Section I Section II Section III Appendix			After presenting counterintuive thinking as the key to transforming marketing programs, we next discuss the technology that can make a critical difference in targeting and positioning, advertising, new product development, and pricing - all the vital elements that make up successful marketing. A chapter on vision points out the value of seeing not what is, but what can be. A chapter on direct marketing suggests the alternative to renting one more list, and a chapter on customer satisfaction relates it to customer retention. The section concludes by communicating the electricity in electronic commerce.