■ The Big Idea
If every dollar that you spend on marketing isnt generating more than that amount, then your marketing sucks. You might as well throw away thousand-dollar bills in spending on marketing. So says author Mark Stevens, creator of the Extreme Marketing process.

Extreme Marketing is based on the premise that you know why and what you are spending for in marketing. In other words, your spending is in context with specific goals. There should be a plan that makes every marketing tactic reinforce the other. What gets back must be more than what you spend.