A company runs an online incentive program, increasing revenues by 38%. That deserves some attention, no? From the dusty archives comes a story of a one-person marketing dept. determined to grow sales in a maturing industry. And talk about results!

They walked into the New York Stock Exchange and said "I'll take one of each." Their ploy turned the competition upside down, garnered them a huge amount of free press, and led to one of the most memorable lines in advertising history.

Why do sales clerks ask for your zip code every time you buy something? Our own Mr. Marketing went undercover (he took off his hat and nobody recognized him) to learn the truth of this widespread behavior, and see what it might mean to your marketing efforts.

Calvin Hodock, author of Why Smart Companies Do Dumb Things, offers 16 tips to greater success when introducing new products to the marketplace. Whether your business is big or small, he'll help you learn from Frederick the Great, P&G and others.