F.E. 56
alcohol 26–7, 143–5 depth 94
Alers, John 158 drink 96
Alka-Seltzer 152–3 entertainment 94–5
Amazon.com 134–6 fast-food 95–6
Amway 16–17 length 93
Ann Summers 12–13 razors 98
AOL Time Warner 131 weight 93
Apple Macintosh 86, 87 British Museum 24
Association of Unit Trusts 35 British Telecom (BT) 154–5
Avon Products Inc. 56–7 Brosnan, Cornelius J. 101
Brown, Louisa Alcott 60
Balzac, Honoré de 140 building societies 141
banks 9–12 bumper sticker strategies 19–20, 21–2
Barrie, J.M. 117
Batchelor, Charles 8 Cadbury Schweppes 25
Bevan, Aneurin 28 call centres 90–91
Bezos, Jeffrey 135–6 Camelot 24–5, 29
BIC 100 Capone, Al 27
Bickford, William 146 Carnegie, Dale 117–18, 138
Biro, Lazlo 99–100 Case, Steve 131
BMW 20 catalogue selling 56
Body Shop 21 Chaloner, William 31
books 134–6, 158–9 Churchill, Winston 28
BOWFACE club 145 closing techniques
brands 93
ABC (Always Be Closing) 50
breadth 94 cup of coffee 49
cameras 97 puppy dog 48–9
tell them what you are going to ask for 50–
52
