Dear reader,

We are pleased that you are working with the new edition and have now found your way from the book to the additional material provided for chapter 6.

At selected points in the text, the ✚ symbol and a short title refer to the relevant additional material.

Here you will find the list of contributions to Chapter 6 :

• 6-1: Programme policy decisions at Wrigley

• 6-2: Attack on the senses - how consumers are seduced

• 6-3: Consistent backboning - how to position brands

• 6-4: Search for suitable brand names

• 6-5: Wrigley product innovation case study

• 6-6: It is not the products that define the market, but the customer target (job-to-be-done marketing)

• 6-7: The EDISON Principle® - a successful approach to idea generation