Marketing by interrupting people isn’t cost-effective anymore. You can’t afford to seek out people and send them unwanted marketing messages, in large groups, and hope that some will send you money.

Instead, the future belongs to marketers who establish a foundation and process where interested people can market to each other. Ignite consumer networks and then get out of the way and let them talk.

Questions the book answers:

1. Why is it foolish to launch a new business with millions of dollars in TV ads?

2. Are the market leaders in every industry more vulnerable to sudden successes by the competition than ever before?

3. Should book publishers issue the paperback edition of a book before the hardcover?

4. What’s the single most important asset a company can create—and what is the simple thing that can kill it?

5. Every ad needs to do one of two things to succeed…yet most ads do neither. What’s the right strategy?

6. Does the Net create a dynamic that fundamentally changes the way everything is marketed?

7. How can every business…big and small…use ideavirus marketing to succeed?